turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2023-1-2-79-91turan-3406Research ArticleЭКОНОМИКА: ИСТОРИЯ, ТЕОРИЯ, ПРАКТИКАECONOMY: HISTORY, THEORY, PRACTICEАнализ рынка товаров повседневного спроса в Республике Казахстан с учетом динамики потребительской лояльностиDynamic analysis of consumer loyalty fast-moving consumer goods market in the Republic of Kazakhstanhttps://orcid.org/0000-0002-5157-4659АхметоваЗ. Б.AkhmetovaZ. B.

к.э.н., доцент

г. Алматы

c.e.s, associate professor

Almaty

axmetova.zauresh@kaznu.edu.kzhttps://orcid.org/0000-0002-6454-087XКонопелькоА.KonopelkoA.

PhD

г. Белосток

PhD

Białystok

a.konopelko@pb.edu.plhttps://orcid.org/0000-0002-0438-0499КимИ. А.KimI. A.

докторант

г. Алматы

PhD student

Almaty

kim.irina.a.31@gmail.comКазахский национальный университет им. аль-ФарабиКазахстанAl-Farabi Kazakh National UniversityKazakhstanБелостокский технологический университетПольшаBialystok University of TechnologyPoland202303072023027991Copyright © Ахметова З.Б., Конопелько А., Ким И.А., 20232023Ахметова З.Б., Конопелько А., Ким И.А.Akhmetova Z.B., Konopelko A., Kim I.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/3406

В результате формирования новых геополитических, экономических и социальных условий рынок товаров широкого потребления претерпевает высокую волатильность, влекущую его значительные изменения. При этом трансформация касается не только поведения потребителей, но и сбытовой политики компаний, реализующих товары FMCG-сектора. В научной статье приведены актуальные показатели рынка FMCG Республики Казахстан. Результаты изменения отдельных поведенческих характеристик потребителей представлены в результате интерпретации данных проведенного опроса. Цель исследования – изучение влияния трансформации потребительского поведения на рынок товаров повседневного потребления (FMCG) Республики Казахстан. В качестве методов исследования использованы статистический анализ, опрос, глубинное интервью. Характеристики рынка были отражены по результатам статистического среза трех кварталов 2022 г. Прогноз дальнейшей трансформации рынка и объяснение отдельных тенденций сформированы на основе данных проведенного экспертного интервью. В результате трехэтапного исследования получены актуальные данные по объему и структуре рынка FMCG, описаны отдельные характеристики современных потребителей, а также оценены возможности улучшения показателей потребительской лояльности в Республике Казахстан. Результаты исследования могут быть использованы казахстанскими FMCG и розничными компаниями при построении стратегий сбыта, изучении поведения современного потребителя, а также при формировании политики сбыта и принятии тактических решений. В особенности данные исследования могут быть актуальны для компаний, не имеющих собственных аналитических инструментов.

As a result of the formation of new geopolitical, economic, and social conditions, the consumer goods market is undergoing high volatility, which entails significant changes. At the same time, the transformation concerns not only the behavior of consumers but also the marketing policies of companies selling goods from the fast-moving consumer goods sector. The scientific article presented the current indicators of the fast-moving consumer goods (FMCG) market in the Republic of Kazakhstan. The results of changes in the economic profile of consumers are given based on the interpretation of the survey data. The article aims to study the impact of consumer behavior transformation on Kazakhstan's consumer goods (FMCG) market. The following research methods were used in the study: statistical analysis, survey, and in-depth interview. As a result of the study, the economic characteristics of the market were reflected based on the results of a statistical cross-section of 2022 the three quarters. The forecast of further transformation of the market and the explanation of individual trends was formed based on the data from the conducted expert interview. Accordingly, in a three-stage study, up-to-date data on the volume and structure of the FMCG market were obtained, a modern economic portrait of the consumer was derived, and the possibilities for improving consumer loyalty in the Republic of Kazakhstan were assessed. Local FMCG and retail companies can use final data in the processes of building sales strategies and studying the behavior of a modern consumer, as well as in the formation of sales policy and tactical decisions. These studies may be relevant for companies that still need their analytical tools.

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The authors declare that there are no conflicts of interest present.