Consumer Analysis as a Tool to Improve the Efficiency of Functioning of Consumer Market
Journal Title: Бізнес Інформ - Year 2016, Vol 1, Issue
Abstract
The article analyzes consumers of textile products, factors of internal and external influence, which determine consumer behavior, and methods for rendering influence on this behavior. The consumer analysis has been conducted in the direction of three groups of strategic decisions, related to the motivation of consumers, market segmentation and behavior of consumers. The motivations of buying textile products (both rational and emotional) have been analyzed. The specific features of demand creation for these products has been identified. Segmentation of consumers has been carried out by various criteria: on the basis of typology of consumers, income level, status of buyer and consumer. Profiles of consumers of textile products together with positioning strategies for trading consumer-oriented enterprises have been developed, providing establishment of a connection between consumer needs and the conditions of efficient organization of textile trade. Both general and specific approaches to merchandising textile products as a means of influence on decision to purchase have been formulated, which will allow to foresee models of consumer behavior. The factors that cause discomfort in the perception of textile goods in a store have been identified.
Authors and Affiliations
Olha Shymko
Keywords
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