STUDY OF CLIENT VARIABLES INFLUENCE ON THE PERFORMANCE OF RETAIL COMMERCIAL ENTERPRISES

There are four groups of indicators influenced on the performance of retail commercial enterprise. They are characteristics of the store (retail space), store location, transport and pedestrian accessibility of the store and the attitude of buyers to the shop (customer metrics). The present paper is dealt with the influence of the fourth group- «customer metrics ". The authors of this article consider such factors of this group as: the work of salespeople and other staff; the internal atmosphere of commercial enterprise; the security area of the enterprise location; brand awareness; additional services. The article describes the application of the proposed approach to the assessment and change forecast of turnover depending on the studied factors using the method of fuzzy logic by the example of the results of such shops as "Ocean" and "Pervomayskiy", retail outlets "Gastronom" format "supermarket", Izhevsk. The authors define term-sets and membership functions for each client criterion. The rule base is also developed. The presence of aggregate functions is implemented by Mamdani logical inference, which uses the min-max composition of fuzzy sets. The adequacy of the proposed mathematical model is performed on the example of results forecasting of investigated stores activities "retail network " Gastronom " format "supermarket" (Izhevsk, Russia) using the software Matlab, and then comparing the calculated value of the average purchase with actual. Monitored client performance on the basis of a network "Gastronom" has also allowed the authors to develop recommendations for shops as described in this article.