SOUVENIR MARKET: TRENDS, MARKETING AND FACTORS WHICH FORM THE QUALITY

Abstract

Purpose. Explore the modern souvenir market in Ukraine and apply a functional approach to the characterization of souvenirs; make a classification gifts handmade; establish the relationship between the raw resource base, production of souvenirs and quality of finished products.

Methodology. The methodological base of research served methods: analysis - during the study investigated the problem, characteristics of the conditions of functioning market factors of quality; forecasting - to formulate conclusions and recommendations for improving the living conditions of souvenirs on the market.

Findings. Analyzing the market, we can notice that the volume of realization of souvenirs, handmade goods Decor steadily increasing, and internet-realization is more dynamic than other channels. Still remains unresolved the issue of distribution and promotion of people's ethnic souvenirs. The problem of domestic tourist souvenir market, first and foremost, is to reduce the spread of areas of folk art in general in the state due to: lack of authentic crafts media, financial difficulties, improper marketing; reducing the number of souvenir shops; presence in the souvenir market Ukrainian ethnics piece and substandard goods that are not related to authentic Ukrainian culture. The above range of issues and it is topical further scientific interdisciplinary studies. Significant development market becomes souvenirs handmade, which is the demand and supply.

Originality. Determination of the basic laws of the market of souvenirs and home decor; establishing the characteristics of different market features handmade and description of the main product groups.

The practical value. The application of research results in the study of such subjects as "Commodity souvenirs and handicrafts products", "commodity components rynkoznavstva" and so on.