MARKET RESEARCH OF SNACK PRODUCTS

The article considers the essence and main tasks of marketing research on the market. The main aspects of the process of conducting marketing research and tools are considered. The object, subject and role of marketing research in a modern market environment are considered. The need for marketing research, which is due to the need to reduce the risk of making the wrong decision due to better knowledge and understanding of the state and dynamics of environmental factors, is shown. The purpose of conducting marketing research is to identify the ability of a company to take a competitive position in the market, reduce risk and the degree of uncertainty, increase the likelihood of success of marketing activities. It is determined that the main purpose of marketing research is to provide the marketing manager with all the information necessary for him to fulfill his functional responsibilities in the marketing management process, namely: analysis, development of marketing strategies, planning, control and regulation of marketing activities. Among the consequences of making unreasonable decisions due to lack of awareness of enterprises about the needs of consumers, market development trends, the following are identified: introduction of goods or services that are not in demand into production; incorrect pricing policy; inconvenient for the consumer places of sale of goods; ineffective advertising; missed opportunities. The paper analyzes the Ukrainian market of snack products, its prospects, and the main players. The main characteristics of the development of the snack market, the principles of the use of marketing tools for positioning brands on the market and the definition of the main characteristics of attracting the attention of consumers to the products of the main players are determined. The main indicators and figures characterizing the market volume of snack products are investigated.