Features of development of the FMCG companies’ market and its role in the economy (in case of the moscow fmcg market)

Zhdanov K.

The article proves that the growing competition in the retail market encourages its participants to search for various ways to improve their marketing activities. The author demonstrates that given the economic crisis, which affected the purchasing power of consumers, trading companies need to clearly define the priorities and preferences of consumers, because they are looking for ways to maximize their benefits from the purchase of certain services, and their choice can affect the results of the enterprise. The article focuses on the fact that some enterprises (FMCG companies) focus exclusively on the end result, focusing primarily on profitability and market share. Of course, these indicators will always be important, because they show the effectiveness of the business, but they are only the result of customer loyalty and preferences. That is why it points to the need to research buyers in order to understand behavior and preferences and content or expand market share.

Keywords:FMCG companies, consumer demand and supply, buyer preference, market trends, retail, competitiveness, retail