INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE
Journal Title: Baltic Journal of Economic Studies - Year 2017, Vol 3, Issue 3
Abstract
The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the case of adaptive consumer behaviour. Communicative influence and communication sources depend on the stage of adopting innovations: 1) awareness, 2) attitude formation, 3) decision, 4) confirmation, 5) implementation. The main communicative channels on the first and second stage of the process of adopting innovations are: exhibition activity, TV advertising, outdoor and print advertising, Internet advertising, specialized publications, testing centres for goods, state educational programs. The main communication channels on following stages are testing centres, the advice of friends and acquaintances, customer’s experience, the advice of vendors-consultants.
Authors and Affiliations
Victoria Zhurylo
Keywords
Related Articles
- EP ID EP497434
- DOI 10.30525/2256-0742/2017-3-3-4-12
- Views 78
- Downloads 0
STATUS OF THE TAXPAYER IN A TAX LEGAL MECHANISM
The aim of the article. The theoretical and legal bases of a taxpayer in the tax legal mechanism are considered. A comparative legal study of legal regulations that determine the place of the taxpayer in the tax legal me...
RETROSPECTIVE AND MODERN ASPECTS OF THE DEVELOPMENT OF CHARITY
The article considers the retrospective and modern aspects of the development of charitable activity in the socio-economic sense, which is the assistance to other persons at the expense of own welfare or free time, and p...
DETERMINANTS OF SHADOWING OF THE ECONOMY: THE GENESIS OF ECONOMIC AND LEGAL DOCTRINES
The purpose of the article is to study the genesis of economic and legal doctrines, on the basis of which it seems possible to identify the main determinants of shadowing of the economy. Analysis of problematic issues of...
DUE DILIGENCE: ESSENCE AND POSSIBLE PROSPECTS OF DEVELOPMENT
The subject of the study is a set of theoretical, methodological principles for the implementation of the due diligence procedure as an audit service in Ukraine. The methodological basis of the study is general scientifi...
DETERMINATION OF OPTIMUM OF CAPITAL-LABOUR RATIO WITHIN TWO-FACTOR PRODUCTION FUNCTIONS WITH NON-ZERO SUBSTITUTION BY THE PRINCIPLE OF EQUAL MARGIN
Theoretical and applying aspects of using the principle of equal margin in microeconomics for the determination of the optimal capital-labour ratio within two-factor production functions with non-zero substitution are di...