| The Influence of Marketing Environment on Development of the Russian Grocery Retailers |
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Author: Tatyana N. Paramonova, Tatyana I. Uryasieva, Ibragim A. Ramazanov and Irina N. Popova Abstract: The paper points to the changes in consumer behavior in the grocery retail market. It shows the impact of network organization of retail as an economic and social tool on the quality of people’s life and highlights the growth of online sales. The approach to classification of retail chains is amended with the classification according to the scales of activities, as a result, international, federal, regional and local chains are identified. Such classification enables retail companies to adjust their behavior according to the living standard in concrete regions of Russia. The influence of external macroeconomic factors (legal, economic, social-demographic, technological) on development of grocery retail is examined. The paper systematizes problems in the systems of business organization and management in Russian retail: failure to understand who the target customer is, lack of efficient tools of merchandise management, non-optimized business processes and low operational efficiency, personnel problems. The paper proves that to retain market positions during the periods of economic instability retail chains need to work out and introduce a comprehensive crisis conception, which would include marketing tools to overcome existing difficulties. Keywords: retail chain; grocery retail; problems of the Russian retailers; macroeconomic factor; |
