CONSUMER BEHAVIOUR FORMATION IN THE CUSTOMIZED SERVICE MARKETS: A CASE OF UKRAINE
Journal Title: Baltic Journal of Economic Studies - Year 2018, Vol 4, Issue 1
Abstract
Target setting. In modern conditions, in some markets for goods in mass demand, companies are increasingly beginning to introduce customization in marketing activities, which involves the implementation of marketing tools aimed at ensuring a wide differentiation of the trade offer, the establishment of direct communication with the target audience, which provides an opportunity to attract the consumer to the production of goods and to adjust product under its certain requirements. Uninvestigated parts of general matters defining. The study of the market behaviour of consumers is a branch of knowledge that is rapidly and dynamically developing and falls within the scope of scientific interests of a large number of scientists. The emphasis in existing studies of consumer market behaviour is made on the study of commodity markets. There are publications devoted to questions of consumer behaviour research in the service markets, but there are practically no publications on the study of behavioural patterns in service markets on an orderly basis. The purpose of the article is to study features of the market behaviour of consumers on the Ukrainian market of exclusive confectionery products to order. Methodology. The authors of the article conducted a marketing research on the motivation and behaviour of consumers on the Ukrainian market of exclusive confectionery products to order. The sample comprised 117 people, of which 71% of the respondents were women, 29% of respondents were men. The statement of basic materials. The main purchasing motives of the consumer who decides to order exclusive confectionery products are investigated and it is revealed that the ordered product is characterized by a high level of emotional consumer value. The description of the customer’s motivation field is presented and consumer risks, which influence the market behaviour of consumers of exclusive desserts, are viewed. According to the results of the study, such existing areas of dissatisfaction of target consumers are identified, namely, design mismatch expectations, unjustified prices, dissatisfaction with taste, the inconsistency of packaging, complex order procedure, which requires time and effort. Conclusions. Using the results of the conducted marketing research, recommendations for producers of exclusive desserts to reduce possible dissatisfaction of the consumer when ordering exclusive desserts are presented. First of all, manufacturers should try to provide as much as possible a clear description of the offered services, try to visualize and materialize the offer to the consumer, thus reducing his perceived risks.
Authors and Affiliations
Victoria Zhurylo, Olga Prygara
FORENSIC ACCOUNTING: THE ESSENCE AND PROSPECTS OF DEVELOPMENT IN UKRAINE
The subject of the study is a set of theoretical, organizational, and methodological principles for the development of forensic accounting in Ukraine. General scientific and special methods of cognition are the methodolo...
METHODICAL SUPPORT OF IMPROVING THE ORGANIZATION OF MARKETING ACTIVITY OF THE COAL-MINING ENTERPRISES OF UKRAINE
The purpose of the paper is to develop scientific and methodical approaches and proposals for improving the organization of marketing activity of the coal-mining enterprises of Ukraine in the conditions of instability in...
DEVELOPMENT VECTOR OF INFORMATISATION OF SOCIETY
The purpose of the paper is to cover the main moments of the state program of informatisation of society and on the basis of the sources used to propose a strategic vision of the further development of the information so...
THE INSTITUTIONAL CONTENT OF THE HUMAN CAPITAL OF THE NATIONAL ECONOMY
In the current conditions of transformation of traditional institutes and institutions and formation of a new institutional state, the institutional content of human capital as the most valuable resource of the economy c...
MARKETING RESEARCH OF TABLE EGGS MARKET
The object of research is the market for Ukrainian table eggs. Having analysed the domestic market for table eggs, the main trends are found there. The dynamics of the consumption of table eggs in our country over the la...