Pp. 3-13

DOI: 10.24412/2071-3762-2022-5302-3-13
Transformation of Consumer Choice and Preferences Characteristics when the Marketing Research Results Processing

Zakuskin Sergey Viktorovich, Candidate of Technical Sciences, Deputy General Director, Compass Research Agency LLC; Oktyabrskaya st. 60-2-10, Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The analysis of consumer preferences of goods/ brands/ firms plays a crucial role in marketing research. On its basis, an effective strategy is created and solutions are developed for the promotion of goods / services / trademarks / firms.
At the same time, traditional methods of measuring preferences yield data, the informativeness of which is low – on their basis, a very limited range of results can be obtained. However, if the measurement data is transformed by suitable methods, then their informativeness will significantly increase. For the transformation, both generally applicable methods of optimal scaling and methods of multidimensional scaling can be used, specially designed for the analysis of preferences (they allow you to build scales of consumer preferences, identify possible multidimensionality of consumer choice, analyze the «first choice», as well as the choice of the second and subsequent queues).
As a result, it becomes possible to identify the deep structure of consumer preferences, to find areas of choice (the range of characteristics taken into account by representatives of the target group when choosing goods / brands / firms) and ideal areas (the values of characteristics preferred by consumers), which significantly increases the validity of promotion decisions and gives effective ideas for promotion.

Keywords: consumer behavior; consumer choice; target group segment; consumer activity; factor analysis; discriminant analysis; quantification of measurement scales.

Pp. 14-20

DOI: 10.24412/2071-3762-2022-5302-14-20
Marketing Research of the Primorsky Krai Fashion Industry Market

Zhokhova Valentina Vladimirovna,Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Trade, Vladivostok State University of Economics and Service; Gogol str., 4, Vladivostok, Russia, Primorsky Krai, Far Eastern Federal District, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Yurchenko Natalia Aleksandrovna,Acting Head of the Department of Marketing and Trade, Associate Professor of the Department of Marketing and Trade, Vladivostok State University of Economics and Service; Gogol str., 4, Vladivostok, Russia, Primorsky Krai, Far Eastern Federal District, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Purpose: to conduct a marketing research and analysis of the Primorsky Krai fashion industry market for the period 2017 – 2020.
Tasks: to review the characteristics of the market of goods produced by designers and representatives of the light industry of Primorsky Krai; to forecast the main indicators of the fashion industry; to determine the market segments of fashion operators in the region.
Result: the conducted review of the market of goods produced by designers and representatives of the light industry of Primorsky Krai showed a reduction in the number of fashionable products and a decrease in demand for it in the period from 2017 to 2020, Forecasting production indicators for the next five-year period by extrapolation revealed that the production of fashionable clothing will become the main prospect for the development of the fashion market; segmentation of the market of the fashion industry of the region contributed to the identification of the main segments of market operators, the definition of their characteristics, capabilities and requests.
Conclusion: The modern fashion industry is an independent sector of the economy, including the production and sale of fashion goods. The features of this unique sector are extreme dynamism, the rapid rate of change of all processes, fierce competition between fashion brands. In order to develop the regional fashion industry market, it is necessary to conduct regular marketing research and analysis, to determine market segments. The conducted research of the fashion industry market contributes to the study of the needs and problems of manufacturers, the needs of potential consumers and channels for promoting modern clothing for making targeted management decisions. To successfully assess the development potential of the fashion sector of the Primorye economy, it is necessary to increase the share of creative industries in the GRP by increasing the production of fashion clothing by 2025.

Keywords: fashion industry market; fashion clothing manufacturers; market research; market analysis; market segmentation; market forecasting.

Pp. 21-24

DOI: 10.24412/2071-3762-2022-5302-21-24
Formation of Indicators System for the Study of the Competitiveness of Multi-Brand Clothing Online Stores

Kolocheva Vlada Vladimirovna, Candidate of Science (in Economics), Associate Professor, Department Marketing and Service, Novosibirsk State Technical University; Karl Marx avenue 20, Novosibirsk, Russia, 6300073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Venetskaya Kristina Alexandrovna, Internet marketer of the PR group, Krasnoyarsk Energosbyt; Dubrovinsky street 43, Krasnoyarsk, Russia, 660017 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the study of issues related to the analysis of the competitiveness of organizations in the e-commerce market. The authors have developed a system of evaluation indicators that includes two groups of indicators: the potential and capabilities of the organization and the results of the organization’s activities. In turn, the objects of evaluation in this system are: goods, website, social networks, customer service processes, logistics processes. When choosing these indicators, internal factors affecting the activities of organizations were taken into account, as well as the peculiarities of the functioning of online stores of multi-brand clothing. The analysis of the competitiveness of organizations using this system of indicators will provide information that contributes to the development by business entities of the organization’s promotion strategy in the Internet environment, the concept of the site, as well as measures to manage the brand portfolio and improve the conditions for the sale of goods.

Keywords: competition; competitive environment; online store; competitiveness; index; grade.

Pp. 25-33

DOI: 10.24412/2071-3762-2022-5302-25-33
Visual and Audial Unconventional Brands’ Communications Based on the Emotional Marketing Concept

Budrin Aleksandr Germanovich, D.Sc. (Economics), professor, NRU IFMO; Kronverskiy runway, 49, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Solovieva Dina Vitalievna, Ph.D. in Economics, associate professor, NRU IFMO; Kronverskiy runway, 49, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Golyakova Maria Denisovna, Innovative Marketing Masters program, NRU IFMO; Kronverskiy runway, 49, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kondakova Veronika Aleksandrovna, Innovative Marketing Masters program, NRU IFMO; Kronverskiy runway, 49, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The following article reviews unconventional marketing communications on the emotional marketing concept. Unconventional visual and audial marketing communications provide information directly to the consumer through information noise in a highly competitive brand environment. The authors propose an approach to the implementation of visual and audio unconventional communications, which involves the formation of an emotional connection between the target audience and brand and includes three areas of brand interaction with the target audience: communication through the main channels, direct interaction of the target audience with the brand product, purposeful acquaintance with the brand through social networks. Consumer ways are differentiated according to the leading type of perception of information: auditory or visual. The authors have developed and tested on a number of applied projects the model of “approaching consumers to the brand”, which focuses on unconventional emotionally charged communications. The proposed approach is intended for use by marketers in the process of forming and implementing a communications strategy.

Keywords: unconventional marketing communications; visual communications; audio communications; sonic branding; emotional marketing.

Pp. 34-43

DOI: 10.24412/2071-3762-2022-5302-34-43
Managing Consumer Experience in the Fitness Services Market Based on the Concept of Cognitive Marketing

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University; Kronverksky pr., 49, letter A, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Britina Aleksandra Andreevna, a student of Faculty of Technological Management and Innovations, ITMO University; Kronverksky pr., 49, letter A, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Petrov Vyacheslav Sergeevich, a student of Faculty of Technological Management and Innovations, ITMO University; Kronverksky pr., 49, letter A, Saint-Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The negative consequences of the covid crisis, the emergence of new difficult-to-predict environmental factors have caused a difficult situation in the fitness services market: a reduction in income, restrictions on activities at the legislative level, a forced increase in costs. All this determines the need to develop a new approach to the organization of interaction between the target audience and fitness brands, aimed at minimizing the impact of negative factors. The authors conducted a study of the fitness services market, identified its key features and trends. Based on desk and field studies, the main segments of the target audience of the market are identified and described. In accordance with the results obtained, the authors propose a method for managing the experience of consumers in the fitness services market based on the concept of cognitive marketing. It is an effective tool for forming a system of interaction between the brand and the target audience in conditions of instability. The application of the method provides an integrated approach to the management of consumer experience in the fitness services market: from the analytical stage to the development of strategic, tactical decisions and evaluation of their effectiveness. The proposed method has been tested on a large network of fitness clubs in St. Petersburg. The results of the research conducted by the authors are valuable for practical marketing.

Keywords: consumer experience management strategy; consumer experience; experience management; cognitive marketing; consumer experience management system; fitness services market.

Pp. 44-54

DOI: 10.24412/2071-3762-2022-5302-44-54
Gamification in Brand Management Based on Engagement Marketing

Baklamenko Daniil Vasilyevich, master’s degree student, ITMO National Research University, Faculty of Technology Management and Innovation; Chaykovskiy 11/2, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sologubov Vladimir, master’s degree student, ITMO National Research University, Faculty of Technology Management and Innovation; Chaykovskiy 11/2, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vorobyeva Alena Aleksandrovna, Teaching Assistant of Faculty of Technology Management and Innovation, ITMO National Research University; Chaykovskiy 11/2, Saint Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the concept of engagement marketing. Special attention is paid to the key tool of this concept – gamification as a way of brand management. Through the use of gamification, it is possible to increase the loyalty of the audience, retain the consumer, form a community and increase the frequency of consumer contacts with the brand. At the same time, it is important to lay this element of engagement marketing at the conceptual and strategic levels of the brand. However, many modern brands are limited exclusively to the tactical (instrumental) level. The authors consider the existing gamification models: «PBL Model», K. Verbach and D. Hunter gamification model, Octalysis scheme (Yu Kai Chou). Based on the analysis, an adapted model of Octalysis is presented. This model is necessary to study the significance level of consumer participation motives in gamification within the framework of brand concept development. Also, this model will help in the study of the level of consumer interest (involvement) in each of the motives implemented by the brand. The authors propose a «Brand player» model, which allows using the previously identified motives for consumer participation in gamification at the conceptual, strategic and tactical level of the brand. The article presents the results of testing the developed models on the example of the educational brand GameClub by Marketorium.

Keywords: brand; gamification; gamification model; engagement marketing; engagement; consumer motives.

Pp. 55-60

DOI: 10.24412/2071-3762-2022-5302-55-60
Regional-Industry Approach to the Formation of the Modern Metropolis Brand (on the example of Novosibirsk)

Komarov Konstantin Leonidovich, Doctor of Technical Sciences, Professor of the Department of System Analysis and Project Management, Siberian State University of Railway Transport; Dusi Kovalchuk str., 191, Novosibirsk, Russia, 630049 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nyurenberger Larisa Borisovna, Doctor of Economics, Professor, Head of the Department of Business in the Service Sector, Novosibirsk State University of Economics and Management; 56 Kamenskaya Str., Novosibirsk, Russia, 630099 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Fedeneva Irina Nikolaevna, Doctor of Biological Sciences, Associate Professor of the Department of World Economy and Tourism, Siberian State University of Railway Transport; Dusi Kovalchuk str., 191, Novosibirsk, Russia, 630049 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Komarova Lidiya Konstantinovna, Candidate of Pedagogical Sciences, Associate Professor of the Department of World Economy and Tourism, Siberian State University of Railway Transport; Dusi Kovalchuk str., 191, Novosibirsk, Russia, 630049 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Petrenko Nikita Evgenievich, Candidate of Economic Sciences, Senior Lecturer of the Department of Business in the Service Sector, Novosibirsk State University of Economics and Management; 56 Kamenskaya Str., Novosibirsk, Russia, 630099 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Increasing the level of socio-economic development of the country and its regions is accompanied by processes and trends that increase the importance of individual industries in their socio-economic development. Such industries can become major factors of competitiveness. Currently, branding, along with other tools for strategic development, is considered the most important resource necessary for the development of territories and increasing their competitiveness. The formation of the Novosibirsk city brand, based on an integrated approach, will allow using the brand as a strategic tool for the socio-economic development of the city and increasing its competitiveness. In our opinion, in modern conditions, tourism can become one of the industries that contribute to the socio-economic development of the region.

Keywords: region; socio-economic development; branding; competitiveness.