MARKET RESEARCHES OF THE TARGET MARKET TO FORM OPTIMUM CLOTHES SET FOR A SCHOOL STUDENT ON THE BASIS OF THE INTEGRATED REQUIREMENTS

L. S. Panchenkova,
Associate Professor of the Department of Commodity Researchand Expertise,
e-mail: lara_lsp@mail.ru
E. Yu. Dolgova,
Candidate of Technical Sciences, Associate Professor of the Department
of Commodity Research and Expertise, Omsk State Technical University, 11 Mira Av., 644050, Omsk, Russian Federation
ORCID ID: https://orcid.org/0000-0003-3174-7142
e-mail: dolgova13@rambler.ru

MARKET RESEARCHES OF THE TARGET MARKET TO  FORM OPTIMUM CLOTHES  SET FOR A SCHOOL STUDENT ON THE BASIS OF THE INTEGRATED REQUIREMENTS

Introduction. The variety of requirements of different groups of consumers, the influence of the conditions and environment of operation until now has not allowed to form uniform requirements for the wardrobe of a modern schoolboy.

The purpose of the article is to identify the integrated requirements of the main groups of consumers and develop recommendations for the formation of the optimal wardrobe of the student, taking into account the specific operating conditions and reference to the terrain.

The research was carried out on the basis of theoretical and empirical methods, such as analysis, synthesis, sociological method by questionnaire survey.

According to the results of the study, the authors systematized groups of major consumers, stakeholders and direct users of school uniforms, The influence of geographical, social, economic, demographic factors on the choice of school uniforms and the formation of a rational wardrobe of students, the need for a marketing approach in the introduction of school uniforms in specific educational  institutions, taking into account the requirements of target groups of consumers. On the example of a  certain territorial and climatic segment recommendations on the formation of optimal clothes set for the student were developed.

Keywords: needs, integrated requirements, consumer groups, school uniform, optimal clothes set.

References

  1. Federal’nyj zakon ot 29 dekabrya 2012 g. № 273-FZ «Ob obrazovanii v Rossijskoj Federacii» (red. оt 29.12.2017 [Federal Law No. 273-FZ of December 29, 2012 «On Education in the Russian Federation»]. URL: http://www.consultant.ru/document/cons _doc_LAW_140174//
  2. Tekhnicheskij reglament Tamozhenno gosoyuza 007/2011 «O bezopasnosti produkcii, prednaznachennoj dlya detej i podrostkov» [Technical Regulations of the Customs Union 007/2011 «On the safety of products intended for children and adoles- cents»]. URL: http://www.consultant.ru/document/ cons_doc_LAW_120860/3d6da481882177c9ff9560ef78bd537952eae415/
  3. Pis’moMinisterstva obrazovaniya i nauki RF ot 28 marta 2013 g. N DL-65/08 «Ob ustanovlenii trebovanij k odezhde obuchayushchihsya» [Letter of the Ministry of Education and Science of the Russian Federation of March 28, 2013 N DL-65/08 «On the establishment of requirements for the clothing of students»]. URL: http://www.consultant.ru/document/ cons_doc_LAW_144315/
  4. Denisova O. I. Analysis of foreign experience of the introduction of the school dress code. Obrazovanie I nauka. Ekaterinburg, 2016. Vol. 9. pp. 136–152. (In Russ.).
  5. Petrosova I. A., Andreeva E. G., Guseva M. A., Zareckaya G. P., Saidova SH. A. Research of consumer demand for formation of a rational wardrobe of schoolboys. Izvestiya vysshih uchebnyh zavedenij. Tekhnologiya tekstil’noj promyshlennosti. Ivanovo, 2017. no. 4 (370). pp. 297–301. (In Russ.).
  6. Kiseleva E. V., Dolgova E. YU. Analysis of the requirements for school uniforms. Nauka v sovremennom informacionnom obshchestve. Publ.NIC «Akademicheskij», 2016, pp. 133–135. (In Russ.).
  7. Marketing: obshchij kurs : ucheb. posobie. Pod red. N. YA. Kalyuzhnoj, A. YA. YAkobsona. 5-e izd., ster [Marketing: General course: studies. benefit. Ed. I. Kaliuzhna, A. J. Jacobson. 5th ed., erased]. Moscow, Publ. Omega L, 2011. 476 p.