The Role of Marketing Research to Provide Efficiency of the Enterprises

Abstract

It is generally recognized that marketing research determines and/or adjusts the decision-making stages at the enterprise, which ultimately determines the profit or loss from the activity. There has been a slight increase in the volume of marketing research in the hryvnia equivalent on Ukrainian market in recent years. For a complete determination of the sectoral distribution and future trends of this market development, it is advisable to supplement the classification of marketing research and to find out the mutual influence on the results of economic activity. The marketing research has been investigated by foreign researchers, such as I. Ansoff, P. Dixon, F. Kotler, M. Porter, and D. Saunders. Domestic scientists, including S. Garkavenko, Y. Krykavskyy, І.Lylyk, P. Pererva, T. Reshetilova, A. Starostina, Y. Yakovets also concentrated on these issues. However, some aspects of marketing research for ensuring the effective operation of enterprises need to be improved and further developed. The of the article is to study the nature of marketing research, generalize and add classification. Besides, the aim is to determine and to monitor market research in Ukraine and their impact on the results of economic activity of enterprises. In the article defined the marketing research as a process of recognizing a problem, collecting, identifying, and interpreting data. It should be in accordance with the purpose of the study to make a decision or confirmation of a previously approved one. It has been summarized the classification according to the subject of the study: research of market and counteragents, research of the marketing environment, research of the complex of marketing instruments. It has been stated that marketing research should be systematic and complex. It is necessary to identify the problem and opportunities for further decision. Besides, it also needs to consider marketing research as a coherent and pre-planned process to cover most aspects of the subject. The Ukrainian market of marketing research in 2017 has undergone significant changes. According to the Ukrainian Association of Marketing (UAM), the turnover of the market in 2017 amounted to about 992.07 million UAH. or $ 35.35 million [8]. It was observed that peak volumes of Ukrainian market were in 2008 and 2013. However, the smallest mark of UAH 32.3 million was in 2016. It should be noted that the volume of the market has been growing in the hryvnia equivalent throughout the period under study. The results of the analysis show a general growth of the market by 9.3% in 2017 compared to the previous one. The food industry, beer and low-alcohol beverage producers, and the perfume industry play significant role on the business-to-consumer (B2C) market. This market takes the largest share of marketing researches. Thus, in 2016, the category of the food industry had almost 10% in a whole structure; in 2017 the category has been increasing to 13.4%. Producers of tobacco products showed a significant increase from 3.23% to 8.20%. In the sectoral distribution of marketing research, the B2B market has a relatively small share, but in 2017 it was already 27.58%. The pharmaceutical industry has been growing significantly from 10.4% in 2016 to 18.7% in 2017 [8]. The existence of the link between the conducted marketing researches and increase of profit at the enterprises has been defined. It has been included the following areas: industry; wholesale and retail trade; information and telecommunications; financial and insurance activities; professional, scientific and technical activities. To summarize, the marketing researches ensure the effective functioning of the company in the market through the detection of problems, search, and collection of relevant data for decision making. It is appropriate to consider marketing research according to the category of customers - B2B and B2C, or by sectoral distribution. The growth of the Ukrainian market of marketing research has shown the gradual increase in demand, and the growth of its role for modern enterprises in the recent years.