DISTRIBUTION OF NEW ORGANIZATIONAL FORMS AND FORMATION OF COMPETITIVE STRATEGIES OF RETAIL NETWORKS AT KAZAKHSTAN'S FOOD MARKET

The article considers the general regularities of spreading new organizational forms (trade formats) as the key mechanism of competitive struggle in retail trade. The percularities of competitive situation at Kazakhstan food market are revealed as well as the regularities in competitive strategies formation. It is demonstrated that at the current stage of Kazakhstan food market development the formation of a retail network strategy must be based on deeper insight into consumers preferences. The results of the author's research on the stereotypes in consumer behaviour within retail trade of Almaty city are presented.