Post-graduate student Iermoliuk R.S.

Donetsk National University of Economics and Trade after M. Tugan-Baranovsky, Ukraine

PROBLEMS OF IMPROVING THE QUALITY OF WATER-DISPERSION PAINTS ON THE UKRAINIAN MARKET

On the Ukrainian market of water-dispersion paints there are variety of the problems the solution of which is necessary for achievement of the European quality level.

Lack the uniform standard. To improvement the quality of the Ukrainian water-dispersion paints the solution in a question of the uniform standard in manufacture of water-dispersion paints is required. Many firms manufacture paints on the Technical specifications of Ukraine, value of quality characteristics in which is essential more low, than in the GOST.

Insufficient awareness of consumers. This problem streams from the previous. Lack of the state control over standard observance in manufacture of water-dispersion paints leads to the numerous fakes that blow to the manufacturer’s reputation.

Lack of the standard allows many firms to reduce the prices at the expense of quality, but advertising that ignoring similar aspects and a label promote that the consumer makes a select in favour of the poor-quality goods and, as consequence, the national manufacturer appears discredited.

Use the cheap low-quality raw materials. There are many serious claims to quality of used raw materials (to colorants, filling compounds and film-forming materials). Expensive import colorant is often diluted with a filling compound in intolerable quantities for the sake of reduction in price of a finished product. As a filling compound such traditional materials, as a chalk, asbestos, a talcum are still used.

Colour repeatability problem. The compounding of many Ukrainian water-dispersion paints not rigidly checks their colour. The odds in tones of batches following one after another are often spotted approximately. Thus a large quantity of the factors influencing at similar estimate is not considered. The up-to-date consumer in many cases does not settle impossibility in the second time to buy a necessary tone. One of possible trajectories of a solution of a problem - terminating colorising paints on the temper points. However to gain considerable quantity of paint at such colorising is rather difficultly.

Toting available information, it would be desirable to tell that Ukraine’s backlog from foreign countries has mentioned paint and varnish industry. Entrapment by the western companies of home market lays down national producers in requirements of very hard competitive activity. Though manufacture of water-dispersion paints is profitable, for the Ukrainian companies are strongly stands a question of investments. The part from them flies lower cost prices, thus quality is brought in a victim.

Solutions to problems. To successfully compete with import production, large-scale investments and coordinate activities of leading enterprises with binding support of the state are required.

Introduction the uniform standard. Introduction of binding uniform certification of paint and varnish production is necessary. It should be done on the basis results of testing that spent in specialized laboratories, accredited by Gosstandart. Certification should become more accessible financially. The situation is aggravated with lack of a select from several laboratories and the centres having the identical rights in testing of production and issuance to it of certificates. In operating and again entered Technical specifications of Ukraine it is necessary to increment number of quality characteristics that they were at level of the domestic and foreign standards by water-dispersion paints. Technical specifications of Ukraine should be registered bindingly in technical committees at Gosstandart. Introduction of binding certification will clear the market of poor-quality production that will allow the large enterprises not to be afraid of fakes and to feel more confident.

Conducting competent marketing policy. Advertising activity of water-dispersion paints manufacturers has reached a large scale. But advertising expenses are often accompanied by granting of the incorrect information. Similar advertising activity does not allow the consumer to gain the adequate products information. Correct assortment, marketing, advertising policy, competent behaviour in the market is a necessity, possibility to involve many consumers which can become further regular customers.

Use o computer control. Substantially maintenance of an effective competition to the western materials can be related with introduction of computer control over manufacture and quality of finished goods, including computer colorising white basic water-dispersion paints in package and use of pigmentary pastes. Introduction of such systems requires small investments into $10000-25000. Level of service that necessary for the domestic goods and qualities is expressed in similar innovations. The coming years demand for a qualitative paint will grow only as the consumer promptly gets used to novelties of the market and willingly uses them. Compliance with international standards and implementation at leading enterprises of quality management system will provide high competitiveness of domestic water-dispersion paints in relation to import products.