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CONCEPTUAL ASPECTS OF STUDYING VALUE REFERENCE POINTS AND CONSUMER PREFERENCES OF YOUNG CONSUMERS

Наименование публикации:CONCEPTUAL ASPECTS OF STUDYING VALUE REFERENCE POINTS AND CONSUMER PREFERENCES OF YOUNG CONSUMERSАвторы:Сидорчук Р. Р. , Мешков А. А., Данченок Л. А., Скоробогатых И. И., Ефимова Д. М.
Тематическая область:Экономика и экономические науки
Вид публикации:Статья в журнале
Электронная публикация:ДаЯзык издания:РусскийГод издания:2016Страна издания: Индия Наименование журнала или сборника:International Journal of Applied Business and Economic Research (I J A B E R)Номер журнала (с указанием года):I J A B E R , Vol. 14, No. 10, (2016): 7341-7360Наименование издательства:Serials Publications Pvt. Ltd.Код ISSN или ISBN:0972-7302Количество страниц:20Количество печатных листов:1,6Индексация:ScopusАннотация (реферат):Context. Development of marketing methodology as related to closer attention to

customer experience management requires further theoretical comprehension. The study analyses

which value reference points and consumer preferences characteristic of the selected segment

will become a conceptual basis of marketing tools. Objective. The objective is to identify value

reference points and consumer preferences of students as “opinion leaders” among young people.

Data Sources/Study Design. The research is conducted using focused interviews (focusgroups)

with representatives of student audience residing in the Moscow region. Total number

of respondents in focus-groups is 17 people. All of them fitted the age limit of 17 to 29 years

old, which is meet requirements of the current research. Principal Findings. Value reference

points and consumer preferences of the youth market were identified. Following the results of

the comparative analysis, we devised a hypothesis on the possibility of creating a model of

marketing management of customer experience at touch points on the basis of parameters “human

values” – “consumer preferences”. The gender differentiation in consumer’s preferences among

young respondents according to the different products were identified. Conclusions. There is

a possibility of increasing the effectiveness of the practical application of the methodology of

managing the client’s experience adapting to behavioral shifts on the target audience. The

basis of increase of productivity impacts at the touch points contact with the consumer model is

the use of proposed model: “value systems” - “consumer preferences”. Changing the parameters

in the model of “value-reference points” - “consumer preferences” and the coupling strength

between the two can be in-tenance indicator to control the influence of the contact points.


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