Introduction. Until 2014, water supply in Sevastopol city and its municipal districts was combined due to its own surface and underground waters as well as a water conduit running from the Mezhgornoye reservoir located in the Saksky district and filled with the Dnieper waters of the North Crimean Canal. After 2014, this source was shut off. Therefore, it became important to conduct a comparative analysis of the quality of drinking water supplied to the settlements of this territorial entity. Purpose of the study: The study is aimed to assess the quality of drinking water and perform its analysis in Sevastopol city and nearby settlements, taking into account the increase in water intake from rivers and underground sources in recent years. Methods. Objects of the study are surface and underground water supply points, and drinking water for consumers. We used standard methods for the analysis of drinking water with an assessment of its physical, chemical and sanitary-bacteriological indicators using analysis of variance (AoV) methods. Water quality was assessed by the specific combinatorial index of water pollution. Using GIS technologies, maps were built to visualize a number of indicators: chemical oxygen consumption and data on the water pollution complexity coefficient at the stage when consumers receive water from the central water supply system (for all municipal districts). Results. It was established that sanitary and microbiological indicators of tap water quality — by the total microbial count, total coliform bacteria and thermo-tolerant coliform bacteria — immediately before being fed to the central water supply system in the Southern and Northern districts of Sevastopol, did not exceed sanitary standards. Due to the considerable length of the distribution networks and their high deterioration, secondary pollution of drinking water is currently taking place. In a number of municipal districts, it was revealed that the key indicators being assessed exceeded the norms of the State Sanitary Rules and Regulations. For the first time, with the help of GIS technologies in the ArcGis 10.4 software shell, specific ranks of drinking water pollution levels were distinguished for individual municipal districts, which made it possible to visualize the dynamic characteristics of polluting ingredients taking into account their territorial affiliation.

Для цитирования: Ярош О. Б., Митина Э. А. Рынок органической продукции региона. Каналы распределения и стратегии их развития // Экономика региона. -2020. -Т. 16, вып. 1. -С. 141-156 https://doi.org/10.17059/2020-1-11 УДК 332.1 О. Б. Ярош, Э. А. Митина Крымский федеральный университет им. В. И. Вернадского (Симферополь, Российская Федерация; zhilina_ella@list.ru) РЫНОК ОРГАНИЧЕСКОЙ ПРОДУКЦИИ РЕГИОНА: КАНАЛЫ РАСПРЕДЕЛЕНИЯ И СТРАТЕГИИ ИХ РАЗВИТИЯ 1 В работе рассматривается проблема формирования регионального рынка органической продукции через призму развития каналов распределения в Республике Крым. Для этого предлагается и апробируется методика исследования потребительской лояльности к каналам сбыта. Методология исследования включает набор исследовательских процедур: маркетинговый анализ с применением комплекса экономико-математических и статистических методов анализа, реализуемых в среде SPSS, картографирование с использованием ГИС-технологий для выделения геоинформационных профилей регионов, стратегический анализ перспективных направлений развития каналов распределения в зависимости от разных маркетинговых стратегий. Количественный расчет индексов лояльности позволил классифицировать каналы распределения по трем группам в зависимости от их привлекательности для потребителя. Отдельно выделены преимущества и недостатки каналов дистрибуции. Маркетинговое исследование целевого потребителя органической продукции показало, что превалирующими факторами «экологического» выбора являются ценовая политика, качество, сроки реализации продукции, широта ассортимента, уровень обслуживания, доступность и комфортность приобретения продукции. Оценка плотности точек присутствия каналов распределения в регионах выявила перспективные направления развития каналов, адаптированных под специализацию регионов. Разработанная система оценки каналов распределения продукции и рекомендации по способам продаж органической продукции и уровням ее востребованности в Республике Крым с учетом реальной емкости рынка могут быть применены производителями органической продукции и государственными органами власти. Ключевые слова: потребительский рынок, органическая продукция, каналы распределения, лояльность потребителей, геоинформационные профили, маркетинговые стратегии, маркетинг, регион, Республика Крым, привлекательность

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Neurobranding is one of the newest areas of neuromarketing, studying with the help of special experimental equipment the neurophysiological reactions of people to different brands. For the study of territorial brands, an eye tracker study using an eye tracker was conducted. Identification of territories occurs with the assignment of associated attributes, including: national colors and heraldry, cultural symbols and archetypes, architectural objects, object environment, complex identity, natural symbols, universal signs, abstract forms, font and grammatical forms. Based on this classification, we identified three: Madrid (font and grammatical form); I.Crimea (complex identity) and Adygea (natural theme). The study of brand identifiers showed that in the marketing promotion of territorial logos, the primary importance is the form of the brand identifier and its semantic load, in second place is its location depending on the angle of view, and last is color. Black-and-white images of brand identifiers are perceived as more complex, since they receive an average of 1.5 times more visual fixations. The most viewed part is in the field of view 0° to 45°, this is shown by the largest fixations of visual attention, while at a viewing angle of 135°-180° and 90°-135°, the largest saccades indicating reduced attention and low interest in these zones in the presented visualizations. Highlighted areas of peripheral vision can be used as a new experimental paradigm to test the hypothesis that information loss is associated with an increase in eccentricity, which will allow predictive prediction of the success of advertising of territorial logos based on new neurophysiological data.

The problem of imperfect information is one of the central focuses of institutional economics. Information asymmetry creates a contextual environment for marketing promotion. Its manifestations are associated with both the inability for the buyer to know the true price of the product and the risk of making the wrong choice. The paper deals with the assessment of information asymmetry that occurs in retail trade, as well as the development of algorithms for identifying areas of visual consumer interest that are responsible for consumer decision-making. The methodological framework of the research is based on experimental economics, including the methods of classical marketing and neuromarketing. The information base of the study embraces the research works of Russian and foreign scholars published in the leading peer-reviewed journals, as well as the authors’ previous studies, designed algorithms and methods for analyzing marketing and neuromarketing data. Empirical and experimental results show that when making a choice and a purchase decision, the buyer is guided by different types of information attributes that create information asymmetry. We put forward and statistically confirm five hypotheses concerning the optimization of consumer visual attention management, such as: there are differences in eye movement behavior of men and women when choosing goods; there is a correlation between time spent in a store and the number of impulse purchases made; the design of supermarket shelves increases the amount of visual attention; there is a relationship between the visual hierarchy of products and consumer choice; and information asymmetry of product display proves the redundancy of unstructured visual information. The research results are useful for retail businesses and are of high importance in terms of the fundamental understanding of the space organization in stores, as this allows getting new evidence about the possibilities of consumer visual attention management.