International Journal of Management and Economics Fundamental
7
https://theusajournals.com/index.php/ijmef
VOLUME
Vol.05 Issue 05 2025
PAGE NO.
7-13
10.37547/ijmef/Volume05Issue05-02
Improving Marketing Strategies Based on Local
Consumer Demand Segmentation for Knitting Products
Topildiev S.R.
Professor i.f.d. (DSc), “Economic theory” department, Tashkent State University of Economics, Uzbekistan
Odilova D.B.
Docent (PhD), “Economic theory” department, Tashkent State University of Economics, Uzbekistan
Received:
09 March 2025;
Accepted:
05 April 2025;
Published:
08 May 2025
Abstract:
In this article, segments of the local consumer market for sewing and knitting products in our country,
stages of segmentation, improvement of marketing strategies, strategies for segmenting the markets of sewing
and knitting products It is proposed to implement ways to improve the segment's share in international markets,
demographic segmentation, the promotion of the textile and cottage trade, and the modern system that meets
modern requirements.
Keywords:
Strategy, sewing-knitting, segment, stage, behavior, market, trade, enterprise, income, design, price,
quality, attractiveness, brand, color, fabric, competition, object, incentive.
Introduction:
In Uzbekistan, knitted and crocheted
products are improving year by year, and we are
increasingly acquiring our own national knitted and
crocheted products and brands, and this is being done
on a very large scale.
The population of our republic uses not only Uzbek
sewing and knitting products, but also imported
products, but the purchase of Uzbek sewing and
knitting products was the most common in the survey,
accounting for 77%. It was mainly noted that the
population with an income level of 500 thousand
soums to 1 million soums uses these products more
and the selling price of these products satisfies them.
It turned out that women mainly buy Uzbek knitted and
crocheted products for themselves and pay great
attention to their quality.
Nowadays, there are many conveniences for shopping,
shopping malls, company stores, online, etc. Anyway,
our people said that it is pleasant for them to make
purchases mainly in the markets. This, in turn, means
the need for exporting enterprises to create strategies
for capturing not only international markets, but also
domestic markets and improving the marketing
system.
One of the main factors in the development of product
sales in exporting sewing and knitting enterprises in the
conditions of a market economy is the development of
a marketing strategy based on all aspects. In a
competitive environment, any business entity should
choose its own marketing strategy in order to be
effective in the market. In this case, the capabilities of
the enterprise are adjusted to the market demand, and
the marketing strategy is developed based on market
research and prospecting, product and consumer
research.
In most cases, marketing strategies focus on growth
goals, such as increasing sales volume, market share,
revenue, or size of the company. Growth is a factor that
influences the company's performance, stimulates
initiative, and increases the motivation of the
company's team and management.
When developing sales of knitted and crocheted
products, the marketing strategy should clarify such
important aspects as what kind of product is being
introduced to the market, in what assortment and price
International Journal of Management and Economics Fundamental
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
range, what kind of consumer the product is intended
for and what consumers it can attract in the future,
what conditions are necessary to sell the product at the
planned level, what channels and in what quantities the
product should be delivered, what means should be
used to influence demand and sales, and what kind of
after-sales service should be provided (Figure 1).
Figure 1. Stages of market segmentation of sewing and knitting products
One of the classic methods of market segmentation is
the macro and micro segmentation methods proposed
by Lamben.
Market segmentation stages, in turn, are related to 7
different segmentation areas, namely product
production and market volume, type of products in the
market, product market category, price, packaging
type, design, and combination parameters.
In order to determine the share of enterprises in
international markets and the competitive position, the
market envisages the implementation of segmentation
in relation to consumer groups. In the framework of
integrated marketing, it is also important to define a
specific segment for effective market movement of
products.
In this regard, using the “functional map” method, two
-
way segmentation can be carried out in relation to the
product and the consumer. The functional map can be
single-factor and multi-factor, and can be analyzed in
relation to product types, consumer groups, and
individual segments. When developing new products,
this method allows you to identify the target segment
by positioning all segments of consumer desires and
behavior, technical characteristics, parameters, design,
and quality indicators of the products. This approach
determines which parameters of the products need to
be improved and which segments of the market fit into
this model.
In particular, sewing and knitting products can be
divided into separate segments of the consumer group
based on factors such as design, price, quality,
attractiveness, brand, color, fabric, and country of
manufacture, and their wishes and priorities can be
determined based on certain criteria. This method can
serve as a basis for creating the "functional map"
mentioned above.
Table 1
Market segments of consumers of sewing and knitting products
Factors
Market segments by consumer group
Evaluation
criterion
Women
Men
Older
population
Middle age
population
B
Youth
В
Young
children
U
p to 11-15
points
Design
***
*
*
**
***
***
12
Establishing segmentation principles
Defining segmentation methods
Determining segmentation criteria
Choose a target market
Select the target segment
Forecast the product
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
Price
**
***
***
***
**
*
13
Adjective
***
**
*
**
**
***
13
Attractiveness
***
*
*
**
***
****
13
Brand
***
*
0
**
*
**
*
10
Color
**
0
0
**
***
****
10
Fabric
***
**
**
***
**
***
15
Country
of
manufacture
**
*
0
**
*
**
*
0
7
7
Note: *** - very important factor, ** - important factor, * - low level factor, 0 - insignificant factor
Source: author’s development.
The analysis of the table above shows that consumers
of knitted and crocheted products identify the
parameters of the selected fabric, price, quality, and
product attractiveness as very important factors, which
are criteria that should be taken into account when
shaping demand and improving sales incentives.
requires the development of segmentation strategies
and, based on these strategies, the correct selection of
a marketing strategy in relation to the target market .
In this regard, the segmentation of markets required
the development of a proposal for the implementation
of strategies (Figure 2).
Source: author’s development.
Figure 2. Strategies for segmenting the markets of sewing and knitting products
In order to effectively establish a system for the
formation of demand for sewing and knitting products
and the promotion of sales, it is necessary to clearly
define the demand segments and sales motives for
specific types of assortment in international markets. In
this regard, during the research, we developed a
methodical approach to the segmentation of target
markets and the motivation of sales promotion within
the framework of demand formation based on the
range of textile and sewing-knitting products.
One of the main directions of marketing strategy in
sewing and knitting enterprises is the strategy of new
product development. The development of this
strategy is not driven by the enterprise's desire for
development, but by factors such as the variability of
consumer demand for sewing and knitting products,
the improvement of competitors' strategies. The
diversity of designs of sewing and knitting products,
their susceptibility to seasonal changes, and the
proliferation of new fashion trends in this regard force
Market segmentation:
- define the segmentation
base
types of segmentation
development
Market objectives:
- implementation of
measures to attract the
segment
- select the target segment
Location of markets:
- to determine the stable
desires of the consumer group
- development of marketing
mix criteria for each target
segment
Market segmentation strategies for sewing and
knitting products
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
the enterprise to develop a strategy for creating new
types of products. Therefore, each enterprise should
have a specific program for the development of new
types of products.
Research shows that the effective development of a
marketing strategy in the sale of sewing and knitting
products directly depends on the method used by the
enterprise to enter the sales market.
In practice, companies can use methods such as rapid
marketing, selective entry, large-scale penetration, and
slow marketing to enter the market.
Entering the sales market based on the rapid marketing
method is used in cases where consumers do not have
complete information on the characteristics of the
offered goods. In this way, in order to capture the
market segment, activities such as attracting
consumers on a large scale, spending large amounts of
marketing expenses in order to create demand,
organizing
exhibitions,
giving
interesting
advertisements,
distributing
free
goods,
and
announcing discounts are carried out. The main goal of
these activities is to obtain high profits in the short
term, therefore, high prices are set for goods until
demand decreases.
Selective market entry is used when there are not many
competitors in the market. This is the main thing to
target marketing efforts less money spending high
benefit to take .
The product sales market is large and there are many
competitors, if the market is wide, extensive input
method is used. This is the main focus quality
marketing organization verb, system of inflectional
gradations current verb, product adjective increase to
similar separately attention This in the method the
main goal from competitors to advantage to achieve
based on increasing market share is considered.
A bad marketing method is to gradually enter the
market with caution, based on entering it. This is a
method usually used by enterprises with small
capabilities, having low competitiveness.
These methods, one marketing strategy, when chosen
also in the same way, appropriately work output
demand will be allowed, will be allowed in case of sale
of the enterprise to the market entrance unsuccessful
completion is possible.
In our opinion, one of the main factors for the effective
development of a marketing strategy for the sale of
products in sewing and knitting enterprises is the
prospective segmentation of the sales market. This
measure is directly related to the specifics of the sale of
sewing and knitting products.
Sales market segmentation is a set of measures related
to identifying groups of buyers who differ in their
characteristics and conducting marketing research on
them.
In particular, segmentation of target international sales
markets for clothing and knitwear is one of the main
directions of economic reforms. Below we analyze the
share of the segment of clothing and knitwear products
produced in the Uzbek clothing and knitwear industry
in international markets in 2017-2020 ( Figure 3) :
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
Source: Author's analysis based on data from the State Statistics Committee of the Republic
of Uzbekistan.
Figure 3. Share of the segment in international markets of the total number of
products manufactured in the Uzbek garment and knitwear industry, in %
Based on the analysis of this figure and the data of
Appendix 1 of the study, we form the following several
conclusions:
−
2021, the share of the segment of the total
volume of products manufactured in the Uzbek
garment and knitwear industry in international markets
was accounted for by the following countries: the
Russian Federation (34.0%), Kyrgyzstan (15.0%),
Kazakhstan (1.7%), Ukraine (2%), Turkey (17%), Poland
(3.0%), Germany (0.9%), Italy (0.4%), Pakistan ( 2%),
Belarus ( 1%), Israel (0.1%), Moldova (0.5%), China
(24%). These countries are target markets for Uzbek
garment and knitwear products, therefore, it is
advisable
to
develop
measures
to
improve
segmentation strategies in these markets;
−
Compared to the beginning of the analysis
period, we can see a decrease in the share of export
volumes to some countries. These include Belarus,
Germany, and Israel.
Segmentation of the sales market in the trade
of sewing and knitting products gives the following
advantages:
−
Analyze competitors and their capabilities in
the selected market segment for the intended
introduction of knitted and crocheted products. On this
basis, determine measures to combat competitors in
the strategy and achieve competitive advantage;
−
to predict which sewing and knitting
products the customers need in the market, to form the
necessary database for assessing the degree of
satisfaction of this need in practice. The introduction of
an effective mechanism for predicting the required
quantities of products provides a number of
advantages, such as ensuring that the company's
products do not stand still for a long time, reducing the
costs of storing products;
−
ensuring the correct structure of the
marketing plan based on the characteristics of market
segments;
−
Formation of a marketing service structure
based on the volume of the sales market and the
potential of competitors. Analysis shows that in some
cases, the introduction of various marketing service
positions in enterprises entering a new market leads to
the emergence of unproductive costs. This, in turn,
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
negatively affects the financial condition of the
enterprise;
-
Effectively form a marketing budget based on the
obtained marketing data. Naturally, new markets
require a large volume of marketing expenses from the
company. However, segmentation of the sales market
allows the company to rationally spend the costs
necessary to enter a new market.
Especially in large enterprises, market segmentation is
of high importance, therefore, this enterprise feels the
need for qualified marketing personnel. Also, the
segmentation of the effectiveness of the selected
enterprise in the market in the segment of work
experience adequacy, marketing service employees
speed, the situation is correct. I appreciate it. to accept
to similar many in terms of related will be.
From the above it follows that in the case of sales
market segmentation - product advantage, consumer
behavior and consumer description in accordance with
the order to make an increase. Product advantage in
accordance with segmentation basically no new
products were introduced or certain products in
accordance with demand, sufficiently unsatisfied in the
regions to make an increase for the purpose is
appropriate. in turn, segmentation is a method
selected in the segment of a competitor of sewing and
knitted goods, the necessary properties (for health,
seasonality, color, sewing method (for example), deep
research to make demand makes.
Consumers to behavior, looking at segmentation of the
majority in cases the price is high, separately to the
function of the owner of sewing and knitted goods
trading organization verb in accordance with strategies
to work at the exit positive to the results to accept It
goes. segmentation in the way the main strategic of the
goals one is introduced by type of product active
consumers group from the definition consists of
Analysis shows that enterprises are in the marketing
activities of consumers to the description looking at the
segmentation of products sales strategy work exit
important of the factors one It is considered especially
sewing and knitted goods in trade more sales in
providing important meaning of the profession,
because in the field of sewing and knitted goods
appearance, size, design style in accordance with
consumption classification represents Sales in the
consumer market to the description looking at
segmentation mainly consumers demographic and
geographic descriptions marketing information based
on generalization to make increases.
Demographic
segmentation is selected in the field of income level of
the population, age, gender, nationality, employment,
marital status, as features based on the division of
groups in accordance with events, generalizes.
Geographic segmentation and cultural customs of the
population, the mentality of the population living in the
regions, lifestyle, as factors that will be covered by
marketing research.
Sales markets in segmentation represent a segment
size, in particular, in the trade market, such as size,
number of competitors, potential consumers, to
aspects of individual attention, to turn necessary. This
situation and in the market of enterprises for work on
the release of the level of strength and volume of the
sales network in marking the importance of the
profession will do.
Coordination of marketing strategy and tactics is one of
the main issues in promoting sales of sewing and
knitwear. The main object of marketing strategy is
considered to be consumers, and the main object of
marketing tactics are services and goods. Marketing
tactics require short-term quick decisions, finding ways
to develop the market and maintaining a stable and
sustainable situation on it. Strategy is a medium-term
and long-term goal. When making strategic decisions,
the activity of consumers in the market is of primary
importance. Consumer activity in the market depends
on the type of product (service) and its intended
purpose, market segment, and changes in the
operating conditions of market entities.
As a result of the research, we make the following
recommendations regarding the development of a
marketing strategy for the development of sales of
sewing and knitting products.
When developing a marketing strategy:
- Widely use methods of strategic analysis and factor
analysis when developing a strategy, including
automating the accounting system;
- Involve qualified personnel in developing a marketing
strategy, as well as increase the requirements for the
qualifications of existing employees;
- Pay special attention to developing a marketing
strategy in accordance with the requirements of other
internal policies of the enterprise;
- Create a special working group of qualified employees
from other related departments to develop a
marketing strategy.
When implementing a marketing strategy:
- Introduce improved forms of reporting submitted to
management on the implementation of the marketing
strategy at the enterprise, monitor the full
achievement of the goals set in the strategy based on
an in-depth analysis of these reports;
- Establish an effective system for monitoring the
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
process of implementing the strategy.
Based on the above, we can conclude that the
development of a comprehensive marketing strategy in
the field of sales of knitted and crocheted products is
the main lever that allows preventing various negative
aspects that can lead to losses for the enterprise in this
process.
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