Consumer Preferences and Demand in the Market as Competitive Potential
Consumer Preferences and Demand in the Market as Competitive Potential

Summary/Abstract: Improving the competitiveness of an enterprise and its products is one of the priority directions of any national economy. In the context of the global market globalization, successful operation of an enterprise largely depends on effective marketing management of its competitive potential. Competitive potential is the basis for improving an enterprise's competitiveness in the long run. Practice shows that especially successful are those marketing-oriented enterprises that have complete and reliable information on the demand and preferences of their consumers. In this case, the results of marketing research become the basis for the company's strategy in the field of providing competitive advantages and improving the effectiveness of its marketing activities.However, enterprises are often not fully aware of the demand and preferences of their consumers. This situation arises due to the lack of an integrated methodology for research on the demand and preferences with respect to a particular product. Hence, the purpose of this article is the development and testing of a research methodology for demand and consumer preferences in the market of men's suits. The authors of this study used a combination of desk and quantitative (survey) research methods. The research revealed the profile, demand and consumer's preferences in the market of men's suits, as well as the criteria for choosing men's suits in the market of the Republic of Kazakhstan. The proposed research methodology might be used by light industry enterprises in the countries of the Eurasian Economic Union, as well as in other developing countries. From a theoretical point of view, the authors provide their own interpretation of such concepts/definitions as "competitive potential of an enterprise" and "marketing management of competitive potential of an enterprise".

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