Development of Electronic Retail in Russia

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor, Professor of the Department of foreign trade and commerce, Saint_Petersburg state University of Trade and Economics; Novorossiyskaya str. 50, Saint_Petersburg, 194021, Russia. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nogina Olga Romanovna, Undergraduate first year, Department of foreign trade and Commerce, faculty of graduate training «Saint-Petersburg state University of trade and Economics», Novorossiyskaya str. 50, Saint_Petersburg, 194021, Russia. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article considers the problems and prospects of development of e-Commerce in Russia, given the notion of categories: e-Commerce, e-retailing, examines its advantages and disadvantages, and analyzed information about the volume of e-Commerce market, the amount, and the profile of actual purchases by Russian online consumers. It is concluded that the retail chains continue to develop the economic space of the Internet, as one of the development models they use convergence. It is noted that due to the development of global information technology organizations have the possibility for more convenient data collection about consumers, their needs, desires, and preferences.

Keywords: trading; e-business; e-Commerce; e-retail; convergence; geographic expansion of the online stores.

Behavioral Categories Construction of the Users of Social Networks as a Basis for the Development of the Content Strategy

Kmet Elena Borisovna, Ph.D., assistant professor of Marketing, Commerce and Logistic Department, School of Economics and Management, Far Eastern Federal University; Suhanova str. 8, Vladivostok, 690091, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The intense interest from advertisers to promoting products and services through Social Media Marketing (SMM) is connected with the continuous growth of their popularity. The behavioral category construction of the users of social networks in the target audience exposure is necessary for the development of the content strategy, adapted for their media behavior. The study makes and explores some attractive for advertisers hypotheses that have a significant influence on the formation of the SMM content strategy. The results of the pilot study show that in the representation of the three groups of users (generators of content, discussants and passive observers) there is no dependency on the product category, but clearly visible is Pareto rule «20 to 80». Consequently, the content strategy for the promotion of the various categories of goods and services should include actions, adapted to media behavior of each group. Product category affects only the basic elements of the content strategy (the main themes, the frequency, the stylistics and the time of publication, the promo posts and the neutral posts ratio).

Keywords: promotion in social networks; types of social network users; behavioral categories of users; types of media behavior; typology of users; content strategy.

Employer Brand Group Policy on Graduate-Recruitment Market in Social Network “VKontakte”

Molodina Elena Georgievna, Second year graduate student Faculty of Economics Moscow State University; Leninskiye Gory 1-46, Moscow, 119991, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article reveals the current state of development of employer branding in the social network «VKontakte» in Russia. The object of this research is the policy of promoting HR-brand group. On the basis of the author’s methodology and statistical analysis we can talk about the insufficient development of employer branding in the social network «VKontakte» in Russia, also three main group policies to promote employer brand were defined, as well as the most effective group policy was identified. The results can be used in practice to improve the efficiency of building employer brand, and, consequently, to get the company’s competitive advantage represented by the best employees of the labor market.

Keywords: employer brand, HR-brand, promotion policy, social networking for business, Generation Y.

Family as a Consumer: the Influence of Spouses to the Decision-Making when Purchasing Various Goods and Services

Tsoi Marina Evgenievna, Candidate of Science (Economics), Head of Hospitality Department, Novosibirsk State Technical University (NSTU); Karl Marx Prospect 20, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievich, Candidate of Science (Engineering), Associate Prof. of Market Theory Department (NSTU); Karl Marx Prospect 20, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purchase decision-making process from the point of view of husband’s and wife’s influence has been considered. On the basis of market research the differences in the decision-making process of each spouse were found. The segmentation of families as consumers was conducted using cluster analysis. The structure of detached segments with respect to ten different categories of goods and services has been analyzed.

Keywords: consumer behavior; family; purchase decision-making process; customer profile; cluster analysis.

Satisfaction and Loyalty: which is Enough for the Company on the Local Market?

Bondarenko Victoria Andreevna, doctor of Economics, associate Professor of Marketing and advertising department of the Rostov state economic University (RINKH); B. Sadovaya, 69, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Molod Anna Sergeevna, student of the Rostov state economic University (RINH), specialty «marketing»; B. Sadovaya, 69, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article takes questions of the customer satisfaction and loyalty correlation on the basis of rational and emotional motives. The authors present marketing research of satisfaction with the food store service in a small town. The conclusion is made about the sufficiency of achieving and maintaining the satisfaction of the majority of consumers for the organization, operating on the local market and offering a standard product. In this case loyalty on an emotional basis is unnecessary and difficult to reach, as individuals with such purchases of everyday products give preference to the rational motive.

Keywords: satisfaction; loyalty; rational loyalty; emotional loyalty; marketing research.