INFLUENCE OF TRADE-MARKETING TOOLS ON THE CONSUMER CHOICE
Journal Title: Економічна стратегія і перспективи розвитку сфери торгівлі та послуг - Year 2017, Vol 1, Issue
Abstract
In changing terms of a consumer market, large companies, reducing costs on direct advertising, several times increase trade-marketing budgets. Properly organized stimulation of the commercial intermediaries, own sales staff and end-consumer allows to increase the level of sales and distribution, helps to optimize inventory and increase commercial activity. Modern market of consumer goods (FMCG) is growing rapidly due to the introduction of commodity innovations, correct use of the tools of brand management and trade marketing. Analysis of different sources in marketing led to the conclusion about the ambiguity of the definition of trade marketing today. Therefore, in the present competitive environment on the FMCG market we have a relevant problem of choosing and applying the most effective trade-marketing tools, as the key element of influence on consumer purchase decisions are often the promotion activities at the point of sale. The article discusses modern types of trade-marketing instruments in FMCG market and their impact on consumer acceptance of the decision on the purchase of goods. An online survey for the identification of consumer attitudes to trade marketing tools is carried out. The main types of BTL-events are considered, and each of them is evaluated by means of the results of online survey among the purchasers of goods of daily consumption. Diagrams depicting the percentage of trade marketing tools popular among buyers are presented. The development and use of trade-marketing activities increases customers’ and retailers’ loyalty, and brand recognizability among the other brands. The obtained data can be used in the development of marketing strategies for goods in FMCG-market; which trade marketing tools have greatest impact on consumer decisions and make it possible to choose the most effective BTL-activities bringing maximum profit.
Authors and Affiliations
Наталія Савицька, Ольга Прядко, Марина Сіроус
Keywords
Related Articles
- EP ID EP194937
- DOI -
- Views 163
- Downloads 0
CONSOLIDATION OF THE ROLE OF CORPORATE STRUCTURES’ INNOVATIVE DEVELOPMENT
The authors consider modern tendencies of innovative activity development in corporate structures under conditions of competitive environment. The most common scenarios of the creation of companies’ innovative...
CONSUMER LOYALITY: MEASUREMENT AND MANAGEMENT
The complexity of the nature of the activities of trade enterprises in modern conditions puts forward new requirements for management tools. The ability to survive in a competitive environment depends on their competitiv...
STRATEGIC ANALYSIS AS AN INFORMATIONAL BASIS FOR MARKETING DECISIONS AT A HIGHER EDUCATION ESTABLISHMENT
Modern HEIs operate in an extremely fast and complex external environment in which transformational processes take place, which necessitates accelerating their adaptation to new conditions. In connecti...
КУЛЬТУРА ЕКОНОМІЧНОГО ОБҐРУНТУВАННЯ ПРОЕКТУ
Розглянуто питання обґрунтування інвестиційних проектів в умовах незадовільного інвестиційного клімату сучасної економіки України. Економічне обґрунтування подано у вигляді філософської категорії культури взаємовідношень...
МОНІТОРИНГ СОЦІАЛЬНО-ТРУДОВИХ ВІДНОСИН В УКРАЇНІ
Розглянуто основні напрями розвитку та механізми управління системою моніторингу соціально-трудових відносин в Україні. Обґрунтовано важливість і необхідність моніторингу соціально-трудової сфери в Україні як інструменту...