Development of marketing research in the management of consumer decisions in the field of water supply to national economic facilities

¹ Bishkek State University named after K. Karasaeva, Bishkek, Kyrgyzstan
² International University of Kyrgyzstan, Bishkek, Kyrgyzstan
³ Kyrgyz State Technical University named after I. Razzakov, Bishkek, Kyrgyzstan

^* Corresponding author: savina_doc@mail.ru

Abstract

This study reveals the essence of marketing research and presents a complete proposal for a marketing research program, including an analysis of possible alternatives for various market participants related to the consumption of water resources. The intensive introduction of marketing tools in various spheres of economic life determines the theoretical and practical interest in the algorithmization of planning activities in the field of marketing, the provision of services to the population and companies. Conducting market research allows the company to understand what customers want, the criteria by which they choose management companies and services for the provision of water consumption and sanitation services, the likelihood (or impossibility) of raising or decreasing prices. Consequently, companies can dynamically track any changes in customer needs, which allows them to retain customers and attract new ones. In turn, this provides the company with high competitiveness, market stability and favorable further economic growth. The main goal of this article was the development of marketing research in the management of the formation of consumer decisions. In the process of writing this article, a literature review, data synthesis and analysis, and systematization of the findings were conducted. The results of the study can be applied in the management of the formation of consumer decisions.