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Technologia i Jakość Wyrobów 61, 2016

ARTYKUŁ INFORMACYJNY/ INFORMATIVE ARTICLE

The Optimization of the system "price – quality" in shoes

Nataliia Popovych*, Mykola Bednarchuk

Nonfood Commodity Sciences Department, Lviv University of Trade and Economics, Lviv, Ukraine, *e-mail: popovich.n@i.ua

Summary

Elaborated a questionnaire, conducted organoleptic evaluation of quality shoes, which sold on the one of

the largest in Western Ukraine shopping centers. On the basis of these researchs done Rankings

respective store LLC “AJPIE-L”.

Key words: competition, market, shoes, evaluation, consumer properties..

1. Introduction.

In the modern world the status of a state is determined by two most important integrative aspects: scientific versus technological level and the ability to develop. Considering the struggle between competitions, the superior position is occupied by the one who joins the efforts of particular scientists and practical specialists in search and implementation of different innovations. It is natural that leaders who tend to think out of the box do realize the importance that the optimization of the correlation “price–quality” on markets and direct their intellectual and financial resources onto it.

It is crucial to mention that in Ukraine for a long period of time the correlation “price–quality” was artificially maintained on the level beneficial for sellers. This led to such cases when the price of the same pair of shoes varied in different departments of the same mall, in the margins of one city, etc. price was dependent on strikingly subjective factory, typically – it was dictated by the desire of a seller to receive the greatest profit. Obviously, in such a case correlation “price–quality” was completely disregarded for this reason, nowadays LLC “AJPIE-L” one of the biggest retail networks in Lviv and in the whole Western region is responsible for security the sound between price and quality of clothes and footwear in which on the territory equal to 13 hectares there are modern shopping malls in which in turn 2000 shops are efficiently functioning. Daily 13–

30 thousand people, potential customers, visit this shopping center and 17 thousand people are involved in providing service there.

2. Experimental part.

Shops selling shoes where selected to give grounds for our research as their number is the biggest more than 200 stores. The optimization of the system “price– quality” in relation to footwear is called to raise the general prestige of the market, to protect the rights of loyal customers and to attract new ones. What is more, it is expected to reveal the tricks of entrepreneurs who deliberately rising prices following their vested interests. For this purpose, specialists in the domain of the footwear quality were involved in the research process.

On the basis of the agreement on the collaboration of LLC “AJPIE-L” (marketplace “Pivdennyi”) and Lviv University of Trade and Economics which deals with forming shoe optimal assortment that provides correlation "price-quality", professors, candidates of sciences and graduate students of the department of commodity merchandizing and nonfood goods technologies of LUTE were involved and carried out examination of the shoes by organoleptic evaluation. For this study special questionnaire (table 1) that includes few levels has been worked out.

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Technologia i Jakość Wyrobów 61, 2016

Table 1. Shoes organoleptic evaluation questionnaire.

EVALUATION ITEM

Occurrence(+ −)

1. Object name (copied from the box)

2. Warranty 3. Cost 4. Label existence 5. Label details: shoe size shoe width trademark color shoe model № quality inspector shoe standard date of production 6. Hard toe puff stability 7. Quality of upper part stich

8. Parity of upper parts and decorations 9. Quality of stich

10. Heel setting 11. Stiffener quality 12. Shoe parity (size) 13. Heel high 14. Inside mark size width trademark model quality inspector № standard 15. Parity 16. Quality of sole: 17. size mark 18. width mark 19. Parity of soles 20. Elasticity 21. Sole density 22. Device functioning 23. Tongue slider 24. Shoe lining 25. Sock lining

26. Shoe quality on the table 27. In the box: care instruction removable heeltaps moth insecticide other 28 Critical insufficiency

The questionnaire containes 28 indicators at the first level, some of which have been detailed at the second level. 5-6 samples were elected for testing at each store. 155 pairs of shoes were investigated.

The evaluation of footwear wasstarted with a general assessment of the packaging, because in accordance with the standard requirements of the available package for this pair of shoes was also taken into 96

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Technologia i Jakość Wyrobów 61, 2016

account when calculating the store rating in the competitive environment of the studied shopping complex.

The next step was photographing a particular pair of shoes, and a code was given to the tested pair, which shoved the studied pair of shoes, quashed any impact on the future of assessment and, in our opinion, increased the objectivity of the result.

We studied the assortment of men's, women's and children's shoes produced in Ukraine, China, Poland, Turkey, the USA, England, Portugal, Australia, Italy, and Germany.

The most common identified deficiencies were: - poor connection of joints (loose stitching); - loose heel;

- shoes do not pair by size (0,4 sm); - the gaps between the shoe bottom parts; - damaged lining;

- inappropriate style pads; - poor connection of joints; - improper quality of joints; - unevenly glued sole, pleats;

- the asymmetry of the height of wedgies (0,5 sm); - the gap in the sole (0,2 sm);

- poor connection of joints and the off state of the lining;

- improper quality of upper part stich; - the asymmetry of shoes in size (0,3 sm); - improper quality of strich details;

Other defects do not violate the performance characteristics of the shoe, however, impair its appearance and can affect the comfort during wearing. Based on the results of the organoleptic evaluation, the market management has considered further possibility of a shop to trade at LLC “AJPIE-L”. Entrepreneurs, which shoes in the ranking took the last place, were proposed to take a number of measures for the optimization of the ratio "price-quality" in particular – to reduce prices on shoes, change of suppliers, the shoe quality of which was unsatisfactory.

The results of the assessment enabled the management of the shopping complex to rank individual commercial enterprise on the level of matching shoes optimal ratio

In addition, the experts made a conclusion to each store selling footwear. For example, the conclusion

regarding store No. 34 in the shopping center "Tsentralnui", which presents women's and men's shoes of Lviv manufacturer "Sofia", and among the selected specimens a single critical defect has not been identified.

Thus, by the results of commodity research it has been proved, and market leadership have recognized that in the shoes shop, LLC “AJPIE-L” a scientifically substantiated system of the optimization of the ratio "price–quality" has been absent, and according to the researchers opinion and market management, it allows to exclude the influence of random factors on the footwear products competitiveness .

The results of the shoes evaluation also allows the administration of the shopping complex to rank all the shops according to optimal ratio “cost-quality”.

3. Conclusion.

The conducted research allows to claim that in the Ukrainian shoes market we have an objective necessity of optimization of the trading range in the system “cost-guality”, and we can use the scientific expertise of the goods for the gradation of distribution network at the level to optimize the shoes trading range in the “cost-quality” system, which is adapted to the specific commercial enterprise conditions or a shopping complex, that is a modern example of effective cooperation between science and business. Further research will focus on environmental safety assessment of the actual range of footwear, which implements the market "Pivdennyi" in the system of "consumer-footwear-environment".

4. Literature

1. Bednarchuk M. S. The issue of shoe manufacturers for young people guarantees / M. S.Bednarchuk, V. P. Konoval, N. I. Popovych // Light industry. – 2010./ - № 3. – p. 37.

2. Bednarchuk М. Commodity sciences of shoes: problems and decisions / M. Bednarchuk, B. Semak, N. Popovych // 20th IGWT symposium, commodity science in a changing world, september 12-16th, 2016, University of economics,Varna, Bulgaria – Resume of lectures. – P. 20.

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