Object of research - the process of state regulation of the market of goods irrational of demand (GID). The purpose of research - a synthesis of theoretical foundations and justification of methodological approaches to improve the mechanism of state regulation of the market for goods irrational demand for example beer market. Methods of research - theoretical generalization, table, and mathematical economics, analysis and synthesis, theoretical modeling and practical observation, comparison, and structural synthesis of the scenario approach. Practical significance of the results is to develop practical recommendations on how to improve scientific justification regulatory actions carried out by state institutions on the functioning of the domestic market of GID in modern globalized economy. Scientific novelty of the research lies in the fact that the first conceptual approach to the construction of scenarios of functioning of state regulation of the beer market as a market of GID developed and proposed. Its essence, unlike existing is that it includes direct and indirect instruments of state regulation, the levels of their application and the expected result for enterprises and public authorities. Classification of the functioning of the beer market, according to which both the existing allocated specific conditions, characterized by features of GID, the market organization of manufacturers of beer products, intra-industry interaction in the framework of this market, which enabled us to formulate the characteristics of development of the domestic beer market, scientific and methodical approach to the choice of instruments mechanism of state regulation of GID with the possibility of direct and indirect influence on the creation of a culture of production and consumption of beer products, which, unlike the existing hierarchy includes their use, improved. Justification of the need to use indirect methods of state regulation of the market through the provisions of GID model comparing the costs and benefits of government intervention in the economy, the theory of "rational habit" and the theory of elasticity of demand for alcohol at a price that made it possible to determine the tools to reduce the negative external effect of socio-economic consumption of beer such as GID products without a significant reduction in the market, the theoretical approaches to assessing the impact of cultural factors on the consumption of beer market functioning on the basis of the theory of consumer behavior, taking into account the demand for socialization features and capabilities of GID substitutization market towards the use of substitute products having smaller social individually and negative externalities; scientific approaches to improve the mechanism of state regulation of GID, which, unlike existing methods allow you to apply the motivation of company-producers and distributors, in particular, beer products to social responsibility, taking into account the capacity of public influence on the definition of social development priorities culture production and consumption, have been developed.
