Research of macro and micro environmentson essential commodities market during the pandemic period in Ukraine

Abstract

The authors of the article supply calculations of the aggregate of criteria of quantitative assessment of the factors of impact of macro and microenvironment on the conjuncture of the essential commodities market. The research determines the main factors of impact of microenvironment on the conjuncture of the essential commodities market, particularly pandemic, climatic conditions, volume of export and impact of products, legal support for sales of the products, tax policy, state system of standardization, protection of consumers rights, level of income of consumers and producers, available markets for sale, range of products at the market, competitiveness of the products, inflation, increase of the number intermediaries, information supply at the market, scientific and technical progress. It is substantiated that the greatest impact among the macro-factors of permanent effect on the conjuncture of the essential commodities market is made by pandemic, inflation, competitiveness of the products. It should be noted, the COVID-19 pandemic has made its own adjustments to the functioning of the essential commodities market. In particular, at the beginning of the crisis, there was an increase in demand for essential commodities, however, consumers quickly adapted their behavior model to the new requirements. Among the microenvironment factors of impact on the conjuncture of the essential commodities market, the authors specify the following, particularly consumer characteristics of the product, available competitors, application of innovative technologies, ecological properties of goods, logistical support, quality of products, volume of consumption by population, and marketing ones. However, the greatest attention should be paid to consumer characteristics of the product, volume of consumption by population, available competitors, and quality of products. The research results are justified basing on the calculations of the concordance coefficient. Considering the conducted researches, one can notice a paradox in the current conditions of the legal support of product sales. In particular, on one hand, it is imperfect, on the other hand the essential commodities market still perform, demonstrating quite positive results.