MARKET RESEARCHES OF THE TARGET MARKET to FORM OPTIMUM CLOTHES set for a SCHOOL STUDENT ON THE BASIS OF THE INTEGRATED REQUIREMENTS
Introduction. The variety of requirements of different groups of consumers, the influence of the conditions and environment of operation until now has not allowed to form uniform requirements for the wardrobe of a modern schoolboy. The purpose of the article is to identify the integrated requirements of the main groups of consumers and develop recommendations for the formation of the optimal wardrobe of the student, taking into account the specific operating conditions and reference to the terrain. The research was carried out on the basis of theoretical and empirical methods, such as analysis, synthesis, sociological method by questionnaire survey. According to the results of the study, the authors systematized groups of major consumers, stakeholders and direct users of school uniforms, The influence of geographical, social, economic, demographic factors on the choice of school uniforms and the formation of a rational wardrobe of students, the need for a marketing approach in the introduction of school uniforms in specific educational institutions, taking into account the requirements of target groups of consumers. On the example of a certain territorial and climatic segment recommendations on the formation of optimal clothes set for the student were developed.