ВПЛИВ ПРОГНОЗУВАННЯ ПОВЕДІНКИ СПОЖИВАЧІВ НА ОПТИМІЗАЦІЮ ОБСЯГІВ ВИРОБНИЦТВА КОМПАНІЇ: МАРКЕТИНГОВИЙ ПІДХІД

The problem of effective management of the organization in today’s rapidly changing business environment, today acquires special urgency. The consequences of a poorly chosen enterprise strategy in a highly competitive environment become critical and threaten its very existence. Therefore, the article is aimed at consideration of actual tools of the process of formation of business strategies of domestic business structures on the basis of scientific schools of strategic management with the aim of ensuring sustainable development of business under conditions of economic instability. For this purpose, the article provides a definition of the concept of «strategy», systematizes analytical tools for development and implementation of the strategy, including SРАСЕ-analysis, SWOT-analysis, GAP-analysis, CVP-analysis, factor analysis, analytical support of the process of development and implementation of the strategy, including several methods of analysis used at different stages of this process, analyzed a new, specific approach to the formation of business strategies - «strategy of the blue ocean». It is emphasized that the «strategy of the Blue Ocean» should be used by those entrepreneurial structures that seek to give a certain direction to the strategic development of the company, based on the formation of new production business ideas. It is proposed along with the use of classical analytical tools of development of business strategies, which it is expedient to apply in the process of development of the program of sustainable development of the enterprise potential, Identifying strengths and weaknesses in the formation and implementation of capacity elements, introducing new technical tools and approaches.

This study proposes a hybrid forecasting method that combines ARIMA and SVM models to address the complexity of supply chain demand forecasting. The ARIMA model is used to capture linear trends and seasonal fluctuations in time series, while the SVM model is responsible for modeling the nonlinear residual part. By combining the advantages of both, this paper builds a more accurate demand forecast model. Experimental results show that the combined model performs well when dealing with large market fluctuations and non-linear demand changes. Compared with the ARIMA and SVM models applied individually, the forecast error is significantly reduced. The model shows good prediction accuracy in multiple categories such as food, household products and electronic products, provides a more comprehensive demand forecast solution for supply chain management, and helps improve the company's inventory management and market response capabilities.

The influence of brand equity on consumer behavior in emerging markets is a critical area of study, as it significantly impacts purchasing decisions, customer loyalty, and market competitiveness. In emerging economies, where markets are often characterized by rapid growth, cultural diversity, and evolving consumer preferences, strong brand equity serves as a key differentiator that can build trust, enhance perceived value, and reduce consumer risk perception. Brand equity—encompassing brand awareness, brand associations, perceived quality, and brand loyalty—shapes how consumers evaluate products and make choices amidst numerous competing alternatives. The symbolic and emotional connections fostered by brand equity not only drive initial purchase decisions but also reinforce long-term loyalty, even in price-sensitive markets. Furthermore, in these dynamic environments, brands with high equity can command premium pricing, foster word-of-mouth promotion, and withstand competitive pressures more effectively. Consequently, understanding the mechanisms by which brand equity influences consumer attitudes and behaviors is vital for firms aiming to establish a strong market presence, foster sustainable growth, and adapt to the unique socio-economic landscapes of emerging markets.

Superior supply chains are one of the best ways to compete in today's marketplaces.In Supply Chain Management, overall supply chain evaluation needs to include an important logistical effect known as the Bullwhip Effect.It shows how small changes at the demand end of a supply chain are progressively amplified up the supply chain.Production plans are based on demand forecasting and suppliers not only react on changed demand, they adapt the level of safety stock (variation of stocks and orders increases).In this paper two special situations in a four-stage supply chain are studied: i) stable demand with a single 5 % change in demand (with application of four different stock keeping policies), and ii) changing demand with alternating 5 % changes in demand (up and down, with another three stock keeping policies).The results of spreadsheet simulations are shown in tables and charts.Increasing variability of production orders and stock levels up the supply chain is evident.The Bullwhip Effect is measured by the standard deviation of orders.The comparison of the results shows that the Bullwhip Effect can be partially reduced by appropriate stock keeping policy.

Companies in this era must be able to carry out appropriate marketing strategies to attract consumer interest and attention. Apart from grouping consumers in terms of demographics, marketers must start trying psychological approaches in marketing, one of which is sensory branding. The purpose of this research is to determine the influence of sensory branding (Sight, Sound, Smell, Touch and Taste) on consumer behavior in making purchasing decisions for Indomie in Pekalongan Regency. This quantitative research uses multiple linear regression analysis techniques. The population of this research is Indomie consumers in Pekalongan Regency. Sampling in this study used a purposive sampling technique and sample calculation was carried out using the Slovin formula until a sample of 100 people was determined. The results of the analysis show that partially Sensory Branding (Sight, Sound, Touch, Taste) has a significant positive influence on consumer behavior in making decisions to purchase Indomie in Pekalongan Regency, and Smell has no effect on consumer behavior in making decisions to purchase Indomie in Pekalongan Regency, whereas Simultaneously, noted that there is a significant influence between Sensory Branding (Sight, Sound, Smell, Touch and Taste) on consumer behavior in making Indomie purchasing decisions in Pekalongan Regency.

The purpose of the article is to study the main methods and indicators of comprehensive assessment of the effectiveness of marketing activities (profit, market share, sales volume, etc.), as well as to generalise typical marketing solutions in crisis conditions. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. As a result of the conducted analysis of management problems in the sphere of marketing activity of an organisation, the article marks out the role of the information base for making sound management decisions. The article identifies the areas of comprehensive analysis, namely: study of the market situation, competitive environment, consumer behaviour, macro- and micro-environmental factors. Practical results. Special attention is paid to the complex interaction of marketing and management tools at enterprises in crisis conditions, and if the goal of managing an organisation is to make effective decisions, then the goal of marketing as a business philosophy is the formation of solutions adequate to external conditions, which is especially important during the negative impact of crisis phenomena. The need for the company to use the Internet resource, which allows to establish relations with customers at significantly lower costs, has been justified. Value/originality. A systematisation of typical marketing solutions was carried out depending on the periods of crisis development. Three ways of optimising product promotion costs are proposed. A complex of factors such as: features of the company's mission are highlighted; results of strategic planning; features of the company's marketing strategy; factors of the company's external marketing environment; factors of the company's internal marketing environment, which must be taken into account when making anti-crisis marketing decisions.

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets

The retail business is evolving rapidly, and this is happening as a result of changes in consumer demand and behavior. Omnichannel has transformed traditional retailing in every manner. It also altered the consumer's behavior, as they use more than one channel and different touchpoint throughout their purchasing journey now, than they did earlier. Numerous researchers and academics have also indicated that the seamlessness is one of the distinctive and significant characteristics of the omnichannel that, in comparison to other elements, has the greatest impact on consumer behavior. Moreover, in today’s informed and educated markets, consumers are more than aware and sensitive towards sustainability and environment- friendly practices and hence, increased pressure is being faced by companies to incorporate green practices, not just in production and manufacturing, but also in operations and supply chain activities. The concept of omnichannel is still in its preliminary stages of development which formed the groundwork for the primary goal of this research, i.e., to understand the omnichannel retailing. Furthermore, the article aimed to gain an understanding of the diverse elements that influence omnichannel retailing. Lastly, the study aimed to identify the contributions of omnichannel retailing towards sustainable business development. Systematic review of literature was adopted as the methodology employed in the present work and most of the insights in the paper were obtained from secondary sources published between January 2015 and December 2022. The significant addition of this work is to the advancement and improvement of knowledge in the areas of omnichannel retailing and its contribution towards sustainable business development.

In today's dynamic business environment, the integration of analytical information systems into marketing product policy is a critical factor in achieving competitive advantage and operational efficiency. The rapid digitalization of economic processes necessitates the adoption of innovative technologies for product management, demand forecasting, and strategic decision-making. The purpose of this research is to identify the key directions for optimizing marketing product policy through the application of analytical tools, artificial intelligence, and data-driven decision-making. The study aims to develop practical recommendations for enterprises seeking to enhance their product strategies and market positioning using advanced digital solutions. The methodology is based on a systematic approach that combines market analysis techniques, including SWOT, PEST, ABC analysis, and the BCG matrix, with the integration of financial modeling to evaluate investment feasibility. By leveraging analytical information systems, the research provides a comprehensive understanding of how enterprises can optimize their product portfolio, streamline supply chain operations, and implement dynamic pricing strategies. Results indicate that businesses adopting digital analytics and automation in marketing management significantly improve their adaptability to market fluctuations and consumer behavior trends. The study of a real-world agricultural enterprise illustrates the practical impact of digital transformation in optimizing assortment strategies and mitigating risks associated with demand uncertainty. Practical implications emphasize the necessity of incorporating CRM and ERP systems, AI-driven forecasting, and omnichannel sales strategies to strengthen enterprise resilience in a competitive market. The implementation of analytical insights enables enterprises to personalize customer engagement, optimize resource allocation, and enhance profitability while maintaining strategic agility. Moreover, the research underscores the financial benefits of investing in value-added processing, demonstrating how product diversification contributes to long-term business sustainability. Value/originality lies in the novel integration of digital analytical frameworks within marketing product policy, offering enterprises a strategic roadmap for leveraging data intelligence to drive market success. Unlike conventional approaches, this research bridges the gap between theoretical advancements in digital marketing and practical applications, providing a forward-thinking model for sustainable growth. The insights presented in the study contribute to the broader discourse on digital business transformation, offering enterprises innovative pathways to refine their marketing strategies, strengthen brand positioning, and enhance market responsiveness in the era of data-driven decision-making.

Foreign Direct Investment (FDI) has become a significant driver of economic growth and development across emerging economies, including India. The retail sector, being one of the largest contributors to India’s GDP and employment, has attracted considerable attention from foreign investors following the liberalization of FDI policies. This study examines the influence of FDI on the Indian retail market, focusing on its effects on market structure, competition, employment opportunities, consumer behavior, and overall sectoral growth. Using both qualitative and quantitative analyses, the research highlights how foreign investment has introduced modern retail practices, enhanced supply chain efficiency, and increased consumer choices, while also posing challenges to traditional retail formats. The findings provide insights into the benefits and limitations of FDI in retail, offering valuable guidance for policymakers, industry stakeholders, and investors seeking to understand the evolving dynamics of India’s retail industry. The purpose of this study is to explore the impact of Foreign Direct Investment (FDI) on the Indian retail sector and to understand how it has influenced the market’s growth, competitiveness, and consumer dynamics. The study aims to examine the role of FDI in modernizing retail practices, enhancing supply chain efficiency, and introducing global business standards, while also assessing its effects on employment and opportunities for skill development. Additionally, it seeks to identify the challenges and opportunities that foreign investment presents for traditional retail formats and domestic businesses. Keywords: • Foreign Direct Investment (FDI) • Indian Retail Sector • Retail Market Growth • Consumer Behavior • Market Competition • Economic Development • Employment Generation

Demand forecasting is essential for businesses, particularly in the fashion industry, because it predicts future demand for clothing and accessories, thereby aiding in informed production decisions. However, the continuous increase in inventory stock outages, inaccurate forecasting, and inefficient supply chain coordination in the Nigerian fashion industry offers a valid opportunity for empirical investigation. This study examines the effect of the weighted moving average (WMA) demand forecasting on production planning and resource optimization in the fashion industry. A cross-sectional survey of 105 fashion industry professionals was conducted. Data collected through the structured questionnaire were analyzed using partial least squares structural equation modeling (PLS-SEM). The study found that accurate demand forecasting using the WMA positively impacts resource optimization and production planning. Effective resource optimization measures significantly enhance production outcomes. Emphasizing adaptive forecasting methods and dynamic resource management capabilities strengthens the relationship between demand forecasting and production planning. The findings provide valuable insights for fashion industry operation managers to improve demand forecasting practices and resource management, leading to better production planning and enhanced operational efficiency.

Aiming at the problems existing in traditional supply chain management, such as inaccurate demand forecast, low efficiency of inventory management and frequent adjustment of production plan, this study proposes an intelligent manufacturing supply chain management system solution based on ML (Machine Learning) technology and DNN (Deep Neural Network). In terms of methods, this article first carries out detailed data processing and feature engineering, and extracts key features from sales, production, inventory, suppliers and logistics. Then, the demand forecasting model based on LSTM (Long Short-Term Memory), inventory classification and supplier evaluation model based on DNN and logistics path optimization model based on CNN (Convolutional Neural Network) are constructed. The effectiveness and practicability of the system are verified by experiments. The results show that the system significantly improves the accuracy of demand forecasting, optimizes inventory management and production planning, and improves supplier management and logistics efficiency. Specifically, the accuracy of demand forecasting has increased by more than 19%, inventory turnover rate has increased by 31.5%, production efficiency has increased by 21%, supplier performance score has increased by 10.5%, and logistics transportation time has been shortened by 15%. These improvements have reduced the operating costs of enterprises and improved their market competitiveness and customer satisfaction.

The biggest competitor of convenience store is not of the same trade or business, but consumers' demand change, always have to be more, farther, and faster than what consumers thought. The 7-11 executive Zhong-Ren Xu comes to the point of the industry of convenience store. According to Fair Trade Commission, R.O.C. checks up on August 31 2007, the chain convenience stores in whole Taiwan exceed 9,000 to count the end of 2006, density of running a shop is high, less than 2,700 people have a shop on average, so the convenience store must utilize its place characteristic, it creates to be additional value, in order to reflect with in the competition trend. This research will probe the convenience chain store into the private brand goods in order to promote their sales achievements, and will develop the purchase behavior whether the own brand goods can influence consumers. With convenience store of diversification function, it should different from the past tradition just sale cigarette and wine, what it can satisfy not only the life food articles demand , but a kind of more deep information and interpersonal demand. So 7-11 are in order to bring a brand-new new experience of convenience store to consumers and increase the communicative channel with different ethnicity consumers in 2006, the precedent of starting an undertaking in the circle, put out the common son of enterprise from extra orb OPEN-chan toy figurine. Depend on the OPEN-chan infer to the most popular new goods and the most warm service will be introduced to the customer. Hope to utilize the combining topic to communicate with consumers, and achieve the goal of promoting sales achievements. So, the discussion has come with consumers' angle in this research, to while developing the private brand merchandise sales in the convenience chain store, analyzing consumers influence in buying the private brand goods. This research approach adopts Internet questionnaire and analysis hierarchy process. According to the consumers behavior, the private brand selling, and behavior motive that consumers go to the convenience store, etc., carry on Internet questionnaire, and use SPSS software, finally, combine the authority and academician with analysis hierarchy process, propose practice proposing and follow-up relevant research direction.

Social media analytics has emerged as a critical tool for understanding consumer behavior in today’s digital landscape. This study explores the integration of social media analytics with Power BI to gain actionable insights into consumer preferences, behaviors, and trends at Cryptex Technologies, Nagpur. Leveraging the capabilities of Power BI, the research examines how data visualization and analytics tools can translate vast amounts of social media data into meaningful insights that drive decision-making. The study employs a mixed-methods approach, combining qualitative and quantitative data analysis, to evaluate the effectiveness of Power BI in analysing social media metrics such as engagement rates, sentiment analysis, and demographic segmentation. Results indicate that social media analytics, when effectively integrated with advanced visualization tools, significantly enhances the understanding of consumer behavior, enabling businesses to make data-driven marketing decisions. The findings further reveal that the use of interactive dashboards and real-time data processing capabilities of Power BI facilitates a deeper comprehension of market trends, helping organizations remain competitive in a rapidly evolving business environment. This research contributes to the growing body of knowledge on the strategic application of social media analytics in consumer behavior studies and offers practical insights for businesses aiming to optimize their social media strategies using data visualization tools.

The purpose of the article is to analyze correlation between production volume (V), labour factor (L) and capital factor (K) with further production volume forecasting of researched agricultural enterprises in Ukraine as well as their competitiveness in the European market. Methodology. The survey based on statistical data of State statistics service in Ukraine, Poland and accounting data of investigated enterprises during 2004-2013 years. Production volume and capital amount taken in monetary terms, labour factor is calculated in monetary terms using the average wage and the number of employees. Treatment of major production factors according to classical economic theory is generalized. Correlation of V, L and K factors are calculated using method of the least squares in production function evaluation. Production volume of enterprises A and B are forecasted with further evaluation of its reliability in the econometric program EViews 7. Results of the survey showed the dominant role of L factor over the K factor especially after world economic crisis 2008 in investigated agricultural enterprises of Ukraine. According to high determination coefficient, the influence of both factors on production volume is 85% for enterprise A and 95% for enterprise B. Production forecast shows the increase of its volume till 2020 in both enterprises with high probability according to forecast credibility indicator MAPE. Practical implications. Application of the results, in particular the ratio of production factors and forecast of production volume, will allow more effective use of production resources and better planning of production process taking into account market conditions. Value/originality. Production activity estimation and output forecast of investigated agricultural enterprises were used for competitiveness analysis of agricultural enterprises in Ukraine and Poland, which is important for European integration process of domestic economy.