PRODUCT QUALITY ANALYSIS IN THE SYSTEM OF COMPETITIVE INTERACTION IN THE SUNFLOWER OIL MARKET JEL: L17 УДК: 338.4

Abstract

In the current state of competition in the food industry market, one of the key factors for efficiencygrowth is product quality — each enterprise needs to correctly calculate the market situation and its position amongcompetitors. The calculation is made in order to use effective means of competition, firstly, in accordance with thedirections of progress of the market state in Russia, and secondly, the specifics of the enterprise. It is important toemphasize that competitiveness is not an intrinsic quality. Until 2022, the market situation was complicated by theincrease in the number of foreign goods, the involvement of Western firms in the domestic market, competing withlocal producers. The slowdown in world trade and the rupture of global value chains as a result of the coronacrisisand then a new larger and longer-term shock in global markets as a result of the aggravation of geopolitical tensionsin early 2022 significantly adjusted the economic effects of preferential agreements between the EAEU and foreignpartners and led to noticeable changes in trade flows.The article examines the importance of product quality in the food industry as the main element of competitiveinteraction between enterprises. The methodology and means of assessing product quality, its impact on thecompetitiveness of enterprises, as well as problems and solutions in the studied industry are considered. Theanalytical part is based on the methods of classification and grouping, comparative and situational analysis, selectiveobservation, and factor analysis.