Marketing Research of Supply and Demand in the Regional Energy Market

The study is devoted to the energy market of the Sughd region of the Republic of Tajikistan. The features of marketing in the energy sector are highlighted and the authors’ interpretations of the definition of “marketing” in the energy sector are given. The functions of marketing activities in the development of the energy sector of the region are considered. Examples of the correlation between supply and demand for energy products, including electricity, are given for further forecasting the consumption of these products. The ratio analysis of supply and demand of electricity in a certain area was carried out. To identify factors affecting the demand of electricity consumers, an analysis was carried out using statistical and mathematical calculation methods. As a result, a factor that has a greater influence on the demand of electricity consumers has been identified. The ways of solving marketing research for the further successful functioning of the energy company in the interests of society and the social well-being of the population are proposed.

Purpose of the study. The purpose of this paper is to study the state of the regional energy market on the basis of marketing research that characterizes the activities of an energy company; identification of indicators such as consumer dissatisfaction with energy products. The paper is based on a dynamic analysis of analytical and statistical information about ongoing processes in the energy sector. The task is to conduct marketing research of supply and demand in the regional energy market.

Materials and methods. The information base of the study is analytical information and statistical data on indexes of supply and demand for energy products, including electricity. The methodological basis of the study is represented by statistical methods of information analysis: comparative analysis and analysis of time series.

Results. Based on the results of an economic and statistical analysis of consumer demand indicators for the use of energy products, including electricity, factors influencing demand have been identified. Of the three selected factors, it is especially worth noting the demand of consumers using electricity, which are population density indexes, weather conditions and the number of rainfall days in a particular region, it is theoretically established that population density is a more influential index.

Conclusion. Energy is the main branch of the national economy of the country, which contributes to the development of the economy and the normal life of the population. Until now, the problem of providing the population and the national economy of the regions of the republic with energy goods and electricity makes us think about new ways to solve the problem. Since hydroelectric power generation in the country is the share of hydroelectric power plants, given the economic and social condition of the country in the power supply system, it will be appropriate to create a marketing system platform.

1. Kurbanov R. A. The structure of the energy sector and issues of international legal regulation of the energy sector of North American states. Mezhdunarodnoye pravo = International law. 2013; 4: 201-228. (In Russ.)

2. Zevaykina A.N. The concept and structure of the energy commodity market in the Russian Federation. Osnovy ekonomiki, upravleniya i prava = Fundamentals of Economics, Management and Law. 2012: 2(2). (In Russ.)

3. Zevaykina A.N. Legal regulation of entrepreneurial activity in the energy commodity market in the context of Russia’s accession to the world trade organization. Vestnik molodykh uchenykh i spetsialistov Samarskogo gosudarstvennogo universiteta = Bulletin of young scientists and specialists of the Samara State University. 2013; 3: 115-117. (In Russ.)

4. Merkulova A.V., Blizkaya N.V. Analysis of international experience in the use of marketing tools in the energy sector of developed countries. Sbornik nauchnykh rabot serii» Ekonomika» = Collection of scientific papers of the Economics series. 2020; 18: 22-31. (In Russ.)

5. Lomovtseva A. V., Trofimova T. V. Features of marketing of energy companies. The Newman in Foreign policy = The Newman in Foreign policy. 2020; 2; 53(97): 11-14. (In Russ.)

6. Gatiyatullina D. A. Energy marketing as an effective way to energy saving: theoretical aspect. Vestnik Kazanskogo tekhnologicheskogo universiteta = Bulletin of the Kazan Technological University. 2012; 15: 4. (In Russ.)

7. Smyshlyayeva Ye. G. Marketing in the conditions of the Russian energy market. Sotsial’naya otvetstvennost’ biznesa = Social responsibility of business. 2014: 322-328. (In Russ.)

8. Spros i predlozheniye: osnovy ponyatiy = Demand and supply: basic concepts [Internet]. Available from: https://timeweb.com/ru/community/articles/spros-i-predlozhenie-osnovy-ponyatiy. (cited 07.12.21). (In Russ.)

9. Maslennikov A.O. Regulation of the energy derivatives market. Mirovaya ekonomika i mezhdunarodnyye otnosheniya = Mirovaya ekonomika i mezhdunarodnye otnosheniya. 2012; 2: 50-56. (In Russ.)

10. Atkarskaya Ye.A., Yevsyukova L.Yu. Features of the functioning of the energy resources market. Spetsialisty APK novogo pokoleniya = Specialists of the APK of the new generation. 2018: 32-35. (In Russ.)

11. Kuz’mina L.P. The main directions of marketing communications in the energy sector of the Republic of Tatarstan. Vestnik Kazanskogo gosudarstvennogo agrarnogo universiteta = Bulletin of the Kazan State Agrarian University. 2010; 5; 1: 30-33. (In Russ.)

12. Mirosedi S.A., Chegurikhina D.Yu. Analysis of the financial results of an energy industry enterprise. Razvitiye srednikh gorodov: zamysel, modeli, praktika = Development of medium-sized cities: concept, models, practice. 2015: 210-215. (In Russ.)

13. Mulyar A.S. Elasticity of demand for supply. Vestnik sovremennykh issledovaniy = Bulletin of modern research. 2021; 1(2): 23-25. (In Russ.)

14. Starovoytov A.G., Cherkasova I.A. Some features of marketing in the energy sector. Elektronnaya biblioteka Belorussko-Rossiyskogo universiteta = Electronic Library of the Belarusian-Russian University. 2019: 381-382. (In Russ.)

15. Nikiforova K.A. Marketing in the energy sector: features and development prospects. Tinchurinskiye chteniya = Tinchurinsky Readings. 2018: 93-93. (In Russ.)

16. Pobedonostseva V. V. Mechanisms of investment in the energy complex of the Far North region. Sever i rynok: formirovaniye ekonomicheskogo poryadka = North and the market: the formation of an economic order. 2014; 5: 58-62. (In Russ.)

17. Gatiyatullina D. A Territorial marketing as a tool for managing the implementation of energy saving technologies and increasing energy efficiency (methodological issues). Vestnik Kazanskogo tekhnologicheskogo universiteta = Bulletin of the Kazan Technological University. 2011; 6.

18. Merkulina I. A. Marketing aspects in the logistics management system of enterprises of the fuel and energy complex. Ekonomika. Biznes. Banki = Economics. Business. Banks. 2019; 9: 53-66.

19. Kuznetsova Ye.V. et al. Methods of complex analysis of competition in the industry. Al’manakh sovremennoy nauki i obrazovaniya = Almanac of modern science and education. 2009; 11(2): 186-188.

20. Kozlovskiy D.A. Upravleniye elektroenergetikoy na printsipakh marketinga = Management of the electric power industry on the principles of marketing. Moscow: Abstract of the dissertation of the candidate of economic sciences; 2008.