Marketing approach to forecasting of regional market consumption potential

Consumption potential is one of the key elements of the investment climate in the region. It determines the amount of effective demand in the region and is the basis for the manufacturers’ assortment policy formation. The article represents the results of the study of the consumption potential as a fundamental element of the investment climate in the region. The models reflecting the dependence of the quantity demanded for the commodity lines on the main factor indices have been developed as results. Practical implementation of the formed models consists in forecasting the region's needs for basic food products.