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In the modern marketing concept, market research is emphasized. These studies serve as the basis for the strategy and tactics developed by the enterprise for performing in the markets and for conducting a targeted commodity policy. The purpose of any market research is to assess the existing situation (situation) and develop a forecast for market development. The program of such a comprehensive study depends on the characteristics of the goods, the nature of the enterprise, the scale of production of exported goods, and a number of other factors. Market research is not an end in itself, but a source of information for making an effective management decision.

This decision can apply to any aspect of foreign trade and marketing activities, therefore it is not rational to limit the costs of such research due to “cost savings”: losses caused by the wrong decision are usually 10-100 times large. The use of marketing research varies widely depending on the company and the type of information required.

This decision can apply to any aspect of foreign trade and marketing activities, therefore it is not rational to limit the costs of such research due to “cost savings”: losses caused by the wrong decision are usually 10-100 times large. The use of marketing research varies widely depending on the company and the type of information required.

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The purpose of this work is to determine which segments of the population are regular consumers of a given product, which brand of goods is most significant for the buyer, who (what) has a decisive influence on the consumer in the process of making a purchasing decision, what are the ways of using the buyer’s goods, how does the brand of goods correlate with demographic , psychographic and behavioral characteristics of the buyer, what influence does the advertisement have on the buyer’s behavior, what proposals, wishes and complaints do the manufacturers have buyers.

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