Improving Marketing Strategies Based on Local Consumer Demand Segmentation for Knitting Products

Аннотация

In this article, segments of the local consumer market for sewing and knitting products in our country, stages of segmentation, improvement of marketing strategies, strategies for segmenting the markets of sewing and knitting products It is proposed to implement ways to improve the segment's share in international markets, demographic segmentation, the promotion of the textile and cottage trade, and the modern system that meets modern requirements. Keywords: Strategy, sewing-knitting, segment, stage, behavior, market, trade, enterprise, income, design, price, quality, attractiveness, brand, color, fabric, competition, object, incentive. domestic markets and improving the marketing Introduction: In Uzbekistan, knitted and crocheted system. products are improving year by year, and we are increasingly acquiring our own national knitted and One of the main factors in the development of product crocheted products and brands, and this is being done sales in exporting sewing and knitting enterprises in the on a very large scale. conditions of a market economy is the development of a marketing strategy based on all aspects. In a The population of our republic uses not only Uzbek competitive environment, any business entity should sewing and knitting products, but also imported choose its own marketing strategy in order to be products, but the purchase of Uzbek sewing and effective in the market. In this case, the capabilities of knitting products was the most common in the survey, the enterprise are adjusted to the market demand, and accounting for 77%. It was mainly noted that the the marketing strategy is developed based on market population with an income level of 500 thousand research and prospecting, product and consumer soums to 1 million soums uses these products more research. and the selling price of these products satisfies them. In most cases, marketing strategies focus on growth It turned out that women mainly buy Uzbek knitted and goals, such as increasing sales volume, market share, crocheted products for themselves and pay great revenue, or size of the company. Growth is a factor that attention to their quality. influences the company's performance, stimulates Nowadays, there are many conveniences for shopping, initiative, and increases the motivation of the shopping malls, company stores, online, etc. Anyway, company's team and management. our people said that it is pleasant for them to make When developing sales of knitted and crocheted purchases mainly in the markets. This, in turn, means products, the marketing strategy should clarify such the need for exporting enterprises to create strategies important aspects as what kind of product is being for capturing not only international markets, but also introduced to the market, in what assortment and price International Journal of Management and Economics Fundamental 7 https://theusajournals.com/index.php/ijmef International Journal of Management and Economics Fundamental (ISSN: 2771-2257) range, what kind of consumer the product is intended used to influence demand and sales, and what kind of for and what consumers it can attract in the future, after-sales service should be provided (Figure 1). what conditions are necessary to sell the product at the planned level, what channels and in what quantities the product should be delivered, what means should be Establishing segmentation principles Defining segmentation methods Determining segmentation criteria Choose a target market Select the target segment Forecast the product Figure 1. Stages of market segmentation of sewing and knitting products single-factor and multi-factor, and can be analyzed in One of the classic methods of market segmentation is relation to product types, consumer groups, and the macro and micro segmentation methods proposed individual segments. When developing new products, by Lamben. this method allows you to identify the target segment Market segmentation stages, in turn, are related to 7 by positioning all segments of consumer desires and different segmentation areas, namely product behavior, technical characteristics, parameters, design, production and market volume, type of products in the and quality indicators of the products. This approach market, product market category, price, packaging determines which parameters of the products need to type, design, and combination parameters. be improved and which segments of the market fit into In order to determine the share of enterprises in this model. international markets and the competitive position, the In particular, sewing and knitting products can be market envisages the implementation of segmentation divided into separate segments of the consumer group in relation to consumer groups. In the framework of based on factors such as design, price, quality, integrated marketing, it is also important to define a attractiveness, brand, color, fabric, and country of specific segment for effective market movement of manufacture, a