Published in «Russian Journal of Retail Management»3 / 2017
DOI: 10.18334/tezh.4.3.38619

Directions of marketing policy of a trade organization operating in the regional children's goods market in the "games and toys" segment

Gafarova Diana Alekseevna, Siberian State Industrial University, Russia

Направления развития маркетинговой политики торговой организации, работающей на региональном рынке товаров для детей в сегменте "Игры и игрушки" - View in Russian

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Abstract:
The article describes the situation in the market of children's toys that established in Russia in 2012-2016. We identify market trends regarding the product line “games and toys“. We characterize consumer behavior and the decision-making process of purchasing goods for children in the market in the context of rationalization of consumer behavior. We present the results of the analysis of the activity of specialized marketing channels. The article gives practically and theoretically well-founded guides to the development of the marketing policy of the trade organization operating in the regional children ‘s goods market, which sells “games and toys” as the main product line. As key recommendations we suggest using the concept of omnichannel marketing.

Keywords:

children's goods, children's toys market, omnichannel, retailer

JEL-Classification: D12, L81, O24

Citation:
Gafarova D.A. (2017). Directions of marketing policy of a trade organization operating in the regional children's goods market in the "games and toys" segment [Napravleniya razvitiya marketingovoy politiki torgovoy organizatsii, rabotayuschey na regionalnom rynke tovarov dlya detey v segmente "Igry i igrushki"]. Russian Journal of Retail Management, 4(3). (in Russian). – doi: 10.18334/tezh.4.3.38619.


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