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Рр. 4 – 7
UDC 339.138
DOI: 10.24412/2071-3762-2024-10328-4-7
Digitalization and Consumer Choice: How Technology is Changing the Clothing Purchase Process
Noskova Elena Viktorovna,
Ph.D. in Economics, Associate Professor, Director of Management and Entrepreneurship Department, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Primorsky Territory, Vladivostok, Russia
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https://orcid.org/0000-0003-2997-0345
Tereshchuk Evgenia Sergeevna,
assistant of Management and Entrepreneurship Department, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Primorsky Territory, Vladivostok, Russia
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https://orcid.org/0009-0009-5896-8050
In the era of digitalization, consumers interact with products and brands in new ways. Selling apparel has become an industry where technological influence is most visible at every stage of the buying decision. This study aims to measure the impact of digital technologies on consumers’ buying process. Within this research, the authors proposed a research construct and conducted an empirical study involving youth aged 19 to 24, with a sample size of 384 individuals. The results of the study identified the digital technologies that influence consumer choice. These findings are valuable for companies in developing strategies to enhance brand appeal in the clothing market.
Keywords: digitalization; clothing market; consumer; marketing technologies.
Рр. 8 – 12
UDC 338
DOI: 10.24412/2071-3762-2024-10328-8-12
Marketing Research on the Feasibility of Bringing a Healthy Eating App to Market
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Deputy Dean of the Faculty of Economics for Research, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba, 6 Miklukho-Maklaya St., Moscow, Russia; Professor of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazanskiy av., Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Dadayan Narine Arkadyevna,
PhD in Economics, Associate Professor at Marketing and Advertising Department, Rostov State University of Economics (RINH);69 B. Sadovaya St., Rostov-on-Don, Russia
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https://orcid.org/0000-0001-8218-0903
The article explores the feasibility of bringing to the market a digital product – an application for healthy eating, complementing the existing service on the market and differing from competing analogs. An online survey of consumers was conducted, which revealed the demand for such a solution, as well as allowed to identify the most significant factors in the choice of food products and requests for such an application (possession of certain functions). It was clarified that within the general trends of active use of digital products and the request for personalization of service, the obvious target audience is young people, but there is potential to expand the target audience. The conclusions of the study are based on a number of practical recommendations for the creation of such a service and can become the basis for building a communication strategy to popularize healthy eating and expand the target audience involved in this trend.
Keywords: marketing research; trends; consumers; preferences; healthy eating; application; digital marketing.
Рр. 13 – 18
UDC 339.138
DOI: 10.24412/2071-3762-2024-10328-13-18
Digital Customer Loyalty in Brand Interaction: Evaluation Methodology and Growth Prospects
Germanchuk Alla Nikolaevna,
Doctor of Economics, Associate Professor, Professor of Marketing Management Department, Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky; 31, Shchorsa St., Donetsk People`s Republic, Donetsk, Russia
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https://orcid.org/0000-0002-2510-7838
Korshunova Elena Anatolievna,
Senior Lecturer, Department of Marketing Management, Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsk; 31, Shchorsa St., Donetsk People`s Republic, Donetsk, Russia
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https://orcid.org/0000-0002-5039-7726
The article is devoted to the study of digital loyalty of consumers in the process of buying goods in an online store. The paper uses research tools based on the survey of online store customers in the context of digital loyalty factors, systematized into three groups (customer satisfaction, customer trust and website usability), which allowed us to calculate the integral indicators of digital loyalty of the surveyed enterprises, as well as the loyalty indicator NPS, which determines the degree of consumer commitment to the brand. The method of multiple linear regression analysis was applied to the survey data, which allowed to form a model of digital customer loyalty, as well as to determine the most significant factors of digital loyalty, indicating the priority of marketing actions in the development of strategies to increase customer loyalty in the future.
Keywords: loyalty; Internet environment; digital loyalty; satisfaction; trust; web-site; brand; marketing strategy.
Рр. 19 – 24
UDC 728.1; 339.138
DOI: 10.24412/2071-3762-2024-10328-19-24
Implementation of Digital Marketing Tools as a Factor in Transforming the Elements of the Marketing Mix Concept in the Housing Construction Sector
Vertakova Yulia Vladimirovna,
Doctor of Economics, Professor; Professor at the Marketing Department, Russian State University for the Humanities; 6 Miusskaya Sq., Moscow, Russia
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https://orcid.org/0000-0002-1685-2625
Shulgina Yulia Valeryevna,
PhD in Economics, Team Leader, IT.Philosophy LLC; 30 Izmaylovsky Val, Moscow, Russia
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https://orcid.org/0000-0003-2208-3698
Shulgin Konstantin Valentinovich,
marketer, Specialized Developer «Red Square house-1» LLC; 70 Gorkogo St., Kursk, Russia
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https://orcid.org/0009-0001-4809-6596
Digitalization of marketing requires from organizations a systematic approach to the introduction of new tools. Despite the profound transformation, the classical approach to the allocation of elements of the marketing mix remains relevant – it can be used as a basis for building a digital strategy. The article considers the peculiarities of the introduction of digital marketing tools in the context of the components of the 4P marketing mix in the sphere of housing construction, and shows the role of their use by developers.
Keywords: housing construction; primary real estate market; marketing mix; marketing complex; digital marketing tools.
Рр. 24 – 27
UDC 339.138
DOI: 10.24412/2071-3762-2024-10328-25-27
Consumer Experience in the Context of the Implementation of the Concept of Experiential Marketing
Degtyareva Yana Vladimirovna,
PhD in Economics, Associate Professor, Head of the Department of Service and Hotel Business, Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky; 31 Shchorsa St., Donetsk People`s Republic, Donetsk, Russia
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https://orcid.org/0000-0002-6353-4910
The article is devoted to the study of consumer experience in the context of realizing the concept of experiential marketing. Based on the results of the conducted retrospective and content analysis, the differences in definitions regarding consumer experience are determined, and the main parameters of experience formation at each stage of the customer journey when making a purchase decision are highlighted. In the process of the study, it is established that the customer experience has a significant impact at each stage of the conversion journey in the process of interaction with the brand. With this in mind, it is determined that experiential brand interaction is manifested in shaping the consumer’s experience at all stages of the conversion journey, changing status from consumer to buyer, customer and user. The application of experiential marketing within an integrated approach conditions positive brand interaction experiences considering key characteristics such as awareness, usefulness, convenience and emotional response. As a result, the experiential experience of consumer contact and interaction with the brand includes: consumer experience, customer experience, customer experience, and user experience.
Keywords: consumer experience; experiential marketing; empirical experience; consumer experience; purchasing experience; customer and user experience.
Рр. 28 – 32
UDC 339.138
DOI: 10.24412/2071-3762-2024-10328-28-32
Development of Methodological Approaches to Assessing the Effectiveness of the Marketing Strategy of Russian Regions
Kolesov Roman Vladimirovich,
PhD in Economics, Associate Professor, Deputy Director for Educational and Methodological Work, Financial University under the Government of the Russian Federation; Yaroslavl Branch, 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0000-0001-7337-3578
Babajanyan Gaik Arturovich,
Senior Lecturer, Department of Economics and Finance, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a, Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0007-9985-7707
Nevidina Veronika Sergeevna,
student, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0001-3327-5479
The article is devoted to the study and development of methodological approaches to assess the effectiveness of marketing strategy in the regions of the Russian Federation. The article was prepared only on the basis of open sources. The statistical data found in the course of qualitative search research formed the basis for the development of indicators for assessing the effectiveness of marketing policy of the subject of the Russian Federation. As a result, a table was formed, which includes a system for translating the results of qualitative and quantitative assessment into a point system of measurement. This makes it possible to carry out a rating assessment of regions by the level of marketing strategy effectiveness and formulate specific recommendations in order to improve the order of their realization.
Keywords: region; marketing; strategy; development; methodology; evaluation; rating; assessment; indicator; efficiency.
Рр. 33 – 37
UDC 339.13
DOI: 10.24412/2071-3762-2024-10328-33-37
Research on the Customer Orientation of Companies in the Medical Industry Sector
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Senior Lecturer, Department of Public Health, Public Health and Hygiene, Medical Institute «Peoples’ Friendship University of Russia», Associate Professor, Department of Marketing, Financial University under the Government of the Russian Federation, 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
Samonkina Margarita Evgenievna,
Master’s student, Department of Public Health, Public Health and Hygiene, Medical Institute «Peoples’ Friendship University of Russia»; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0009-0008-7415-1094
The article deals with the issues of customer focus of companies in the market of medical devices. It presents the results of a comprehensive empirical study using the MARKOR methodology of the state of customer focus of companies on the Russian market. It is shown that the companies of the medical devices market are sufficiently customer-oriented. According to the results of the regression analysis it was revealed that the greatest influence on customer focus is the response of the organization, much less – cross-functional distribution of information, and the least influence – the market model. The results of the study can be used in the planning of sales and distribution of medical devices in order to increase the competitiveness of the enterprise within the framework of import substitution policy.
Keywords: customer focus; medical industry; medical devices; marketing; strategy; competition; import substitution.
Рр. 38 – 41
UDC 658.8:004.738.5
DOI: 10.24412/2071-3762-2024-10328-38-41
The Role of Organic Promotion in the Successful Business Development on Shopify
Talalaeva Ekaterina Andreevna,
entrepreneur in the field of online e-commerce training; 65 Sovetskaya St., Shchekino, Russia, Tula region
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https://orcid.org/0009-0005-2893-2082
The article will consider the role of organic promotion in business development on the Shopify platform. The main focus is on how organic promotion helps to attract high-quality traffic without the need for paid advertising. The key methods and tools highlighted in the article include the use of SEO to improve site visibility in search engines and the development of content marketing strategies. In addition, the пarticle emphasizes the importance of an active presence on social networks as a means of interacting with customers. The long-term benefits of organic traffic include strengthening the brand, increasing customer loyalty and cost-effectiveness compared to paid advertising. However, organic methods require significant time and resource investments to achieve maximum efficiency.
Keywords: organic promotion; Shopify; SEO; content marketing; traffic; conversion; social networks.
Стр. 41 – 44
UDC 658.8:658.152.3
DOI: 10.24412/2071-3762-2024-10328-42-44
Marketing Strategies for Leasing Companies: Performance Analysis
Tcigipalo Oksana Petrovna,
Commercial Director, Limited Liability Company Leasing Technology; 11, Tchaikovsky St., Ekaterinburg, Russia
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https://orcid.org/0009-0005-1034-8734
The article discusses key strategic directions: globalization, diversification, segmentation, cooperation, as well as strategies of price leadership, differentiation and concentration. The effectiveness of each strategy is analyzed based on market research and marketing data. Special attention is paid to the interaction of marketing and business strategies and their impact on the sustainability and growth of companies in a highly competitive environment. The results show that the integration of a comprehensive marketing approach with a focus on innovation and customer focus contributes to the efficiency of leasing companies.
Keywords: marketing strategies; leasing; leasing companies; marketing.
Рр. 45 – 48
UDC 004.89
DOI: 10.24412/2071-3762-2024-10328-45-48
«Smart Сity»: an Overview of Mechanisms and Tools
Shevchenko Dmitry Anatolievich,
Doctor of Economics, Professor, Head of the Department of Communication Management and Relationship Management of the Russian State Social University, Honorary Member of the Guild of Marketers, Expert of the Chamber of Commerce and Industry of the Russian Federation on marketing research, Member of the Union of Journalists of Russia; 4, Wilhelm Pika St., Moscow, Russia
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https://orcid.org/0000-0001-9236-2137
Cities have always been enduring symbols of human civilization and progress. Today, we are witnessing a technological revolution fueled by the rapid development of information and communications technology (ICT). This transformation has significantly improved data analytics capabilities through the integration of the Internet of Things (IoT), artificial intelligence (AI), cloud computing and other cutting-edge innovations. The realization of the Smart City concept critically depends on the readiness of its adoption by local government, large, medium and small businesses, marketing communications professionals and citizens.
Keywords: smart city; smart home; IoT; artificial intelligence; territorial marketing.