THE DEVELOPMENT TRENDS IN THE PAID SERVICES MARKET (ON THE EXAMPLE OF THE REPUBLIC OF TATARSTAN)
Abstract: Services are the most important part of national economy and are grouped according to the purposes, nature, application and properties. Currently, the most important type of services in Russia is the trade which makes the study relevant. The authors of the paper analyzed the market of paid services at the macro- and meso-level. The index of physical volume of paid services to the population, the consumer price index, the positioning, and the cluster analysis are used as the tools of analysis.
The detailed analysis of the macro-market of paid services is carried out in terms of types of services and covers the period of 1990–2016 what allows assessing the market development trend over the past 26 years. During the analysis, the most popular types of paid services among Russians were identified.
The meso-level study is carried out on the example of Volga Federal District, as a result of which, the diagram of positioning of the District regions according to the indicators of paid services volume per capita and the index of physical volume of paid services is built and four quadrants are defined.
The study concludes with the assessment of the dynamics of paid services market of the Republic of Tatarstan for 2010–2016 taking into account the specifics of services. At the first stage, the development trends of the regional service market are identified; at the second stage, the cluster analysis of the municipal districts of Tatarstan is carried out in terms of paid services per capita, which identified three groups of regions with the further clustering of the municipal entities. The practical significance of the results of the study is in the grouping of paid services market consumers to get an idea of the behavior of a customer from a certain segment.