Measuring the Influence of Positioning on the Consumers Loyalty to Food Enterprises

Noskova Elena Viktorovna, Candidat of Economic Sciences, associate professor of the chair of Marketing, Commerce and Logistics Department of School of Economics and Management, Far Eastern Federal University; Suhanova Street 8, 690950, Vladivostok, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The new challenges of digital transformation of the economic structure of society are forcing researchers to take a fresh look at measuring consumer behavior. The questions of measuring loyalty based on cognitive, affective, and conative factors of positioning catering enterprises occupy an important place in the study of consumer behavior. The purpose of this study is to quantitatively measure the impact of the positioning of public catering enterprises on consumer loyalty. A construct is proposed that links the marketing mix (7P), effects perception factors (conative, cognitive and affective) and the AIDAS loyalty funnel (attention – interest – desire – action – satisfaction). This study suggests marketing activities at different levels of customer loyalty that will prevent customer loss. The methodology was tested on the basis of a survey of consumers of public catering enterprises (the sample size was 243 respondents). The most significant result of this study is the possibility of designing a set of measures for the positioning of public catering enterprises in the context of different segments of loyalty, which ultimately contributes to an increase in the conversion and cost of the material resources of the enterprise.

Keywords: positioning; funnel of loyalty; catering; AIDAS model; consumers.

Priorities of Consumer Choice in the Catering Market

Golubeva Maria Aleksandrovna, Ph.D., associate professor of the Department of Management and Marketing, Institute of Management, Economics and Finance, Kostroma State University; 1st May Street 14, 156961, Kostroma, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Karpakova Tatyana Igorevna, Graduate student of the Department of Management and Marketing, Institute of Management, Economics and Finance, Kostroma State University; 1st May Street 14, 156961, Kostroma, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The socio-economic conditions for the functioning of public catering enterprises adapt issues related to marketing activities in the rapidly changing needs of the target audience. The article presents the main results of the market review in the public catering market, identifies trends that influence the update perspective. The growing consumer demand both in Russia as a whole and the regional component is typical for fast-food enterprises. On the basis of the toolkit presented by the authors using the “importance-performance” method, the provision is substantiated that planning measures to create demand and stimulate sales in the market involve a comprehensive analysis of the factors that define consumer choice. In the fast-food segment, the main factors are: an acceptable price level, the compliance of dishes with taste preferences, the quality and speed of meeting needs. The rationale of the main and secondary factors of consumer choice is accompanied by an assessment of the managerial impact of advertising promotion tools on the target audience. The study of consumer preferences of the target audience in relation to fast-food enterprises allows the authors to include Internet and television advertising, reviews of friends and acquaintances as the main tools. The generalization of information on the priorities of consumer choice obtained during the marketing research has a practical orientation towards maintaining a high level of service in the public catering, taking into account trends in the competitive environment.

Keywords: market review; catering market; quick service enterprises; consumer choice priorities; the target audience; «importance-performance» method; promotional tools.

The Relevance of Digital Marketing in the Modern Conditions of Development of the Construction Industry of the Republic of Sakha (Yakutia)

Stepanova Lidiya Mikhailovna, Candidate of Economics, Associate Professor of the Department Management of the Institute of Finances and Economics, North-Eastern Federal University; Belinskogo street 58, 677027, Yakutsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ivanova Mariia Ivanovna, 2st course student of the magistracy of the Department Management of the Institute of Finance and Economics, North-Eastern Federal University; Belinskogo street 58, 677027, Yakutsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents a research the construction industry condition in the Republic of Sakha (Yakutia). Reduction of construction of residential buildings since 2018 is established according to the Federal State Statistics Servic. The market is characterized as moderately concentrated (the Herfindahl-Hirschman index is 1556.19). The situation in the market is risky because of new marketing-oriented companies. Companies with experience in the market in the face of increased competition do not use active methods of promotion. They are insolvent in the field of digital marketing. The segments of the users of digital marketing channels are characterized as potentially beneficial for companies in the construction industry. It is important to note that the best social platforms and instant messengers by age have been identified. This potential is not used by companies. The combination of different techniques in the research process allowed to more fully formulate and link the main problems in the industry with an emphasis on the lack of financial resources, and the lack of digital marketers, the solution of which is seen in the development of a promotion strategy through the use of marketing tools.

Keywords: Republic of Sakha (Yakutia); digital marketing; market concentration; market power; age segment; social networks.

Marketing Analysis as an Instrument of Competitiveness Research in the Market of Motor Transport Services

Rayushkina Alevtina Anatolyevna, Candidate of Technical Sciences., Associate Professor, Department of Automobile Transportation, Volgograd State Technical University, Lenin Avenue 28, 400005, Volgograd, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Carrying out a marketing analysis of the market for motor transport services is due to the need for an operational assessment of the current situation in the market under study, as well as the company’s ability to respond flexibly to the changing conditions. The results of a marketing research of the market of goods or services in conjunction with a financial and economic assessment of the company, using analytical techniques and tools, are transformed into the development of a tariff policy, a strategy for promoting a product or service on the market, a strategy to increase its business image and reputation, etc. Many trucking organizations currently carry out exclusively transportation operations and practically do not care about providing the customer with an additional range of related services and after-sales services. Thus, conducting a marketing analysis becomes the first step in the development of a comprehensive competitive strategy for a trucking company and an effective tool in the competition for customers, which constantly increase the requirements for the quality and quantity of basic and related trucking services.

Keywords: market of motor transport services; motor company; marketing research; marketing analysis; competitiveness; methods of evaluation and analysis of marketing information.

Corporate Image Risks: Concept, Classification and Management Methods

Gusev Mikhail Konstantinovich, Postgraduate student of the Marketing department, Plekhanov Russian University of Economics; Stremyanny 36, 115093, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the development and description of the “corporate image risks» concept. The introduction of this concept into the theory and practice of image management will allow a comprehensive and targeted analysis of possible deviations between the actual and desired image of the company, as well as the development of measures to prevent the causes and eliminate the consequences of these deviations. As a tool for the effective implementation of the task, the author proposes a classification of image risks and possible methods of managing these risks, which are based on the best risk management practices in other areas of the company. Analysis of the risks of the organization’s image in accordance with the proposed approach will allow the company’s management to identify risks in a timely manner and manage their possible consequences, such as outflow of customers, deterioration of reputation, decrease in financial efficiency indicators, etc.

Keywords: corporate image; corporate image risk; corporate image risks’ classification; risk management methods; risk consequences.