Shaping the Range of Footwear in Different Materials According to a Person’s Psycho-Type

The article is to highlight and substantiate the results of marketing research, determine human psycho-types regarding the design of shoes, materials, heel shape and toe, so it is possible to: improve the range of manufacturers, predict the use of modern classic leather and textile materials, for the production of products of this segment; improving its quality; increasing demand for footwear from Ukrainian manufacturers and the percentage of finished goods. Marketing research was conducted with the help of respondents of the shoe store brand “Kachorovska”, Kyiv (Ukraine), which helped to properly form the range of women's shoes according to the psycho-type and temperament of the buyer. These data helped to create a system that allows you to properly and efficiently shape the range of shoes and thus fully satisfy the buyer and achieve the desired percentage of sales. The article considers the state of the domestic footwear market and presents the results of marketing research of consumer preferences taking into account the human psycho-type during the formation of the range of women's shoes from different materials, and clarifies how its range meets the needs of the population. In this paper, a comparative analysis of the choice of shoe models of the appropriate human psycho-type for the formation of the range, which will reduce the number of unsold shoes at the end of the season. It was found out which models of shoes will be chosen by consumers with one or another psycho-type.