Competitor Goods as Valuation Objects
Buying a product (service) is the final act in the competitive struggle of suppliers for the attention of the consumer.
The decision to purchase high-value goods and durable goods is taken long before they are paid and is born in stages: awareness of the need - information retrieval - information evaluation - the final decision-making.
The choice goes from the general to the particular (Figure 8). The starting point, according to F. Kotler , can be desire-competitors, the object of which are goods of all kinds, satisfying the same need of the buyer. For example, a consumer who wants to use purified water must make a decision either about buying and using a domestic filter, or about the systematic purchase of bottled water.
There may be situations when a consumer who wants to spend a certain amount of money, in stages, in detail, analyzes the objects of purchase. At each stage, it compares the competitive advantages and sequentially makes decisions with respect to the compared objects.
Competitive brands are the main object of a comparative analysis of quality indicators of analog goods conducted by manufacturers and experts (attracted by consumer organizations and competitive commissions). It is between competitor brands that the most severe rivalry takes place (an analogy with the animal world is relevant here, where the intraspecific competition is the engine of evolution). Competitive brands are also subject to trade valuation for competitiveness indicators such as sales volume, sales level.
The competitiveness of brands-co-competitors (see Figure 8) is estimated by the consumer in the process of final decision making.
As for aggregated valuation objects, they are selected not only by the consumer at the initial stages of purchasing decision (s), but also by other appraisers, in particular:
o manufacturers in the formation of strategic plans to increase competitiveness (say, the manufacturer of lighting products solves the issue (taking into account the work ) on the timing of the transition from the production of energy-saving fluorescent lamps to the production of LED light sources, the market for manufactured goods (in the context of their groups, species) in order to determine the indicator share of the product in the market & quot ;;
Fig. 8. Objects for assessing the competitiveness of goods
o the trade organization and the enterprise when planning the shopping assortment (by class of goods) of the new store, assessing the level of profitability and the level of implementation as indicators of the competitiveness of certain groups and varieties of goods. According to the specified criteria, the store is improving the structure of the assortment (see Appendix 3);
o management structures in the operational statistical recording of production and sales of classes (groups, types) of goods, in developing a strategy for developing the economy, determining the level of competitiveness in the world market.
A selectable nomenclature of competitiveness criteria is associated with the category of the object.
With the successive separation of objects, the nomenclature of competitiveness criteria is detailed. For example, when evaluating varieties of goods, a very wide range of single indicators is involved - up to several tens, whereas when valuing goods at the level of " operate with one general criterion - the "level of customer satisfaction."
When assessing the competitiveness of a set of goods, not only the criterion of the quality of the goods is applied, but also the criterion the quality of the set of goods - the criterion of the rationality of the assortment of goods. The larger the object, the more significant the criterion.
Thus, the choice of an object is determined by the objectives of assessing competitiveness.
In trading, the valuation object is often a combination of goods, such as a trading assortment. It is assessed on such specific criteria of competitiveness as profitability, share in commodity turnover. Based on the evaluation results, the structure of the assortment is improved.
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