Identification of the peculiarities of category management in trade and industry enterprises, and development and testing of the method for category management evaluation in the light of global macro-trends that transform category management under the current conditions determined the relevance and purpose of the study. Nowadays, category management is perceived by most organisations as a continuous business process where category management activities are an integral part of the business. The theoretical and methodological basis of the study was the conceptual principles and methodological approaches to the management of product categories, which are highlighted by Ukrainian and foreign researchers, in the materials of periodicals, and in the Internet resources dedicated to the investigation of classical and modern concepts of category management. In the process of their development, such scientific and empirical methods as causal analysis and synthesis, deduction and induction, systematisation and generalisation, system and process approaches were used. The conducted research revealed the presence of significant reserves for the development of category management at industrial enterprises. According to the results of “The Future of Category Management” survey, such global macro trends of the transformation of category management were identified as the store of the future; digital supply system; the future of the food market; the growing role of environmental, social, and corporate responsibility. An approach to assessing the state of category management at a trade and industry enterprise is proposed, with the help of checklists for monitoring the state of provision of category management and monitoring the assessment of the organisational effect in the field of enterprise category management. The proposed approach to assessing the state of category management will contribute to the improvement of approaches to planning, information, and analytical support and control over the main management processes at the enterprise
The article is aimed at identifying typical determinants of consumer behaviour amidst the COVID-19 pandemic, and identifying current consumer trends and priorities in purchasing goods. An attempt is made to identify the main changes in the behaviour of modern consumers and the extent of changes in their preferences for buying goods. Consumer behaviour is defined as a complex socio-economic and, generally, interdisciplinary phenomenon accumulating a whole range of determinants. The authors have identified key factors determining consumer behaviour in the COVID-19 pandemic. It is confirmed that the current pandemic and the associated economic recession affect consumers’ sensitivity to the economic factor, stratifying them into four groups: vulnerable, conservative, optimistic and forced ascetics. The appearance of digital consumer, a new model of the buyer, is substantiated. A trend to significantly increase the volume of the consumer basket in 2020, and reduce the frequency of purchases with a focus on meeting primary human needs is revealed. New trends in consumer behaviour are identified: the focus on home cooking and eating at home, healthy lifestyle, protecting health, and feeling safe and secure. Particular attention is paid to reviewing product categories preferred by the modern consumer. Deterioration of the consumers’ psychological stability and increase in the level of tension and conflict in the course of service in outlets is proved. A summary of the features of the consumer sentiment evolution is made by the stages of the COVID-19 pandemic global development. The opportunities opened by the pandemic for the modern consumer and the process of consumption, in general are substantiated.
Under the conditions of unprecedented wartime social and economic upheavals, restarting activities is considered not just as a factor in the development of modern trade enterprises, but as an indispensable condition for their survival in extreme reality. Adapting to new realities in the field of trade is possible only on the basis of understanding the changes taking place in Ukrainian society. The aim of the article is to identification of determinants of consumer behavior that generate key trends in retail development under wartime conditions. General scientific methods of analysis and synthesis, deduction and induction, logical generalization, systematization and comparison, SWOT analysis were used in the paper. The state of retail development under the conditions of martial law in Ukraine was studied in the context of modern threats and opportunities, strengths and weaknesses. In order to form an idea of modern retail trends, consumer behavior in retail was studied from various angles and a range of problems that concern the modern consumer were outlined. The characteristics of goods for which the buyer is ready to overpay and consumer priorities in favor of purchasing domestic goods have been identified. The methods of delivery of goods acceptable to buyers and the attitude of Ukrainians to new brands have been determined. A change in the emphasis of consumers in favor of cheaper goods, an increase in rationality in the purchase of goods and a shift in consumer expectations from trade enterprises in the direction of socially responsible behavior were noted. The complex realities of war caused colossal damage to retail activity in Ukraine, but at the same time – opened a portal of opportunities for its transformation in the direction of awareness and consideration of modern determinants of consumer behavior, establishment of a constructive dialogue with the consumer and effective response to current market challenges.
Researching the changes that are taking place in the era of digitalization makes it possible to track the digital footprint of consumers and form new trends and models in business management. The object of this study is the digital literacy of citizens. The vast majority of society cannot imagine their life without online activity, viewing web pages, sites, and social networks. That is why there is an increasing need to expand knowledge of digital literacy. The purpose of this research is the formation of the "BEST" matrix, which makes it possible to determine the level of knowledge and possession of digital competencies of the staff. For diagnosis, 10 criteria were selected, and the specific weight of each of them was calculated, which was summarized in the survey form. Determination of the importance of each factor is carried out by the method of expert assessment, taking into account that the overall coefficient of importance=1 for each group of factors. Achieving maximum efficiency (5‒10 points) will ensure a stay in the "S" segment of the matrix, which indicates a high level of business process management, knowledge and compliance with the descriptors of digital competencies by the staff. This contributes to the solution of the problem of knowledge of the descriptors of digital literacy and makes it possible to improve the efficiency of the enterprise, as well as to repulse cyber attacks in a timely manner. The application of defined digital competencies will allow making optimal decisions in the process of applying digital skills, while ensuring the uniqueness of digital literacy in business management. The results can be used by enterprise managers to analyze and build countermeasures against data leaks or cyber attacks. This will contribute to the establishment of cooperation between enterprises and stakeholders and the formation of consumer trust
директор Інформаційно-обчислювального центру Головного центру інформаційних технологій, cт. викладач кафедри програмної інженерії та кібербезпеки Київського національного торговельно-економічного університету вул. Кіото, 19, м. Київ, 02156, Україна КІБЕРБЕЗПЕКА ТА ЗАХИСТ ІНФОРМАЦІЇ ПІД ЧАС ПАНДЕМІЇ COVID-19 0 Зроблено огляд світових тенденцій кіберзлочинності, а також її географії та світових брендів, що зазнали найбільших збитків від неї. Досліджено структуру злочинів у сфері використання електронно-обчислювальних машин, систем та комп'ютерних мереж і мереж електрозв'язку. Сформовано "портрет" сучасного кіберзлочинця. Узагальнено категорії жертв та типи кібератак в Україні, що спричинені пандемією COVID-19. Проведено й опрацьовано результати онлайн-опитування щодо впливу COVID-19 на кібербезпеку підприємства. Сформовано модель й обґрунтовано рекомендації з дотримання кібербезпеки підприємства в умовах COVID-реальності.
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