Досліджено ринок художніх матеріалів України. Виявлено основні чинники формування конкурентоспроможності вітчизняного ринку художніх матеріалів. Проаналізовано досвід зарубіжних країн щодо розвитку ринку художніх матеріалів.
Исследован рынок художественных материалов Украины. Выявлены основные факторы формирования конкурентоспособности отечественного рынка художественных материалов. Проанализирован опыт зарубежных стран относительно развития рынка художественных материалов.
Art and hobby materials market of Ukraine is studied. Basic factors of formation the competitiveness of internal market of art materials are determined. The experience of foreign countries regarding the development of art and hobby materials market is analyzed. An important factor in the competitiveness of the art and hobby materials market of Ukraine, according to international experience, is the expansion of product categories, especially for amateurs who are the main clients of art-shops and supermarkets, as well as for children and beginners is established. Moreover, the concept of assortment building and measures of promote for beginners and children should be formed so as to eventually transfer them to a group of customer"s segment "amateurs."