The structure of information support for market analysis market segment

Keywords: market management, market segmentation, information support, system of statistical indicators, marketing research

Abstract

The article, based on the theoretical foundations of statistical management, considers the tasks, the solution of which should contribute to obtaining the information necessary for the effective functioning of the market segment. Its effective functioning means achieving a balance between supply and demand, which should result from the collection, processing and use of objective, meaningful and operational data on effective customer demand and their use for management decisions by manufacturers to meet it. It is noted that the formation of such information support market analysis requires taking into account the specific characteristics of the participants of its individual segments, which sells a particular product for certain categories of buyers. This requires prior market segmentation and the development of its own system of statistics for each of them. After determining the set of indicators whose knowledge of the level and trends should contribute to the justification of management decisions, there is a task of finding a data source. In the context of digitalization of society, in addition to the data of the State Statistics Service, electronic sources provide great assistance in this. However, they also have certain shortcomings, which cause significant risks in decision-making based on the results of the analysis for which such data were used. Taking into account the above remarks, the article proposes to carry out its segmentation, to develop the necessary system of statistical indicators to assess the attractiveness and analysis of the situation of a certain segment, to identify data sources to calculate the level and track trends, identify ways to further change on business entities involved in the market, in order to obtain competitive advantages.

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Published
2022-03-13
How to Cite
Gerasimenko, S., & Nosova, E. (2022). The structure of information support for market analysis market segment. Statistics of Ukraine, 95(4), 4-12. https://doi.org/10.31767/su.4(95)2021.04.01