Business Inform

8-13

Authors: Kolomiiets V. М.

For harmonious formation of national economy we need the theoretical substantiation and practical mechanisms of institutional development of the human capital which will orient both business and authorities towards achievement and observance of the up-to-date rules and norms. The necessity to apply new instruments and practical mechanisms for institutional development of human capital have stipulated the article’s aim as formulation of the research program of the institutional system of human capital development. Methods of neo-institutionalism and the new institutional economy are used as a methodological basis for the development of problematics of the human capital formation. The institutional research program of the human capital development consists of a «solid core» – an aggregate of fundamental effective basic and hypothetical institutions, as well as newly formed and transforming institutions. The second component of the research program forms a «protective belt» that surrounds the «solid core» and consists of the auxiliary hypotheses modified in accordance with the needs of preserving the integrity and protection of the research program. The practical importance of the institutional research program of development of human capital be acquired in view of formation of an efficient mechanism for recovery of the national economy. In the further scientific researches it is expedient to develop effective ways of overcoming obstacles on a way to implementation of the developed program.

19-26

Authors: Kalynovskyy A. O., Holomovzyy V. M., Kalynovska N. L., Luchyt L. V.

The article is aimed at researching the development of the international aviation industry in the context of market development tendencies with the aim to elaborate forecasts as to the development of world-wide aircraft production. It is shown that the aviation industry is global because of the global demand, while the production and operation of aircrafts can provide a significant savings in terms of the scale. The peculiarity of the industry is its technological complexity, it forms a large value added, and uses innovative approaches. In addition, the industry is heavily dependent on the governmental and political support. It is stated that the world market of services for maintenance and recovery of commercial aircrafts is actively developing, in particular due to: obsoletion and the need to replace many passenger models, converting obsolete models into freight aircrafts, need for more energy efficient aircraft models.

32-36

Authors: Miroshnychenko T. M.

The publication is aimed at researching the directions of integration activities of the Shanghai Cooperation Organization (SCO) on the basis of analysis of its main documents and results of the activities of the member countries. The publication shows that nowadays new directions, projects and mechanisms for economic cooperation, having potential to influence the global economy, are being formed within the framework of the Organization. It is argued that the economic results of the SCO activities for the member countries are based, above all, on the great creative potential of economic self-sufficiency of the Organization due to the existence of a closed cycle of producers and consumers, which forms a huge reserve of its economic development as a whole and of each its individual member in particular. The conclusion is that the main economic performance of the member countries is related to trade, energy cooperation, creation of a favorable investment climate, regional division of labor. However, the uneven economic potential of the member countries creates imbalances and causes problems as a result of their raw material orientation, low financial strength, underdeveloped institutions of the modern market, as well as a result of the recent weakening of interest on the part of the leader of the Organization – China – to the narrow Eurasian cooperation.

44-50

Authors: Strilets V. Y.

The article is aimed at developing a scientific-methodical approach to researching the global experience of crediting the small-sized business through the prism of the current obstacles for Ukraine in accessing the debt financing. The main obstacles constraining the small-sized business entities from taking credits are summarized in the publication. A research on the foreign experience of credit support of the small-sized business development is carried out according to the evaluation criteria from positions of definition of problem points of the small-sized business crediting in Ukraine. The share of short-term credits in the structure of the credit portfolio of the EU Member States is analyzed. The relevance of various types of credit services in the activities of the small-sized business entities of the EU-28 countries is defined. A comparison of indices of the credit reception both in Ukraine and abroad in 2018 is carried out. Scientific novelty of the article is the scientific-methodical approach to analyzing the foreign experience of crediting the small-sized business from positions of problem points definition, which allowed to define features of credit provision in foreign countries (priority of certain types of credit services; urgency and tendencies of changes in the cost of loans; problematic aspects of receiving debt financing on pledge, etc.).

63-68

Authors: Mytrofanova A. S., Reshetnyak N. B.

The article is aimed at disclosing the essence and features, analyzing the current status and problems of management of corporate rights of the State in Ukraine. Modern tendencies of volume and structure of corporate rights of the State are characterized in accordance with the kinds of economic societies. The essence and features are disclosed, problems of the system of management of corporate rights of the State in Ukraine are analyzed, among them are: complex system of the State power bodies of corporate management; unfavourable structure of corporate rights; shortcomings of the State’s dividend policy; conflict between regulatory and managerial functions of the State; dilution of the share of the State as result of additional issue of shares, etc. The concomitant negative macroeconomic and microeconomic factors that complicate the activity of enterprises with the State share are identified. An estimation of the existing approaches to solving problems in the management of corporate rights of the State is proposed, additional measures to improve the efficiency of this process are suggested, consisting in development of a strategy to manage corporate rights of the State, selection of a certain model and embodiment of its principles, as well as strengthening the social component in defining the criteria of efficiency of enterprises’ performance and of the system of management of corporate rights of the State as a whole.

75-83

Authors: Buleev I. P., Bryukhovetskaya N. Y.

The status of investment activity of economic entities of Ukraine in the conditions of limited sources of financing is researched. The paradigm of activization of investment activity of enterprises in the conditions of systemic crisis and falling markets is substantiated, identifying the factors constraining development and capitalization of enterprises in modern conditions; prerequisites for the functioning of enterprises are indicated. The selected purpose of the paradigm is developed industry with Industry 4.0, as well as the concentration of internal sources and development resources. The methodology adopted trialectics and the concept of three forces. The conceptual conditions of realization of the paradigm are substantiated as follows: construction in Ukraine of modern, developed industrial-agrarian State with cardinal growth of investments, internal sources of development, with priority of internal credit. The principles of development and capitalization of enterprises are formulated. The mechanisms for realization of the paradigm of activization of investment activity of enterprises are suggested. Advantages and disadvantages of both production-monetary and credit-emission models of investment activity of economic entities are considered. Expediency of use of the credit-emission model of financing of large investment projects is substantiated.

91-95

Authors: Shtets T. F.

The article is aimed at researching the conceptual characteristics of the digital economy sector. The characteristic features of the digital economy, conceptions of the concept of digital economy and its empirical value are indicated. Based on the studying the theoretical and conceptual bases and definition of the concept of «digital economy», an own definition of the concept is formulated. The goals are defined and five main scientific approaches to understanding the essence of the digital economy are described. The basic conceptual characteristics of the sector of digital economy are systematized and summarized, which consist of the following elements: key concepts, signs, goals, basic systems and conditions of formation, indicators of development, factors influencing formation of digital economy, ways of development of digital economy and substantiation of these elements in the context of formation of the digital economy sector.

102-107

Authors: Bogdan N. M., Sidelnyk V. V.

The article is aimed at researching the theoretical and practical approaches to the definition and formation of the tourism image of region; identifing the problems influencing formation of a positive image, and developing recommendations on improvement of tourism image in the context of attraction of investments. A theoretical generalization of approaches to defining the category of «image of region» is carried out; a number of factors that impact formation of the image of region is determined; it is proved that they can characterize the investment climate and influence the increase or, conversely, the decline in investment activity. It is substantiated that formation of the tourism image of the region is a pre-created image with the help of existing resources, which forms a positive attitude of consumer with the help of the formed sequential measures. The defining role of local authorities in formation of investment receipts in the region is determined. It is suggested to understand the investment attractive environment as the investment climate, i. e., the formed objective indicators that promote investment revenues and define the level of investor’s readiness for investment. According to the results of research directions of creation and maintenance of a positive tourism image of region in the context of attraction of internal and external investments are developed.

114-121

Authors: Beliavceva V. V.

Important scientific and practical task concerning identification of trends in the transformation of functional activity of the public administration apparatus in the region is solved in the article. The development of analytical function is shown through a complex approach with the allocation of interconnected blocks, in each of which analytical work is carried out with its volume of information, taking into account the freedom of the manager and his professional level. It is an opportunity to use a different method-toolkit in a single system, taking into account the specifics of economic processes and controlling the innovations of modern management. Schematically interpreted the integration of the functions of analysis and synthesis, on the basis of which justified the feasibility of defining the development object as an isolated system (distinguished among others from the environment), which has its own specificity, and therefore requires an individual approach to the definition of scenarios and options for obtaining a result. Integration of analysis and synthesis involves the formation of a comprehensive information environment that is necessary for a comprehensive assessment of the facts, potential, constraints and prediction of the direction of development. Development is interpreted as a complex transition of the economic system to a new state, which is characterized by adjustments, that allows a newer assessment of the essence of the management of the development process with the allocation of innovative change tools.

129-135

Authors: Romanko O. P.

The current world-wide development of regionalism focuses on the scientific argumentation of the choice of methods and instruments for efficient management of region. During the reform of the decentralization of power in Ukraine such studies are necessary for exploration of practical application by regional authorities. The author used the the Grainger’s test to explore the existence of causal-consequential links between two groups of indicators of regional activity, both innovation and investment. According to the results of the test the division of regional indicators of these groups as to presence of a link: its direction (one-sided, inverse) and strength (strong, weak) is made. The Grainger’s test provides an opportunity to predict the interrelationship and interconnection for a period of up to three years, which can assist in shaping the region’s measures of impact on innovation and investment and managing the economy of region as a whole.

142-148

Authors: Stoiko O. Y.

The article is aimed at researching the problems of capitalization of agrarian enterprises by means of the mortgage system of crediting of agrarian sector, developing scientific-practical recommendations to their solution. The article identifies leading role of the State in formation of mortgage relations, which consists in formation of infrastructure and resource potential of mortgage lending, and also subsidizing interest rates for mortgage credits. It is determined that for the development of mortgage relations in the national agrarian sector it is necessary to create an extensive infrastructure of the mortgage market, the constituent elements of which should be various financial and credit institutions engaged in mortgage lending upon the pledge of agricultural lands. The author substantiates the expediency of creation in Ukraine of an universal State land (mortgage) bank which, besides regulation of processes in the land market, would provide all spectrum of bank services for agrarian formations. For the use of land as a basic resource in the market turnover, it is necessary to develop an order of unlocking the process of introduction of agricultural land market with the definition of basic protectors. Further researches will be directed on improvement of the system of mortgage lending in the agrarian sector of economy and search for alternative types of credit support of agrarian enterprises.

155-161

Authors: Vlashchenko N. M.

The article is aimed at analyzing the features of development of social tourism and its structure, as well as elaborating models of development of social tourism in Ukraine taking into view possible forms and methods of the State support. The article explores the components of development of social tourism, its structure is elaborated. The latter contains such components as: objects of social tourism; participants in social tourism; social tourists. The author defines interests of the interested counterparties (the State, sanatorium-resort enterprises, consumers) in development of social tourism in the sanatorium-resort sphere and measures to maintenance the balance of interests. The conceptual variants of development of social tourism in Ukraine are analyzed and stages of implementation of the most perspective variant are elaborated.

170-175

Authors: Stryzhak O. O., Aldoshyna M. V.

The article is aimed at generalizing and developing theoretical and methodical provisions, and also practical recommendations as to projecting business processes of tourism enterprise on the basis of use of methodology of structural analysis and SADT design. Scientific views on definition of concepts of process and business process are analyzed. Peculiarities of using process approach in management of enterprise activity are considered. The necessity of application of process approach in practice of tourism enterprises activities is substantiated. Based on the methodology of structural analysis and projecting, the authors have developed and proposed a SADT model of the process of creating and implementing a tourism product, which includes a detailed description of the stages (functions), allowing to implement marketing approach in the activity of tourism enterprise, and also optimize expenses for development and sales of tours. Prospect for further researches in this direction consists in development of the information component of management of business processes of tourism enterprise, in particular in use of software tools at choice of channels of communication, informing customers, forming the demand and the consumer preferences of the tourism product buyers.

182-191

Authors: Babets I. G., Ruda O. I., Ruda I. I.

The article assesses the level of financial security of enterprise in the telecommunication industry and analyzes its dynamics in 2013–2017. The key threats to the activity of the PJSC «Ukrtelekom» and their influence on the change of the integral index of financial security of the enterprise are defined. Prognostic scenarios of changes in sales profitability, net income and net profit of the enterprise are developed in accordance with the criteria of economic security. Strategic priorities, goals and objectives of strengthening the financial security of the enterprise are substantiated. The basic instruments of realization of strategic priorities are defined as follows: increase of profitability on the basis of preserving the subscriber base of stationary telephony and growth of a share of the broadband Internet access services market; optimization of the price-quality ratio; promotion of sales of converged services. On the basis of the prognostic scenarios, criteria for achieving goals within strategic priorities have been determined.

199-208

Authors: Chuprin Y. S., Kondratenko D. V.

The article is aimed at developing a methodology for estimating the economic security of the motor transport enterprises taking into view their specific activities. Today, the problems of ensuring economic security of the transport industry acquires special importance, because on the stability of its functioning and development depends the growth of the national economy of Ukraine as a whole. In the face of considerable disagreements and ambiguity in the views of academic economists, the issue of developing an effective mechanism for ensuring economic security of the motor transport enterprises remains topical. The result of the research is the presented process of formation and the described algorithm of carrying out the early warning tests, defined as the system of comparison of actual performance indicators with the recommended level of values for the MTE. This methodology allows to estimate comprehensively and the most objectively the real level of economic security of the MTE in order to identify and strengthen the vulnerable areas of enterprise. On the basis of the data obtained, a complex of measures to improve the level and ensuring the economic security of the motor transport enterprises will be developed in future.

218-228

Authors: Khaustova V. Y., Kramarev H. V., Zinchenko V. A.

The article is concerned with substantiating the innovation-technological provision for modernization of the priority branches of industry of Ukraine. It is defined that technological progress is one of the main factors of long-term growth. It is proved that one of its basic factors is the stable functioning of the industrial complex. It is defined that tendencies of development and structural changes of industrial complex of Ukraine do not correspond to those which are formed in the leading world countries that necessitates substantiation of directions of modernization of the priority branches of the country’s industry and the innovation-technological provision for these processes. It is identified that different definitions are used to characterize conceptions of the technologically innovative development, among which the «Industry 4.0» appears one of the most reasonable. Interpretations of the concept of «Industry 4.0» in the scientific literature and practice are analyzed, it is suggested to interpret it as the development and merging of automated production, data exchange and production technologies into a single self-regulating system, with or even without the minimal human intervention in the production process. The elaborations, constituting the basis of the conception of «Industry 4.0» together with components of its foundation are considered. It is proposed to allocate the following principles of the conception of «Industry 4.0»: digitalization, customization, intellectualization, automation, cyber-physicalization, miniaturization. It is defined that each of the principles is implemented through certain technologies; the information technology platform of the conception of «Industry 4.0» is formed, the basis of which are two integration systems: cyber-physical system and the industrial Internet of things. The distinguishing features of the traditional industrial enterprise and production within the framework of the conception of «Industry 4.0» are considered.

235-240

Authors: Storozhuk T. M.

The analytical capabilities of a funds flow statement are significant and important, but are not used to the full extent. The statement reflects the impact of operating, investment and financial activities of enterprises on the status of its monetary assets and their equivalents during the reporting period of time and allows to explain the reasons of changes during this period. The policy of managing the balances of monetary assets should provide for cost-effective use. The movement of funds from operating activities can be carried out both by direct and indirect methods. The direct method allows to analyze and evaluate the directions of income and expenditure of money, trace the movement of funds as result of operating, investment and financial activities, to carry out analysis of the net cash flow and define its structure. The statement, drawn up indirectly, reflects the reasons for the change in balance of funds and their transformation into various forms of assets, and discloses the relation of profits with changes in circulating assets and current liabilities and reserves. Given the importance of cash, the different analytical value of the statements, compiled directly and indirectly, and with the purpose of an efficient comprehensive analysis of monetary flows for the effective managerial decision-making, it is suggested to compile the statement using both methods.

247-254

Authors: Lutsyshyna Y. V.

The publication is aimed at defining the regularities of enterprise development in conditions of integration tendencies and estimation of activity of integration processes in Ukraine. Based on the analysis of statistical data, comparison of the progress of processes of mergers and acquisitions in Ukraine and world-wide, the level of activity of integration processes in Ukraine is evaluated as low. It is determined that national enterprises prefer both control and acquisition of stocks (shares, interests), at the same time the activity of creating integration structures together with registration of a legal entity is minimal. Foreign investors and enterprises with participation of foreign investors actively participate in integration processes on the basis of concentration. The following regularity is determined: national enterprises prevail in view of the number of concluded deals, and foreign ones – in view of the value of concluded deals. The integration processes in Ukraine have a pronounced sectoral specialization. The difference of the Ukrainian market of mergers and acquisitions from the global trends lies in the active conclusion of deals in the agri-industrial complex. In Ukraine, vertical integration, integration of small and medium-sized enterprises is encouraged, while institutional limitations for concentration within horizontal integration are established as well.

265-269

Authors: Karpushenko M. U., Shakhverdyan D. S.

The article is aimed at analyzing the integrated reporting, its purpose and role in the today’s society. The integrated reporting includes two components: financial and social. The importance of social and ecological priorities for leadership comes to the fore, as attention and efforts made to solving social problems give confidence that the business is reliable, sustainable, and attractive. Given the special focus of the integrated reporting, the interests of users and their information needs are considered. Features of international standards of the integrated reporting and the list of issues they cover are analyzed. Features of application of the integrated reporting in Ukraine are considered, in particular the report on management is detailed. The possibilities of expansion and concretization of the report on management are defined with regard to the purposes of users through professional dialogue between social responsibility specialists, financial directors, accountants and auditors within the limits of the business structure as such.

276-285

Authors: Semenets A. O.

The article is aimed at systematizing and generalizing of existing approaches to interpretation of the concept of «internal audit» for formalization of the categorical-terminological apparatus of internal audit. By comparing the main characteristics of internal audit and internal control, it has been proved that internal audit functions are much broader than internal control functions. Both the internal and the external audit are compared and their significant differences are grouped. It is substantiated that in modern scientific researches in definition of the term of «internal audit» scientists adhere whether to system, or functional, or activity approaches. It is proposed to take into view the process specifics of the enterprise’s activities in determining the concept of «internal audit» and understand it as the initiated by the top management of company and implemented by the specialized department, permanent process of detection, measuring, registration, accumulation, generalization and monitoring of the past, current and strategic consequences of activity of economic entity.

292-301

Authors: Dolbneva D. V.

The article is aimed at studying the peculiarities and key aspects of financial investigations of economic crimes, analyzing results of the conducted financial investigations and control-verification measures in Ukraine and its Western Region in particular, as well as defining prospects for establishment of the financial investigation service in Ukraine. The essentials of the concepts of «economic crimes» and «financial investigations» are considered. According to the analysis of financial investigations of economic crimes in Ukraine, it was found that in 2017 there was an increase in the number of economic crimes in the sphere of economic activity, directed to the Court of administrative Protocols concerning violation of the anti-corruption legislation, indictments on offences with signs of criminal corruption, as well as investigated cases of abuse of power or official position (criminal corruption). The main results of work by the territorial body of the Derzhaudytsluzhba in the Western Region, indicators of the control and inspection work of the Department of Tax and Customs Audit of the State fiscal service of Ukraine of the Western Region in 2015–2017, as well as the receipt of cases and materials to the local general courts of the Western Region during the period of 2016–2017 are analyzed. Prospects for further research are determining the ways of improving the efficiency of financial investigations by the State bodies, developing a mechanism for the financial Investigation service in Ukraine.

309-314

Authors: Martynyuk G. P., Martynyuk M. A.

It is proved that tax agents play a decisive role in the organization of taxation of incomes of individuals and thus filling of the revenue part of budget. It is stated that an infrastructure institution providing communication, coordination of the income tax transfer and its declaring on behalf of the payer of an individual can be considered a tax agent. The dynamics of the amount of minimum wage and the tax on the income of individuals are analyzed. The authors’ own definition of the tax on incomes of individuals is formulated. The role and meaning of the tax on incomes of individuals in the mechanism of filling the local budgets is disclosed. The authors’ own approach to distribution of the tax on incomes of individuals in budgets taking into view indicators of area, number of inhabitants, and quantity of workers is proposed.

322-327

Authors: Muzychka O. М., Zhuribida N. R., Galko E. O.

The article is aimed at generalizing the existing theoretical and methodological approaches to evaluation of the level of financial security of banks and developing proposals for their improvement. Taking into attention the review of the existing scientific heritage, the principles of the financial security evaluation of banks are proposed. The necessity of using the indicator approach to evaluation of the financial security of banks is substantiated and its level is defined. On the basis of calculation of the integral indicator of financial security of the banking sector of Ukraine, some positive tendencies on increase of the financial security level of banks of Ukraine are indicated. It is specified that the evaluation instrumentarium should maximum take into view the realities of functioning of financial institutions, be available for use and be based on a set of indicators that have a clear quantitative dimension and are provided on the Web pages of specialized institutions for analysis not only by the internal, but the external users as well. Prospects for further research in this direction are development of an instrumentarium as to managerial decision-making and formation of an effective strategy to prevent risks, threats, and hazards. Since destructive phenomena and threats are mostly probabilistic and accidental, the prospective direction of further research is modeling the types of financial security strategies of banks depending on the duration, degree, extent and depth of impact of the destrucs towards the banks’ activities.

337-342

Authors: Khoruzhyi S. G.

The article is aimed at researching tendencies in the approaches to formation of institutional provision for the regulation and supervision over activities of financial institutions. The article sets out the objective reasons for emergence of the sectoral model, which are the different essence of financial services, establishing the basis of legal relations between the financial institution and the consumer of financial services. The author clarifies differences between the consolidated and integrated models, which are establishing responsibility for oversight of one or more supervisory bodies, respectively, as well as the availability of different methodologies of supervision, whether unified or integrated. Four models of the system of regulation and supervision over activities of financial institutions are classified according to the proposed criteria. Research of the transformation processes of the regulatory and supervisory systems regarding the activities of financial institutions allowed to summarize advantages and disadvantages of forming different models of the regulatory and supervisory systems.

350-357

Authors: Panchenko O. I.

The article is aimed at disclosing the economic essence of financial risks and substantiating their typology as a basis of organization of their insurance protection. The article discloses features of classification of financial risks in modern conditions which are connected with ambiguity and absence of the universally recognized and comprehensive classification of financial risks that leads to formation of contradictory ways of risks management and their consequences, especially in the organization of their insurance protection. Various approaches to classification of financial risks are analyzed and it is determined that financial risks are an integral part of entrepreneurial risks and are subdivided into both derivative and direct risks, as well as net and speculative risks, depending on the consequences of risks and the possibility of their insurance. The typology of financial risks based on the division of entrepreneurial activity into different spheres is substantiated. A characterization of financial risks of economic entities (except financial market) and the types of financial risks of financial intermediaries is provided. At the same time the division of financial risks characteristic as of both spheres of activity, so of each of them separately, is carried out.

365-372

Authors: Shmatko N. M.

In the current conditions of unification of technological processes and rapid diffusion of innovative knowledge, one of the most important conditions for success in the competitive struggle and ensuring the sustainability of market positions is the continuous implementation of processes of organizational development. Changing the parameters of organization of economic activity or transformation of relations with counterparties with minimal costs can provide a significant increase in the level of implementation of the enterprise potential. In view of this, the author’s hypothesis consists in correlating constituents of the concept of ensuring the sustainability of functioning with the theory of organizational development. As the complexity of realization of this hypothesis is connected with objective inability of enterprise development without loss of sustainability of its economic activity, the article presents theoretical substantiation of directions of solution to this problem. The article is aimed at developing theoretical-methodological provision for the management of sustainable organizational development of an industrial enterprise. The scheme of the subject area of research is defined, which describes the main spheres of implementation of the organizational development processes. The functional model of the enterprise’s life cycle is developed and peculiarities of transformation of the life cycle practices during organizational changes are defined. On the basis of consideration of the main directions and spheres of organizational development, guidelines for their improvement within the developed models of subject area of research and the life cycle of the enterprise are defined.

379-384

Authors: Garafonova O. I., Voronets D. O.

The article presents the content of the basic components of the analytical-methodical provision of the process of strategic analysis of industry branch in the course of diversification of the enterprise’s activity. The developed algorithm of the process of strategic analysis of industry branch aimed at identifying competitive advantages in the course of diversification of the enterprise’s activity is also presented. This process is divided into five stages: gathering information about the industry branch (market) and forming a summary for each enterprise; identification of the key (specific) characteristics of the effective enterprises; formation of quadrants according to the key characteristics of competitors in the branch (quadrant of competitive advantages); building a table of competitive advantages; forecasting the development of industry. The usage of the appropriate analytical-methodical provision of the process of strategic analysis of industry branch in the course of diversification of the enterprise’s activity, considering the most universal components covered by this article, is one of the weighty factors of the successful innovative development of company.

394-398

Authors: Holovatskа S. I., Kurak A. I.

The article is aimed at substantiating the problems of business risks management, the choice of management methods, directed to reducing the impact of risks on the activities of enterprise, achieving goals and positive financial results. The theoretical approaches to understanding the process of «due diligence» are considered and analyzed, the necessity of this procedure in the process of risks management is grounded, components of the risk management system are systematized and the importance of use of accounting instruments is substantiated. It is concluded that this procedure occupies an important place in the process of risks management and in the creation of a provision for future expenses and payments in the accounting. Further researches in this direction should determine the optimal structure of the report on the provision of this service.

406-411

Authors: Boienko O. Y.

The article is concerned with the analysis of motivational basis of brand choice in the psycho-emotional context. It is defined that any human activity is conditioned by the presence of certain motives. In marketing, in the context of consumption, a motive is to meet the needs of consumers. This article presents a scheme of the motivational reinforcement of the fact of consumption and characterizes the patterns of consumer behavior in Ukraine: prevalence of consumption over accumulation; increased consumption of premium brands in the low-cost product groups; «anti-brand» moods; lack of prototypes and national advantages. It is clear that the choice associated with the price characteristic may be different, but it always fits into one of the following points: satisfies its own quality requests; demonstrates social status; corresponds to the wishes of relatives and friends; displays the level of material position. It is noted that from the psychological view the purchase of goods often occurs under the influence of factors of situational character. The levels of perception of brand are suggested as follows: cognitive (processing of input information); psychological (definition of own wishes and visualization of images); behavioral (translating internal processes into reality). The author defines the principles, relying on which, it is possible to explain behavior of consumers: principle of expected value; principle of discreetness; principle of fuzzy logic.