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Muratova Shokhista, PhD in Economics, the department of Customs examination and classification of goods
Customs institute, E-mail: shohista11@mail.ru
ROLE AND IMPORTANCE OF COMMODITY SCIENCE IN THE IMPLEMENTATION OF INNOVATIVE FOOD PRODUCTS
Abstract. The analysis of the formation of commodity flows in the food market is given; it is also shown that in modern conditions a special institute is needed to study consumer preferences and design innovative food products. The role of such an operator in the supply chain of goods in the food market should be assumed by the institute of commodity science.
Keywords: commodity science, innovative food products, consumer preferences; supply chains of goods.
Commodity science as a scientific discipline de- the commodity is necessary from the standpoint
velops within the framework of a historically formed scientific paradigm on the basis of modern fundamental theoretical knowledge and is closely related to production technology, nutritional physiology, economics, and marketing [1]. In the study of the chemical composition, physical and chemical properties of goods, the processes occurring in them during storage, as well as in the development of methods of production, storage, including food canning, knowledge of physics, chemistry, microbiology and other basic sciences are used in commodity research.
This product is the material basis for trade. Communication commodity science with economic sciences (economic geography, economics of trade, organization of wholesale and retail trade, etc.) allows you to properly organize the study of demand, placing an industry order, keeping records of goods during its turnover, optimize the range, monitor the status of inventories in the wholesale and retail chains supply chain. The multi-factor character of the tasks facing commodity research requires a special systematic approach.
The system organization of commodity science will allow satisfying the widest needs of the population in high quality goods and services. Investigate
of a systematic approach. The systematic approach implies a methodological trend in science, the main task ofwhich is to develop methods for the study and design of complex objects.
Commodity science, as a branch ofhuman activity, has existed since the formation of commodity-exchange relations in society. Already at the dawn of human history there was a need to develop a system of equivalence of goods, taking into account their consumer value. The development of such a system inevitably required the formation of a system of evaluation of goods on the basis of quality and quantity.
In the conditions of commodity-market relations, the system of interaction between various food market operators has changed dramatically. Currently, the process of forming the mechanism of innovative consumption, including foodstuffs, is intensively underway [2]. Separate elements of this mechanism are at various stages of formation, but the general trends of its development can be formulated already now. In general, any system that is at a fixed point of its evolutionary development is always affected by a range of factors acting on it. The vector of development of the system is the resultant force, which is a consequence of the balanced influence of
existing factors. As a rule, the main factors are factors that stimulate innovative development, and factors aimed at maintaining the achieved level (conservative factors).
As an example of a conservative, preserving for generations, the accumulated experience in catering can be considered the principle of organic nutrition [3]. According to this doctrine, rational nutrition is based on products obtained with minimal involvement of innovative technologies. This approach has a significant number of supporters, and the turnover of "organic food" products amounts to tens of percent of the total world food production. However, it may not take into account a number of factors that affect food raw materials, which for various reasons, the manufacturer cannot control, and which can have significant effects on the object of control. These factors can include the effects of various physical fields, climatic and other factors. At the same time, social factors influencing the quality of life (state of permanent stress, high intensity of labor, climatic and natural factors of psychological impact on the vital activity of a modern person) do not always guarantee adequate nutrition, organized on the principles of "organic foods".
Considering the arguments presented in the last 2-3 decades, the technology of food production has been developing with the ever-increasing influence of specialized and functional nutrition on it [4; 5]. This direction is being developed by the "trial and error" method, but the achieved level of innovative technologies in the field ofspecialized and functional nutrition allows making a conclusion about its unconditional prospects.The direction of specialized and functional nutrition is also heterogeneous and has a tendency of wide differentiation: from the ideas of a balanced mass food [5] to nutrigenomics [6], which takes into account the individual characteristics ofan individual organism. The personal approach to nutrition is also due to the physiological and psychological characteristics of the perception of food, different sensory sensitivity to the same food objects [7].
In modern understanding, the term "quality of food products" describes not only the biological, physiological, energy and other types of product value, but also its ability to satisfy the most sophisticated, sometimes difficult to describe heuristic consumer characteristics [8].
One of the main objectives of merchandising in the current system of the balance of quality expectations and its real content is the development and implementation of technology to give products all new consumer qualities that not only meet the expectations of consumers, but also anticipate them.
The formulated task is not trivial, and requires the development of a new ideology for the formation of a food market. The main innovative feature of such a market is: on the consumer side, the presence of conscious demand for food products in accordance with individual (group) preferences; on the part of the institute of commodity science - the ability to adequately respond to the demands of society to meet consumer preferences in the present tense and in advance; on the industry side, the ability to quickly meet the identified consumer preferences in the form of innovative technologies and products.
Which element of this triad is limiting - determining the pace of introduction of innovative products?
A distinctive feature of modern industry is its greatly increased mobility. If in the 80's-90's of the last century, the acceptable depreciation rate of technological equipment was 12-14%, which implied a 7-8-year period of its operation, today some enterprises reduce the time needed to upgrade equipment to 3-4 years. At the same time, of course, depreciation charges increase, ultimately affecting the retail price of goods.
The strategy of quickly updating the product range of products is justified. Thus, the industrial sector from a conservative link has become a link that can quickly respond to emerging market needs. The industry can quickly organize the production of almost any product and is ready to fulfill any order of the market, but it turned out that the procedure
for forming such a kind of technical task is a difficult and extraordinary task.
Despite the increased mobility in the promotion of innovative products to the market, the industry still plays a subordinate role, as it is forced to focus on the technical task set by other social institutions
[9; 10].
In the above triad of the main operators of the innovative food market, the consumer also plays the role of not the subject, but the object of application of new technologies. He is also unable to manage the process of innovative development of food technology. At best, an analysis of consumer behavioral mechanisms may reveal the level of consumer acceptability of food products, but not the vector of development of its consumer preferences. The concept of "consumer preferences" refers to the psychological and emotional sphere of assessing the quality of goods, and they can be formulated as a result of special technologies of heuristic expertise.
The only subject in the process of forming an innovative food market can only be a merchandising institute whose task is to identify consumer preferences in the form of a heuristic portrait of a product, the translation of heuristic characteristics into technological concepts and modes, and the development of technical specifications for the production of an innovative product for industry.
At the same time, a commodity expert should have broad knowledge and competences in all areas: identifying consumer expectations with their differentiation by age, social, sex, and regional groups; possession of a mathematical apparatus for an adequate assessment of the results of the examination; the transformation of the identified consumer expectations into physic-chemical concepts and technological semantic categories; the formation of "technical specifications" of the industry; organization of targeted delivery of products designed and manufactured to orders to the consumer through the wholesale and retail networks.
Identification and systematization of consumer preferences can be methodically implemented using a clustering procedure [11].
When implementing the clustering procedure, the principle of ensuring maximum information content should be observed. This principle assumes that the cluster parameters are formed in such a way that the amount of information about the described samples is maximum:
h = -£p log P
max,
where P. is the probability of the sample belonging to the i-th cluster; Nd - the number of clusters.
Algorithms of cluster analysis are very diverse. These can be, for example, algorithms that implement a complete enumeration of combinations of objects, or carry out random partitions of a set of objects. At the same time, most of these algorithms consist of two stages. At the first stage, an initial breakdown of the set of objects into classes is carried out and a certain mathematical criterion of the quality of classification is given. Then objects are transferred from class to class until the criterion value ceases to improve. Such algorithms are widely used for fuzzy formulation of criteria for belonging.
The task of clustering samples is usually formulated under conditions of sufficient certainty of the criterion clustering base (the type, functional purpose, and vector of parameters defining consumer properties of samples are preset), and therefore, simplified algorithms for determining whether a sample belongs to a cluster can be used. A sign of the sample belonging to the formed cluster is the fulfillment of the condition:
Rq = ~ £ 4(X* - ** )2 < R*r , n i-1
where R is the standard deviation of the sample
q r
characteristics from the average in the cluster; xi -technical characteristics of the sample (when clustering the samples, both quantitative and qualitative characteristics of the samples are used, the value x. = 0 is assigned to the qualitative characteristics
of the samples if this characteristic is absent in the sample and x. = 1 if the characteristic is present); x is the average value of the i-th technical character-
oi O
istic in the analyzed set of samples; Rfhr - the threshold value of the mean square deviation of the sample characteristics from the average in the cluster.
The choice of R is carried out on the basis of an
thr
iterative procedure, based on the principle of maximum informative clustering. Clusters are allowed to form for the spectrum of Rfhr values.
From the above list of tasks facing commodity research, it is clear that the commodity expert should take on the functions of the organizer and operator of the supply chain of innovative goods
[12]. Such product supply chains should contain functional, morphological and informational components [13; 14].
A functional description is necessary to determine the place, role and assessment of the relationship of the supply chain to the external environment. The morphological component forms the idea of the structure of the supply chain, and the informational component consists in the formation of information content on the properties of the chain as a whole and its individual elements.
A schematic diagram of the movement of information and material flows in the design of new food products is shown in (figure 1).
Figure 1. Formation of the chain of material and information flows in the design of innovative food products
As can be seen from the figure, the tasks of com- an analysis of the effectiveness of the results achieved
modity science in the design of innovative food prod- and measures to adjust the entire project. Thus, in
ucts are reduced not only to identifying consumer the conditions of a developed market, the role of a
preferences and developing a new product project merchandiser becomes key value. Commodity sci-
in the form of a "technical task", but also organizing ence should assume the function of the operator of
the whole process of providing the population with innovative types of food, taking into account its diverse needs.
Each of these stages requires reflection and development of its own theoretical framework, including methodological, methodological, informational support. The underestimation of the role of commodity science and the lack of a systematic approach to its tasks in modern society can not only create unfavorable prerequisites for a real improvement in the
quality of life of the population, but also create unfavorable prerequisites for the growth of consumption rates, and hence GDP in the whole country. Moreover, it is necessary to create conditions for enhancing the role of commodity science, giving this sector of the economy new functions, primarily in the area of developing a new culture and technology of consumption, which will inevitably lead to the rapid development of the consumer goods market, which is the locomotive of the national economy.
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