In the work there are three parts. The first part is devoted to the analysis of economic and social aspects of the consumer goods market development in the USSR in 1985-1991. In the second part of the work the peculiarities of market research in the USSR are described. More Attention is now paid to studying the consumer, his habits and p references. However, the total shortage of goods and services in the USSR aa well as the planning system of the economy have deformed the psychology of not only the consumer but also the manufacturer. Enterprises lost the incentives to improve their products because they are sure of their sale. Competition of manufacturers in the Soviet Market is practically absent. It is these causes that determine the insufficient attention to market research in the USSR. this country there also are its peculiarities in production and sale Registration. This registration is not continuous in the USSR, many Research problems are therefore to obtain information on individual products trade. It is not customary in the West. In market research various sample, survey data are used, such as face-to-face, telephone, mail interviews, panel surveys, information from special observers. The third part of the work contains the analysis of the results of market research in the USSR commissioned by foreign clients. These orders made, in particular, develop qualitative research, increase the requirements to interviews, begin to test products, make reports in a different way. Western firms and Soviet researchers frequently do not understand each other because of the fact that they use different terms and differently understand market situation and market research objectives.To know more about each other is the only way to understand.
Recent changes in economic mechanism in USSR profoundly affect all aspects of national economy. They are closely connected to the shift from administrative methods of management to economic ones, much larger role of enterprises in the economic system, their conversion to full-cost accounting and self-financing, increased responsibility for their operational results, direct linkage of their income level to work performance etc. The changeover involves cardinal reform in planning, pricing, financing and crediting, transition to wholesale trade in industrial goods. This implies creation of new organizational structures to ensure deeper specialisation and more reliable co-production schemes etc. These new ways and methods of management open much greater possibilities for use of marketing in Soviet economy than earlier. Besides this new situation calls for certain revaluation of existing marketing practices in the USSR. These new developments also affect foreign firms having business connections with the USSR. They have to deal now with completely new organisational bodies - foreign trade firms and associations of enterprises and ministries that as of January 1, 1987 received the right for independent dealing on the world markets. However not all foreign companies and soviet enterprises have adopted well enough to these changes. So a lot of mutually beneficial opportunities are missing. Besides there is an acute need for consulting services on the field of marketing for different products on the internal market etc. The paper shows that now when there exist a clear understanding on needs of marketing in the USSR the way is paved for greater cooperation in this field, and gives also a number of recommendation in this matter.
The paper describes effective methods of solving problems that appeared in the durable consumer goods market (TV-sets) in the early 70's. In spite of time limitations the research program was successfully carried out at a rather low cost. The studies undertaken included evaluation of the market situation, development of a concept and research hypothesis, selection of economy methods and preparing recommendations. The system of measures and incentives worked out as a result of this study and put into practice by the organs of state administration has led to a father increase and improvement of the TV market and -production in the USSR.