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Liburkina L. M.

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A Variety of Conceptions and Approaches to Market Segment Research for an Enterprise
Biletska N. V., Ivaniuta P. V., Biletskyi V. V., Diachuk I. O., Tkhorzhevskiy V. V.

Biletska, Natalia V. et al. (2025) “A Variety of Conceptions and Approaches to Market Segment Research for an Enterprise.” Business Inform 10:48–48.
https://doi.org/10.32983/2222-4459-2025-10-48-48

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

UDC 338.67.339+685.34:65.012.34

Abstract:
The aim of the article is to highlight approaches to market research by correlating segments for the enterprise along with the disclosure of the conceptual foundations on which the enterprise’s product policy is demonstrated. On this basis, it is determined that the study of market segments for any enterprise means the process of their development with the addition of global trends that are most often used in production and logistics practice. Using research methods, the characteristics that have a reliable correspondence with market segmentation are brought to, which include: observation - how the established processes and phenomena that occur in price segments are reflected, to which the influence of emerging factors should also be attributed; through comparison, the correspondence of the volumes of products sold in accordance with the determining consumer properties that reflect the objects placed in the market segment according to the influence of competing parties is revealed; on the basis of generalization, the purpose of financial and economic indicators of both the enterprise under study and competitors, as well as products placed in the market segment with consumer perception, is highlighted. First, a description of the objects of marketing research is given regarding information support and prerequisites for achieving the competitiveness of the enterprise. And then it is found out that due to this, conceptions were formed and approaches were defined, which, of course, have a diverse nature, since they initially determined production and logistics operations, implemented the sales policy of the enterprise, etc. Further, it is proved that these conceptions and approaches were integrated into the market segments to which the enterprise places its products, wins the favor of consumers, after which it has the opportunity to achieve its own level of competitiveness according to its own trading positions.

Keywords: market, market segment, conception, research, systems.

Fig.: 6. Tabl.: 1. Formulae: 7. Bibl.: 12.

Biletska Natalia V. – Doctor of Sciences (Economics), Associate Professor, Associate Professor, Department of Educational and Pedagogical Work, Vinnytsia Institute of Designing Clothes and Entrepreneurship Institute of Designing Clothes and Entrepreneurship (7 Kosmonavtiv Ave., Vinnytsia, 21021, Ukraine)
Email: [email protected]
Ivaniuta Pavlo V. – Doctor of Sciences (State Administration), Associate Professor, Professor, Department of Management, Marketing and Entrepreneurship, Vinnitsa Cooperative Institute (59 Frunze Str., Vinnytsia, 21009, Ukraine)
Email: [email protected]
Biletskyi Vadym V. – Candidate on Doctor Degree, Department of International Economic Relations and Economic Theory, International University of Business and Law (37a 49-th Khersonskoi Hvardiiskoi dyvizii Str., Kherson, 73039, Ukraine)
Email: [email protected]
Diachuk Ievgenii O. – Lecturer, Professional College of Clothing Design of the Vinnytsia Institute of Clothing Design and Entrepreneurship (105B Khmelnytske shose Str., Vinnytsia, 21029, Ukraine)
Email: [email protected]
Tkhorzhevskiy Vadym V. – Lecturer, Professional College of Clothing Design of the Vinnytsia Institute of Clothing Design and Entrepreneurship (105B Khmelnytske shose Str., Vinnytsia, 21029, Ukraine)

List of references in article

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