INTERCONNECTION BETWEEN COMMODITY POLICY AND CONSUMER RIGHTS PROTECTION MECHANISM

Abstract

The purpose. The article examines the relationship between the product policy of enterprises and the mechanism for protecting consumer rights in modern conditions of the functioning of a market economy. The subject of the study is the theoretical and practical aspects of the influence of the elements of product policy (assortment, quality, safety, labeling, packaging, brand and positioning) on the provision and implementation of consumer rights. The research methodology is theoretical and based on the use of general scientific and specialized methods: analysis, synthesis, the systems approach, comparative analysis, normative-legal analysis, and generalization. Findings. In the process of the study, the essence of product policy as a component of the marketing activity of the enterprise was analyzed and its role in the formation of the consumer value of the product was determined. Special attention is paid to the mechanism for protecting consumer rights, its regulatory and legal support and functional components. The results of the study show that there is a close relationship between the product policy of the enterprise and the level of consumer protection. It has been established that the quality and safety of products are the basic conditions for the realization of consumer rights, while labeling, packaging and information support determine the level of their awareness and the possibility of conscious choice of goods. It has been proven that an effective assortment policy contributes to increasing consumer satisfaction and the realization of their right to free choice of products. The paper also identifies the main problems of consumer rights implementation in the modern market and substantiates the directions of improving the product policy of enterprises taking into account the principles of social responsibility and consumer protection. The prospects of adapting national practices to European standards in the field of consumer rights protection are outlined. Practical value. The practical significance of the study lies in substantiating recommendations for improving enterprise product policies based on the principles of social responsibility and the safeguarding of consumer rights. Implementing the proposed approaches will help enhance enterprise competitiveness and consumer satisfaction, improve the effective exercise of consumer rights, and harmonize national practices with European standards in the field of consumer protection.