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6MARKET RESEARCH ON THE COMPETITIVENESS OF COSTUME
FABRICS
Z. F. Valieva, S. I. Khalilova, K. D. Valieva
PhD, Tashkent Institute of Textile and Light Industry III-year student of group 8p-19 Tashkent Institute of Textile and Light Industry Department of ^international marketing», YEOJU Technical Institute, Tashkent,
Uzbekistan
This article deals with the problem of quality and competitiveness of products, which is universal in the modern world. Much depends on how successfully it is solved in the economic and social life of any country, almost any consumer. The results of a study of the competitiveness of suit fabrics of various fibrous compositions are presented and the main influencing factors that contribute to the promotion of goods in markets of various levels are studied.
Key words: product, competitiveness, quality, consumer criteria, price, market, costume fabric.
Quality is a synthetic indicator, reflecting the combined resistance of many factors - from the dynamics and level of development of the national economy to the ability to organize and manage the process of quality formation within any economic unit.
In a developed competitive market, marketing becomes an effective means of solving the problem of quality and competitiveness of goods, experiencing, in turn, their reverse impact, which expands or reduces its capabilities. The problem of product quality and competitiveness has a universal character in the modern world. Much in the economic and social life of any country and almost any consumer depends on how successfully it is solved.
The competitiveness of goods and services is a major factor in the quality of life. According to the UNESCO Commission on Population and Quality of Life, the concept of "quality of life" includes the following: health; education; rational (adequate) nutrition; a stable, friendly environment, including housing; safety; health care; participation in society, creating the necessary services for its development; justice; equality of men and women. Fulfillment of the first seven conditions directly depends on the competitiveness of products and services.
According to M. Porter, the concept of "competitiveness" of the country's
ABSTRACT
economy is its ability to achieve a high and constantly growing standard of living for its citizens [1]. The perception of the quality of goods is strictly individual, which is due to the subjective utility of the goods. Consequently, the same product, even of the same quality, will be characterized by a different measure of satisfaction of needs of different consumers. In turn, the degree of satisfaction of these needs depends not only on the quality of purchased goods, but also on the quality of service at the time of purchase, acting as a factor in the formation of consumer welfare, as well as on their existing standard of living. Together, well-being and standard of living form the quality of life, which determines its style and image. Moreover, this process has a cyclic nature: not only the quality of goods determines the quality of life, but also the quality of life as it grows determines new consumer requirements for the quality of goods and forms new needs for certain products.
Consumer indicators of competitiveness determine the consumer value, or usefulness of goods and are represented by two basic characteristics: quality and assortment. The most important economic factor of goods competitiveness is the price, as well as mass sales [2].
Among the consumer criteria the quality of goods occupies a special place. Quality is one of the fundamental characteristics of goods, which has a decisive influence on the creation of consumer preferences and the formation of competitiveness. This is due to the essence of the category "quality". In recent years, two new definitions of the term "quality" have appeared. One of them refers to the quality of products, the other to the quality of goods [5].
There are many methods for assessing the competitiveness of goods [3]: direct and indirect;
the methods applied at the stages of design and manufacturing of products; methods applied at the stages of sale and operation of goods; calculation, matrix, graphic and combined (calculation-matrix and calculation-graphic) methods.
At an estimation of competitiveness of the goods such calculation methods, as differentiated and complex methods of an estimation are used.
The differentiated method of an assessment of competitiveness is based on use and comparison of unit parameters of the analyzed goods and goods of base for comparison. The differential method of an estimation of competitiveness level of the goods consists in direct comparison of unit indicators of competitiveness of the analyzed (estimated) goods with corresponding indicators of the goods - a base sample [3]. Samples of costume fabrics of different fiber composition are chosen for the study of economic efficiency due to the competitiveness of the goods. Competitiveness of fabrics is a decisive factor of its commercial success on the developed competitive
market. This is a multidimensional notion, which means compliance of the goods with market conditions, specific requirements of consumers not only in their qualitative, technical, economic, aesthetic characteristics, but also in commercial and other conditions of their realization (price, delivery terms, distribution channels, service, advertising). Moreover, an important component of competitiveness of these fabrics is the level of consumer's expenses during their operation [4].
The main purpose of goods research is to determine the conformity of technical and economic indicators and quality of goods circulating in the markets to the customers' demands and requirements, as well as to analyze their competitiveness.
The product is competitive if it has one or more consumer characteristics in the given consumer segment that are better than those of its analogues (in this case these characteristics are recognized as leading ones by consumers). Consumers are not interested in the absolutely best product in all the characteristics, but in the one that successfully combines the qualities that are most demanded in this market segment, and are often willing to sacrifice some of the product characteristics for the sake of improving others.
Various methods have been developed to assess competitiveness. In this paper we used such methodology as the analysis of consumer characteristics of goods. Objects of research in this work were the following samples of suit fabrics: I - 70% wool fibers + 30% viscose fibers, II - 70% wool fibers + 30% synthetic fibers, III - 100% cotton fibers, IV - 40% polyester fibers + 60% cotton fibers, V -65% synthetic fibers +35% viscose fibers.
It was necessary to evaluate each sample according to a set of certain characteristics. The highest maximum total score was 100, and the highest score for any individual characteristic was 10. The obtained data are presented in Table 1.
Table 1.
Evaluation of competitiveness of the selected samples of suit fabrics
Maxi Samples of suit fabrics
mum 70% 70% 100% 40% 65%
score wool+ wool cotton polyester syntheti
30% +30% + 60% c fibers
The name of viscose Nitron cotton +
indicators 35% viscose
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Appearance 10 10 10 8 10 9
Raw composition 10 10 9 10 7 8
Structure 10 9 8 7 10 9
Finishing 10 10 10 10 10 8
Defects (presence) 10 10 10 9 8 9
Smell (intense ness) 10 10 10 9 9 9
Artistic and coloristic design 10 9 8 7 7 8
Informative 10 10 10 9 9 9
Markings Manufacturer 10 10 10 9 9 9
Price 10 9 8 9 8 10
Total 100 97 93 87 87 88
Based on the data in Table 2. sample No. 1 (70% wool fibers +30% viscose fibers) scored the highest number of points. We can conclude that this particular sample is the most competitive product among its counterparts. Thanks to a rational price-quality ratio, this sample is in high demand among consumers.
The problem of competitiveness occupies an important place in trade in general and in a separate trade enterprise. When studying the competitiveness of costume fabrics, the sample, which can enjoy great advantage among the goods-analogues, was revealed.
The results of the research enable the enterprise to develop its own assortment of goods in accordance with customers' requirements, increase their competitiveness, determine directions of activity depending on different stages of "life cycle" of products, find an idea and develop new goods, modify manufactured products, improve marking, choose a corporate style, determine ways of patent protection.
REFERENCES
1. Golovachev A. S. Competitiveness of the organization: a textbook / A. S. Golovachev. - Mn. : Vysh. shk., 2012. - 319 c.
2. Davydov A. F. Technical expertise of textile and light industry products : textbook / A. F. Davydov, Y. S. Shustov et al. - M. : Forum, 2014. - 384 c.
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3. Kiryukhin S. M. Quality and demand / S. M. Kiryukhin // Technology of textile industry. - 2014. - № 5. - C. 95-97.
4. Ermilova I. A. Merchandising textile goods : textbook / I. A. Ermilova. - SPb. : 2012. - 414 c.
5. Orlenko L. V. Assortment, merchandising and examination : textbook / L. V. Orlenko. - M. : FORUM : INFRA-M, 2011. - 271 c.
