Evaluation of product competitiveness on the example of ice cream

Abstract

The article examines the main provisions and methodological approaches to defining the essence of competitiveness. The differences and diversity of the authors' positions in terms of determining competitiveness are given. The competitiveness of products is presented as the main condition for the competitiveness of the enterprise in the market and an important basis for business profitability. A generalized definition of product competitiveness is given. According to the purpose of the work, the competitiveness of products was assessed on the example of ice cream. The evaluation of ice cream was carried out with the help of a tasting commission consisting of five people, on a 10-point scale, based on the developed criteria. The paper presents the results of the scoring of the competitiveness of ice cream. It is proved that the studied samples of ice cream from different Ukrainian dairy producers have a "high" level of competitiveness.