Theoretical Aspects and Empirical Study of Socially Responsible Consumption

Khmelkova Natalia Vladimirovna, PhD, Associate Professor, Head of the Department of Economics and Information, Liberal Arts University; 3, Geleznodorognikov str., Ekaterinburg (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kushnareva Alla Aleksandrovna, PhD student, Lecturer, Department of Economics and Information, Liberal Arts University; 3, Geleznodorognikov str., Ekaterinburg (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Perevozchikov Konstantin Igorevich, Fellow of the Faculty of Computer Technology, Liberal Arts University; 3, Geleznodorognikov str., Ekaterinburg (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Theoretical and empirical aspects of socially responsible consumer behavior as a phenomenon of the modern consumer society are revealed. The article focuses on the growing responsibility of consumers for global social and ecological problems. The need to accounting negative effects of consumer hedonism for the environment is substantiated. Existing theoretical ideas about the nature of «socially responsible consumption» are examined. The author’s understanding including along with the ecological, political and ethical aspects of consumer motives of patriotism is formulated. In the empirical part on the base of data from open sources in the context of cross-country the importance of the ethical factors in the consumer decisions is estimated. On the basis of author’s marketing research the conclusion of «ethical» preferences and practices of socially responsible behavior of Russian consumers is made. The willingness of Russians to ethical behavior and responsibility for the consequences of their consumer decisions are marked, countervailing factors are identified.

Keywords: social responsibility consumption; ethical consumption; moral economy; corporate social responsibility.

Marketing Research of Demand for Ecological Food in the Youth Environment: the Declaration, Reality, Prospects

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

Aim: to determine the interest of young people in an ecologically clean food products and willingness to buy them on a regular basis, which mediates the soundness of investments in the development of this business in the metropolis or the city of medium size.
Tasks:
- analytical review of marketing research, held in various Russian cities to identify opportunities for environmental food and willingness to pay for price premium;
- conducting your own market research to determine consumer awareness of the composition of the student environment about the benefits of consumption of organic food, the willingness to incur additional expenses for its use and correlation of consumer intentions with actual market behavior;
- formulation of a conclusion about the presence or absence of prospects for companies involved in offering consumers organic food.
Results: Describes the basic results of marketing researches the demand for organic food. The characteristic of the author’s marketing research in respect of interest and willingness to purchase organic food on a regular basis with representatives of the youth environment.
Conclusions. Interest in healthy lifestyle manifests itself in the developed societies, respectively, this trend is characteristic of Russia. Market research results show that it is possible to predict the expansion layer potential consumers of organic foods and, as a consequence, the growth of effective demand for these goods, despite the absence of clear market signals currently leads to the unfolding of business in this segment.

Keywords: organic food; the price premium; consumer intentions; marketing research.

Evaluation of Customers’ Loyalty Factors to Retailers Different Formats

Noskova Elena Viktorovna, Cand. Econ. Sci., associate professor of the chair of marketing, commerce and logistics Far Eastern Federal University, Vladivostok; 8, Suhanova Street, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanova Irina Matveevna, Doc. Econ.Sci., professor of the chair of marketing commerce and logistics Far Eastern Federal University, Vladivostok; 8, Suhanova Street, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In article it is noted that at the present stage an important strategic task for the enterprises of retail trade of various formats is formation of loyal consumers. In these conditions relevance of identification and an assessment of the factors influencing loyalty of consumers increases. The purpose of this study is to estimate factors affecting customer loyalty with an average level of income in the context of different formats of retail trade of food specialization in the cities with a population less than 1 million people. In the study a methodical approach to customer loyalty and factors it forming is developed. The basic factors of customer loyalty in the context of the marketing mix 7P are discovered. A quantitative assessment of the factors of customer loyalty based on the calculation of the index of satisfaction in the context of retail formats (hypermarket, supermarket, and shop near home) is given. The study may be of interest to market operators of retail services in the development of programs to improve customer loyalty to different retailers.

Keywords: loyalty; consumer behavior; methods; evaluation of loyalty; loyalty factors.

Marketing Research of the Competitive Advantages of Food Retailers in Small and Medium-Sized Cities (On The Example of Volgodonsk)

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

Kostoglodov Dmitry Dmitrievich, Doctor of Economics, Professor of the Department of Marketing and advertising, Dean of the faculty «trading business» Rostov state economic University (RINH); 69, Bolshaya Sadovaya, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Emelianenko Inna Sergeevna, Postgraduate student of the Department of Marketing and advertising, Rostov state economic University (RINH); 69, Bolshaya Sadovaya, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Aim: determine the competitive advantages of retailers in small and medium towns of Russia on the example of Volgodonsk.
Tasks:
- analytical review of the results of marketing research conducted previously by different researchers with similar search goals by definition aspects of the attractiveness of trade institutions in small and medium cities;
- conduct a copyright marketing research to identify customer preferences in the choice of commitment to making purchases or other trade; what is the core competitiveness of retail data structures in small and medium cities;
- formulation of the main elements of competitive advantage of retailers in small and medium city in the modern realities.
Results: Investigated the realities of consumer preferences for retail enterprises in small and medium city, analyses various elements of the «detuning» of trade organizations from competitors, marketing research, allowed to formulate the basic competitive advantages of the enterprise of retail trade in the province at the present stage.
Conclusions. Implementation of market research on a regular basis to identify possible benefits of an organization to develop market seems a necessity of the contemporary realities of management. Held in article marketing research combined with an analytical review of previously published results of other research works have allowed to formulate the basic elements of competitive advantage of retailers in small and medium city and contribute to reasonable correction of the formation of their trading policy.

Keywords: competitive advantage; retail; marketing research; small and medium-sized city.

Development Trends of Smartphone Market in Russia

Korchagova Larisa Alekseevna, Candidate of economic sciences, Associate Professor, Department of Marketing and Advertising, RSUH Institute of Economics, Management and Law; 6, Miusskaya sq, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gnetneva Yana Aleksandrovna, Marketing Specialist LG Electronics RUS; 4, 4th Lesnoy lane, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the features and development trends of the market of high-tech devices such as smartphones. The success of a particular smartphone model largely depends on how well the marketers launch the product in the market. The balance between the performance, price, quality and appearance is equally important. Such models of smartphones have a great opportunity not only to attract consumers, but also to improve the position of its manufacturers in the market. In order to preserve their competitiveness in the market the companies have to possess financial resources to develop technologies, search and encourage creative talents of people. That is why the price of a high-quality good can not be low. It has to provide a substantial income, that should be directed to research, development of modern and perfected devices, creation and promotion of new brands.

Keywords: innovations; smartphone, high technology devices market; product vision; development growth; development dynamics; competitiveness; promotion.

Marketing Decision for Industrial Service Portfolio Optimization Using Marketing Communication Matrix

Karyakin Evgeny Igorevich, Postgraduate student, Marketing Department, Plekhanov Russian University of Economics; Service Development Group Lead, LLC Siemens, 9, Bol. Tatarskaya str, Moscow, Russia, 115184 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Industrial service is an important business for industrial equipment producers. Marketing communications are significant in marketing systems of such companies. Author developed a marketing communication matrix aimed to structure and target industrial services sales approach. The originality of the matrix is a correspondence of particular service with responsibility level of a decision-making employees. Presented matrix can be also used to obtain a feedback about development of new services.
Industrial service portfolio can be optimized without significant financial investments. The author offers an algorithm to get marketing solutions of service portfolio optimization. The algorithm allows to research current service portfolio, forecast it’s development and offer future customers optimal set of services with high probability of success.

Keywords: marketing; service marketing; marketing-management; industrial service; industrial service marketing; marketing communication.