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Merchandising in the Trading Enterprise Management System
Shymko O. V.

Shymko, Olha V. (2020) “Merchandising in the Trading Enterprise Management System.” Business Inform 1:383–390.
https://doi.org/10.32983/2222-4459-2020-1-383-390

Section: Management and Marketing

UDC 658.8

Abstract:
The article is concerned with solving the theoretical, methodological and applied issues of the use of merchandising in the activities of trading enterprises in the face of increasing competition in the Ukrainian consumer market and the activization of global transformational processes. The economic essence and purpose of merchandising are disclosed, its classification features and types are defined. The motives behind the use of merchandising in the activities of trading enterprises are described. Merchandising as a specific marketing technology is considered in the context of functional zones, which play a specific role in interaction with consumers. The influence of individual elements of the merchandising system on the formation of alleged consumer behavior in the trading hall is characterized. The peculiarities of consumers’ perception of the merchandising space are analyzed. The factors that cause discomfort of perception of goods in the store are allocated. The main tasks of managing the levels and instruments of merchandising, the solution of which will allow a retail company to respond quickly to changes in market conditions and optimally combine the goals and objectives of commercial activity with the consumers’ needs, are defined.

Keywords: merchandising, functional merchandising zones, merchandising instruments, management of merchandising, consumer behavior.

Tabl.: 1. Bibl.: 12.

Shymko Olha V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Academician Stepan Demianchuk International University of Economics and Humanities (4 Academik Stepan Demianchuk Str., Rivne, 33027, Ukraine)
Email: volodya217@ ukr.net

List of references in article

Burlitska, O. P. “Poniatiino-katehorialna sutnist merchandaizynhu“ [Conceptually Categorical Essence of Merchandising]. In Analitychnyi instrumentarii v marketynhovii diialnosti, 17-25. Ternopil: FOP Shpak V. B., 2018.
Harkavenko, S. S. Marketynh [Marketing]. Kyiv: Libra, 2002.
Dankeieva, O. M. “Systemnyi pidkhid do upravlinnia merchandaizynhom u rozdribnykh merezhakh“ [A Systematic Approach to Merchandising Management in Retail Networks]. Visnyk Volynskoho instytutu ekonomiky ta menedzhmentu. 2018. http://elibrary.donnuet.edu.ua/1112/1/Dankeieva_article_25_05_2018_%20pdf.pdf
Entsyklopediia biznesmena, ekonomista, menedzhera [Encyclopedia of Businessman, Economist, Manager]. Kyiv: Mizhnarodna ekonomichna fundatsiia, 2000.
Endzhel, D. F., Blekuell, R. D., and Miniard, P. I. Povedeniye potrebiteley [Consumer Behavior]. St. Petersburg: Piter kom, 1999.
Estermeng, S. et al. Merchandayzing v roznichnoy torgovle [Retail Merchandising]. St. Petersburg: Piter, 2004.
Kanayan, K., and Kanayan, R. Merchandayzing [Merchandising]. Moscow: RIP-kholding, 2003.
Merchandayzing [Merchandising]. Kharkiv: Studtsentr, 2003.
Krie, A., and Zhalle, Zh. Vnutrennyaya torgovlya [Domestic Trade]. Moscow: Progress-Univers, 1993.
Nikishkin, V. V. Marketing roznichnoy torgovli: Teoriya i metodologiya [Retail Marketing: Theory and Methodology]. Moscow: Izd-vo «Ekonomika», 2003.
Snegireva, V. V. Kniga merchandayzera [Merchandiser Book]. St. Petersburg: Piter, 2007.
Shymko, O. V. “Doslidzhennia spozhyvachiv yak instrument pidvyshchennia efektyvnosti funktsionuvannia spozhyvchoho rynku“ [Consumer Analysis as a Tool to Improve the Efficiency of Functioning of Consumer Market]. Biznes Inform. 2016. https://www.business-inform.net/export_pdf/business-inform-2016-1_0-pages-321_326.pdf

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