67. PRODUCT RANGE

Assortment of goods - this is a set of their species, varieties and varieties, combined or combined according to any sign (purpose, color, size, method of production).

Product range - the totality of all assortment groups of goods and commodity units offered to the buyer by a particular seller.

Product range is of great socio-economic importance, since the completeness of satisfaction of consumer demand and the quality of service for market entities depend on it.

Assortment indicators:

1) breadth of assortment - the number of products of a particular type;

2) depth of assortment - the number of varieties of a particular type of product, the number of positions in each group of goods;

3) completeness of the assortment - the ratio of the actual number of varieties of goods to its quantity, provided for by the corresponding nomenclature or specification;

4) the degree of renewal of the assortment - the share of new products in the total volume that went on sale;

5) the structure of the assortment - the share of commodity groups, subgroups, types and varieties of goods in the total amount of turnover. If the assortment structure does not reflect consumer demand, stocks of slow-moving, stale goods are formed, an artificial shortage is created for other goods required by the consumer.

A rationally formed assortment speeds up the sale of goods, reduces the cost of labor and time to search for, purchase the right product, and ultimately helps to meet the demand of potential consumers.

There are two types of assortment:

1) industrial assortment - a list of goods produced by a manufacturing or agricultural enterprise;

2) trade assortment - a list of goods that are in the sphere of circulation, in particular, in wholesale and retail enterprises. The trade assortment, as a rule, is wider than the industrial one, since it includes goods from various industries, as well as imported ones. The trade assortment depends on the type of enterprise (base, store, warehouse), region, demographic characteristics of the population. The assortment policy of market entities also contributes to the rational formation of the assortment of goods.

Assortment Policy in the field of commodity supply of the market is built on the basis of long-term programs for the development of the range of goods aimed at optimizing the nomenclature structure of goods, taking into account:

1) the demand of various consumer groups;

2) available material, financial resources for the production of various goods, the level and ratio of prices for them;

3) the main consumer parameters of products for various consumer groups.

To develop an assortment policy, it is necessary to study the so-called product life cycle, based on the fact that a product on the market consistently goes through a series of stages. Depending on the characteristics of each stage of the life cycle, it is necessary to select goods and plan the assortment, set the level and ratio of prices, evaluate profits, and use appropriate forms and methods of sales.

Assortment policy changes as the production of goods grows, the development of wholesale and retail trade, changes in the standard of living of the population.

Author: Shepeleva A.Yu.

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