STUDY OF THE INFLUENCE OF INTERNATIONAL RETAILERS ON RETAIL NETWORKS AND CHANGES IN CONSUMER PREFERENCES
Abstract
The article is devoted to the study of the influence of international retailers on the development of local retail networks and the transformation of consumer preferences. The scientific work examines the main trends of international retailers entering national markets, their constructive strategic approaches and consequences for local retail enterprises. The study analyzes the change in the structure of consumer demand under the influence of new marketing practices used by global popular brands and new digital solutions that contribute to increasing the level of service quality. Special attention is paid to the behavioral changes of consumers who adapt to new shopping formats, such as online shopping, omnichannel approaches, and the preference of international brands over local brands. The results of the study can be useful for the development of adaptive strategies by local retail chains and the determination of the directions of their competitive development in the conditions of increased internationalization of trade. The article also examines the impact of international retailers on the development of local retail chains and the transformation of consumer preferences in modern conditions of globalization. The processes of integration of global trade players into local markets are analyzed, as well as the change in the structure of the supply of goods and services as a result of their activities. The trends of increasing demand for environmentally friendly products, the increasing importance of digital technologies in the shopping process and increasing expectations for personalized services are analyzed. The methodological basis of the study is the analysis of statistical data, sociological surveys and case studies that illustrate successful and unsuccessful strategies for adapting local chains. The paper also examines the regulatory challenges associated with the entry of international retailers into developing country markets and their impact on local producers. The main findings of the paper show that international retailers act as a catalyst for change, stimulating infrastructure modernization, improving service standards and increasing competition.
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