The Impact of Transformation Processes on the Formation and Determination of the Capacity of the Consumer Market

Effective modeling of the procedure for assessing the capacity of the modern consumer market involves identifying current and relevant trends in the development and boundaries of the transformation of the market itself, as well as possible modification of the methodology, methods, and key indicators characterizing its state and development. In the course of the study, the authors identified the main mainstreams of the modern consumer market, which served as factors influencing the possibility of adapting the methods for calculating and assessing market indicators. By grouping existing methods of finding market capacity, a system of unified (for a group) indicators for assessing transformation processes of market capacity was proposed depending on the nature of the grouped features and the scope of application of the methods. The conducted analysis of the "deformation" of the selected indicators included in the system allowed us to form an understanding of the "applicability" of currently existing methods for assessing the capacity of the modern consumer market.