SALES RISKS OF TRADING COMPANIES: THE INTERRELATIONSHIP BETWEEN PRODUCT POLICY, SALES POLICY AND CONSUMER BEHAVIOR

The article examines the problem of identifying and managing sales risks of trading companies under an unstable market environment characterized by military threats, logistical constraints, inflationary pressures, digitalization, and transformations in consumer behavior. The purpose of the study is to substantiate the theoretical and methodological foundations for identifying and systematizing sales risks based on determining the relationship between product and sales policies and consumer behavior. The essence of sales risks is clarified as the probability of adverse deviations in the processes of forming and implementing a product offering caused by a mismatch with consumer demand, shortcomings in assortment and sales decisions, distribution channels, logistics, and product movement. Sales risks are systematized according to the areas of their occurrence and manifestation, with nine groups identified: product, logistics, marketing, pricing, communication, channel and distribution, counterparty and contractual, financial, and competitive risks. The main manifestations of these risks and their potential impact on sales volumes, inventory turnover, profitability, and financial performance are determined. Particular attention is paid to the influence of changes in consumer needs, preferences, purchasing motives, and behavioral patterns on product and sales decisions. The relationship between consumer behavior, product policy, sales policy, and sales risks is substantiated. A conceptual framework of their interaction is proposed, covering consumer needs and behavior, product offering, product risks, sales policy, sales risks, sales performance, and consumer response. The cyclical nature of this interaction is demonstrated, whereby changes in consumer needs generate market signals that require timely adjustments to assortment, pricing, distribution channels, logistics, and marketing communications. The proposed approach creates a theoretical and methodological basis for risk-oriented management of trading companies’ sales activities and supports their adaptation to changes in the market environment.