ACTIVITY OF RETAILERS AND FMCG PRODUCERS IN THE DIGITAL AGE

Based on the fundamental results of research, the activity of retailers and FMCG producers in the conditions of the digital era is investigated and analyzed. The directions of significant influence on consumer behavior are identified; and the key aspects of retailers’ activities, which allow maximizing meet consumer preferences and influence on their behavior, are interpreted. The prioritized FMCG producers’ areas of activity in the market are determined. Considering intensive competition between retailers and FMCG producers, the relevant recommendations for their effective market functioning, realization of an active marketing policy and the effective strategic solutions implementation are formulated.