Pp. 3-10

UDC 330.163.1
DOI: 10.24412/2071-3762-2023-9315-3-10

In the present conditions, it is important for every organization conducting business activities to be able to identify the specificity of the behavior of consumers in order to fully meet their needs in time and maintain competitive advantages in constantly changing markets. The purpose of the article is to identify socio-cultural and psychological factors that can influence the formation of consumer demand. In the context of generational theory, these factors can be very different, so it is important to track them and take them into account when developing marketing strategies. The analysis of these factors should be carried out qualitatively, on a regular basis and with high accuracy of study, as it helps the business to better understand its target audience with its preferences and predict market trends. In the course of the work, a comparison of the characteristics that determine the market behavior of different generations of consumers was made, and the modern generation was described, whose representatives were proposed to be called «Innovators». The comparative characteristics of the factors influencing the consumer behavior of people of different generations obtained in the course of the study can become the basis for planning marketing activities by business entities. The article is based on the results of research carried out at the expense of budgetary funds under the state assignment of the Financial University in 2023.

Keywords: socio-cultural factors; psychological factors; consumer behavior; consumption; generational theory in marketing.

Pp. 11-23

UDC 338.2
DOI: 10.24412/2071-3762-2023-9315-11-23

Thoughtful planning in information promotion of goods and services can significantly increase the effectiveness of activities. The target audience is not homogeneous and covers different segments. Competent planning involves dividing the target audience into segments in order to develop different promotion activities for each segment (different channels, forms, content and the main idea of messages), all the above determines the relevance of the research theme. The article proposes a methodical approach to segmenting the product target audience for planning promotional activities, which includes the research process, the questionnaire structure and the processing technology of the survey results in the statistical package SPSS, the verification of which is carried out on the example of three field quantitative research in the form of an online survey. The results of the study are of undoubted practical interest in planning promotion for enterprises of different activity spheres.

Keywords: promotion; digital marketing; market segmentation; a priori segmentation; a posteriori segmentation; statistical analysis methods; correlation analysis; factor analysis; Chi-square independence criterion.

Pp. 24-31

UDC 378.4
DOI: 10.24412/2071-3762-2023-9315-24-31

Rybalko Maria Alexandrovna,Ph.D. in Economics, Associate Professor, Associate Professor at the Marketing Department, Lomonosov Moscow State University; 1 Leninskiye Gory, Moscow, Russia, 119991 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kaznina Olga Viktorovna, PhD in Economics, Senior Lecturer at the Department of Management, Marketing and Foreign Economic Activities named after Gerchikova I. N., MGIMO Foreign Affairs Ministry of the Russian Federation, 76 Vernadsky Avenue, Moscow, Russia, 119454 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rozdolskaya Irina Vladimirovna, Doctor of Economics, Professor, Head of Marketing and Management Department, Belgorod University of Cooperation, Economy and Law; 116A Sadovaya St., Belgorod, Russia, 308023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bilinsky Andrey Romanovich, postgraduate student at Marketing Department, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukov St., Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

As a result, the variants of building a creative promotion concept at the stage of forming awareness and the stage of fixing a favorable attitude to the product (as illustrated by Z-shaped toothpicks) are developed. The key principles of the creative promotion concept are identified taking into account the marketing specifics of the product and the features of the proposed segmentation of consumer groups. The proposed toolkit is universal and can be extended to any B2C market product categories. The future research directions are the definition of the audit scheme for creative strategy of product promotion in the B2B market, further systematization and development of effective promotion techniques at different stages of the customer path.

Keywords: product promotion; creative promotion concept; creative advertising strategy; communication goals of promotion; competitive struggle, differentiation strategy.

Pp. 48-53

UDC 339.138
DOI: 10.24412/2071-3762-2023-9315-48-53

This article explores effective strategies and analyzes practical approaches to developing a personal brand and attracting customers using online platforms and social media. The article highlights the key aspects of defining the uniqueness of a personal brand, creating quality content, maintaining an active presence in social media, authenticity and analyzing results. Based on a review of current research and experience, the article provides practical recommendations and strategic approaches for sole proprietors and professionals seeking to effectively develop their personal brand and successfully attract customers through online platforms and social media.

Keywords: personal brand; online platforms; social networks; customers; digital world; development; content marketing; audience; successful attraction; development strategies; values; unique qualities; optimization; online communities; presence; formation.

Pp. 54-56

UDC 339.138
DOI: 10.24412/2071-3762-2023-9315-54-56

Grechkin Evgeny Ivanovich, Student at Economics and Social-Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/94 Lenin St., Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0000-6444-0396 More and more often people begin to notice unusual weight or volume of goods on store shelves, but most people do not attach much importance to it, this is actually what the manufacturer wants. The article deals with such relatively new techniques in trade as shrinkflation and downsizing, with the help of which producers and traders try to make the price rise unobvious for the consumer and, thus, to delay the inevitable fall in consumer demand. The article considers the essence of these definitions, peculiarities of these phenomena influence on consumer choice and possible measures to combat such not entirely ethical practices on the part of regulatory authorities.

Keywords: shrinkflation; downsizing; hidden inflation; marketing; consumer behavior; consumer protection.