Management Decisions in the Selection of Type of Category
The modern exaggerated the number of trade offers a significance of its own purchasing experiences at consumer solutions far below the external trappings of value of the goods. These attributes are currently: marking, visual packaging parameters, merchandising. Unfortunately, this method of purchasing decisions is not always reliable. The consequence of this phenomenon is the disappointment of consumers, leading to an increase in customer indifference. Indifference in the process of customer choice, in turn, leads to a decrease in both the consumer value of goods and the average value of purchases. The development of this process gives rise to the economic crisis of retailers, and in the subsequent period and producers.
The article presents instrumental methods that allow buyers of goods in retail chains to make informed management decisions based not so much on labeling and trademarks, but on objective indicators of belonging of goods to a certain product category. Subsequent management decisions on these products will be based on an effective category management methodology.
To argue the categorical classification of consumer goods used practical situation (case study) for a homogeneous commodity group of port. Samples of these wines purchased in Moscow retail chains were subjected to qualification examination for their adequate price categorization.
Based on the given experimental data the criteria of price differentiation, adequate consumer value and customer expectations were formulated.
KeywordsCategory management Port wine Pricing criteria
The reported study was funded by RFBR according to the research project No № 18-07-00275. 2018.
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