Дослідження споживчих переваг і лояльності споживачів для досягнення маркетингових цілей компанії
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Файли
Дата
2019
Назва журналу
Номер ISSN
Назва тому
Видавець
Університет імені Альфреда Нобеля
Анотація
The purpose of this article is to research of consumer preferences and consumer loyalty to achieve
company’s marketing goals. The analysis showed that in conditions of strong competition, a deep
knowledge of the needs of a potential consumer and an increase in his loyalty will help the company
adjust all the components of the marketing mix.
The main approaches to the definition of the concept of “consumer loyalty” are identified, two of
which are highlighted: as consumer behavior (based on the amount and frequency of purchases) and
as consumer preferences (the result of a generalization of feelings, emotions, thoughts). According to
the second approach, consumer loyalty goes through four stages: cognitive loyalty (the consumer gets
acquainted with the brand); affective loyalty (the consumer has a certain emotional connection with
the brand); сonation loyalty (the desire of the consumer to manifest loyal behavior); action loyalty
(personal affection of the consumer to the brand).
Noted that in the competitive environment of the fashion retail segment, consumer loyalty to
a particular brand lies in the emotional sphere, where the main components are satisfaction (arising
from a comparison of previous expectations and the real qualities of the purchased product) and / or
awareness (degree of brand popularity in the target market). Accenteded that the consumer is more
important for the psychological (for example, prestige) and social (for example, “made in Ukraine”)
benefits of the brand than its functionality.
Questioning on degree of loyalty of consumers to a brand of LC Waikiki clothes (Dnieper) which
results demonstrate that degree of their loyalty makes 54.6% is carried out. Such level for a brand
which entered the Ukrainian market of fashion-retail recently is rather high.
Сonstructed a profile of the consumer of a brand of LC Waikiki clothes: consumers at the age
of 15-20 years (36%) are the most loyal, marital status - are not married (69%), students and working
(42% and 35% respectively), with low comprehensive monthly revenues from 3000 to 5000 UAH
(48%) which generally live in the city (83%).
Опис
Ключові слова
consumer preferences, consumer loyalty, fashion-retail, consumer’s profile, brand.