scholarly journals Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

2021 ◽  
pp. 98
Author(s):  
Anna Rosokhata ◽  
Nataliia Letunovska ◽  
Viktoriia Makerska ◽  
Viacheslav Kropyva
Keyword(s):  
Consumer Behavior ◽  
Stages Of Change ◽  
Marketing Research ◽  
Digital Environment ◽  
Global Trends ◽  
Search Queries ◽  
Quantitative Marketing ◽  
Analysis And Synthesis ◽  
Health Products ◽  
Theoretical Generalization

Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites. Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.

scholarly journals Social networks usage implications at the level of medical services consumption in Romania

2017 ◽  
Vol 6 (1) ◽  
pp. 55
Author(s):  
Daniel Adrian Gardan ◽  
Mihai Andronie ◽  
Iuliana Petronela Gardan ◽  
Cristian Uta
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Healthcare Services ◽  
Public And Private ◽  
Quantitative Marketing ◽  
Medical Institutions ◽  
Key Issues ◽  
Key Variables ◽  
Scientific Endeavor

The social networks usage degree increase is evident in recent years, this having implications for the consumption of the most types of products and services. A very special field of research is presented by the consumption of healthcare services, who, both in terms of consumption motivations, decisional buying process or consumer behavior is having peculiarities and specific traits. In this context, the present article aims to investigate the role that social networks use can have regarding changes within the consumer behavior in case of healthcare services consumption. In order to achieve the scientific endeavor, authors have conducted a quantitative marketing research as a field survey, using a questionnaire administered online to patients from different medical institutions, both from the public and private sector.The research results reveal key issues from the perspective of emotional involvement within consumption for the patients and the influence of key variables such as level of education, personality and lifestyle within social networks usage context.

scholarly journals CONSUMER BEHAVIOR RESEARCH OF ORGANIC FOOD MARKET IN UKRAINE

2021 ◽  
Vol 5 (2) ◽  
pp. 72-83
Author(s):  
O. Karpii ◽  
◽  
N. Struk ◽  
Keyword(s):  
Consumer Behavior ◽  
Healthy Lifestyle ◽  
Organic Food ◽  
Marketing Research ◽  
The State ◽  
Global Trends ◽  
Key Characteristics ◽  
Organic Products ◽  
Products Analysis ◽  
Food Market

Purpose. The goal of the research is to characterize the profile and study the behavior of consumers on the market of organic products based on the results of marketing research. It is important to identify marketing tools that will stimulate demand for organic products. Design/methodology/approach. Achieving these goals will contribute to the use of general and special research methods, such as: abstract-logical, analysis and synthesis, comparative analysis and monograph, generalization - to formulate the theoretical and methodological foundations of the study, conclusions and prospects for further research; sample observation with the use of specially designed questionnaires - to form a sample of research and identify key characteristics and motives of consumer behavior in the market of organic products; analysis of time series, averages and relative values - to analyze the state and dynamics of the market of organic products; tabular and graphical - to visualize the results of the study. Findings. As a result of the study, the differences between the concepts of "environmentally eco products", "environmentally friendly products" and "organic products" were established, and the use of the latter term was substantiated. An analysis of the state and dynamics of the market of organic products was conducted to assess the prospects for its development and regulation. Problems of its formation in Ukraine are revealed, a group of marketing threats is singled out. The key characteristics of the consumer of organic products are studied and generalized portrait is given. According to the results of sample observation, the key motives for the behavior of existing and potential consumers of organic food market were identified. Marketing tools are offered to solve current problems of formation of the organic food market and to stimulate consumer demand. Practical implications. The market for organic products is actively developing around the world. Consumers are interested in a healthy lifestyle, care about their health and the environment, so choose food wisely. Therefore, organic products are interesting to consumers, who prefer expensive products if they are confident in its quality. Due to this, the market of organic products is being formed in Ukraine. Therefore, clarifying such issues as determining the theoretical basis, studying the prospects of the organic market, the portrait of the consumer and the motives of the behavior will help to intensify this process. Originality/value. Considering the global trends and possibilities of organic food market in Ukraine, the results of marketing research on the behavior of existing and potential consumers are very important and relevant to intensify this process. The expediency of application of the term "organic products" for formation theoretical and methodological preconditions of formation the organic food market in Ukraine is substantiated in the work; identified prospects and key threats to its development, and suggested directions to eliminate them; the portrait of the consumer of organic products is characterized and motives of its behavior are defined, offers concerning stimulation of this kind of demand are given.

Methodical Approach to Identifying Buying Motives within Various Sales Channels Based on Behavioral Segmentation

2020 ◽  
Vol 10 (2) ◽  
pp. 515
Author(s):  
Yelena Yuryevna DEPUTATOVA ◽  
Tatyana Ivanovna URYASEVA ◽  
Vyacheslav Petrovich CHEGLOV ◽  
Julia Gennadievna LEONOVA ◽  
Vladimir Anatolyevich BASKAKOV
Keyword(s):  
Consumer Behavior ◽  
Marketing Research ◽  
Customer Segmentation ◽  
Customer Perception ◽  
Sales Channels ◽  
Online Sales ◽  
Access Price ◽  
Quantitative Marketing ◽  
Methodical Approach ◽  
Key Indicators

The methods for identifying differences in the buying motives in online and offline trade are developed based on a theoretical analysis of approaches to the customer segmentation and their dependence on its purpose. The purpose of the study is to identify differences in the buying motives in online and offline trade and to substantiate the feasibility of conducting behavioral segmentation in order to identify such differences. The empirical research results are based on the quantitative marketing research (polls). The buying motives in offline and online sales channels were studied in several stages. The key advantages of offline and online sales channels were identified in terms of customer perception at the first stage. The following advantages were identified in offline and online trade: high quality guaranteed by the seller for buyers with high incomes; accessibility as the speed and convenience of access, price acceptability for buyers with average and below average incomes; and the breadth, depth, and updateability of the product range for all groups. The buying motives in offline and online trade were identified as factors that encouraged buying at the second stage. The polls have shown that key motives for customers to opt for offline sales channels are related to the perception of the aggregate properties of products that exceed the properties of similar products in online sales channels. The main reasons for buying through online sales channels are the following key indicators that determine the quality of the buying service: convenience and speed of purchasing, speed of delivery, and convenient time to receive an order. This study allowed to develop a model for studying the consumer behavior in order to identify the key rational and emotional motives of buying through online and offline sales channels. The information component of this model was based on the marketing research involving the sequential implementation of the following stages: studying the market trends in order to identify changes in the motives of consumer behavior; selecting segmentation criteria and carrying out marketing research; identifying the key benefits of offline and online sales channels in terms of customer perception; identifying and grouping the key motives that guided customers when choosing a channel for buying; identifying the causes of changes in the rational and emotional motives of consumer behavior; and developing and implementing the marketing communications programs that implied an impact on the emotional and rational motives.

scholarly journals Methods of marketing investigations in the system of environmental marketing

2019 ◽  
pp. 95-101
Author(s):  
Vladislav Lazarenko
Keyword(s):  
Consumer Behavior ◽  
Marketing Research ◽  
Primary Data ◽  
Special Importance ◽  
Managerial Decisions ◽  
Analysis And Synthesis ◽  
Definition Of ◽  
Effective Use ◽  
Goals And Objectives

Introduction. The effective use and analysis of market information about the market, its market conditions, consumer behavior becomes of special importance in the process of development of ecological marketing as a fundamental and applied discipline. And it is precisely on the quality of the results of marketing research that will depend on further strategy and competitiveness of the enterprise. That is why the question of marketing research and the methods of their conduct is relevant. Methods. Such methods as analysis and synthesis, comparison, formalization are used when writing the article. Results. Taking into account the definition of various scientists, as well as the fact that in our opinion, ecological marketing and marketing as a whole is part of the management process, marketing research should be regarded as “the process of systematic collection and analysis of data necessary to make managerial decisions to achieve the goals and objectives of the enterprise”. Discussion. Further research will focus on identifying the most effective and optimal market research methods, collecting primary data, assessing consumer behavior and optimizing business development strategies. Keywords: methodology, marketing research, ecological marketing, agrarian sector.

scholarly journals Strategic company management in the digital business environment

2018 ◽  
Vol 26 (3-4) ◽  
pp. 82-91
Author(s):  
Mykola Gennadiyovych Nikolaev
Keyword(s):  
Strategic Management ◽  
Industrial Revolution ◽  
Design Method ◽  
Business Environment ◽  
Future Research ◽  
Digital Environment ◽  
Doing Business ◽  
Analysis And Synthesis ◽  
Modern Business ◽  
The Impact

Purpose – to analyze strategic company management in the digital business environment. Design/Method/Approach. General scientific methods are applied: systematization, comparison, generalization, analysis, and synthesis. Findings. The essence of strategic management and its significance to a company has been analyzed. The relationship between strategic company management and digital business environment has been elucidated. Basic trends for doing business in the digital environment have been defined. Theoretical implications. Theoretical significance of the research is in the advancement of opinion on the strategic company management in digital business environment. Practical implications. The practical value of the research is in the possibility of applying the results obtained by both international and domestic companies for strategic management in the digital business environment that emerged as a result of the Fourth industrial revolution. Originality/Value. The main trends of modern business in the digital environment have been identified. The choice of strategies of multinational companies has been identified, as well as the areas of their application in digital business environment. Research limitations/Future research. The prospects for further research are to study the strategic management of international companies and analyze the impact of digital business environment on their development. Paper type – theoretical.

scholarly journals Actual problems in food supplying to the world's population

Ekonomika APK ◽  
2020 ◽  
Vol 308 (6) ◽  
pp. 91-97
Author(s):  
Bohdan Dukhnytskyi
Keyword(s):  
Agricultural Sector ◽  
Practical Significance ◽  
Global Food Security ◽  
The World ◽  
Analysis And Synthesis ◽  
Sufficient Food Supply ◽  
Food Shortages ◽  
Theoretical Generalization ◽  
Business Structures ◽  
Global Food

The purpose of the article is to investigate the problem of food shortages for a significant number of the population worldwide, taking into account the history of the problem, its causes, consequences, statistics and prospects for solving in accordance with existing trends. Research methods. Methods used: theoretical generalization - for characterizing international organizations and program goals that work to combat hunger, analysis and synthesis - for consideration the dynamics number of starving people on the planet and identify regions and countries with largest expanding such problem, comparative evaluation - for comparing absolute and relative statistical indicators in various aspects of the problem, historical - for structuring over time the measures taken to ensure sufficient food supply and their actual results, graphic - for better visualization the comparative statistics. Research results. Information on the responsible institutions that settle food shortages around the world is provided, key issues that need attention in the context of food insecurity are described, quantitative indicators of the global food problem are considered, the uneven nature of its distribution is highlighted, given list of the factors that deepen social and economic problems for the population, a clear link between poverty and chronic malnutrition is determined, critical remarks about the reality of prospect to overcome hunger according to the planned schedule are formed. Scientific novelty. An assessment of development the situation with the number of starving people in the world in the coming decades is made, taking into account an expected demographic changes and potential resources of agricultural production as a key sector in this problem. Practical significance. The provisions of the article are aimed at underlining weaknesses in the global food security system, detailing them and presenting to domestic authorities and business structures in order to find a balance between expanding export potential, participating in international initiatives and maintaining economical-effective agricultural sector. Figs.: 1. Refs.: 17.

scholarly journals Investment marketing strategy for diversified enterprises

2019 ◽  
pp. 146-152
Author(s):  
Oleksandr Kalinin
Keyword(s):  
Business Models ◽  
Growth Strategy ◽  
Entrepreneurial Activity ◽  
Global Trends ◽  
Scientific Methods ◽  
Goods And Services ◽  
Analysis And Synthesis ◽  
General Scientific ◽  
And Control ◽  
The Impact

Introduction The amount of capital that individual, corporate and institutional investors are willing to invest in certain assets is increasing every year. This leads to a revitalization of entrepreneurial activity and growth of the economy as a whole. It is also very active in creating certain disparities in the distribution of investment flows at the cross-sectoral level. There are industries that perceive investors more positively, and other industries perceive less positively. Among these industries, and even more types of businesses, are diversified companies or conglomerates that are perceived by investors as a chaotic set of assets that management is unable to manage effectively. Purpose The purpose of this article is to study the global trends in managing strategies for competitive advantage in the capital market by diversified enterprises. The purpose of the article is to study the theoretical aspects of management and planning the choice of growth strategy for diversified enterprises; to analyze the systems of strategic management of investment marketing for diversified companies; develop solutions to improve the marketing management system for various companies in the context of attracting investment. Method (methodology) In the course of the research, the following general scientific methods are used: analysis and synthesis, grouping and systematization of revealing the essence of investment marketing, its structure, principles of its formation, development of the concept of diagnostics of efficiency of investor attraction systems and control of this process; induction and deduction - to summarize the theoretical aspects of the peculiarities of the formation of the structure of investment marketing; statistical and economic - to evaluate the investment attractiveness of a diversified enterprise. Results It was suggested to the conglomerate companies to distance their company brand from its subsidiaries as much as possible so that there was no problem in identifying the main focus of the conglomerate's business activity. For the analysis of companies that should be considered for placement of their own and borrowed funds by conglomerates and to demonstrate this investment policy, investors can distinguish the following areas of analysis of potential companies: whether the leadership of a company in a particular segment can lead to the possibility of controlling the pricing of goods or / or company services; whether it is possible to create a competitive business through the attraction of additional investment opportunities. Thus, solving the problem of finances, and more precisely the ability to run a business for a certain time, can bring to positive indicators of profit and return on invested capital; the impact on the aggregate industry reserve of profits, which makes it possible to receive more profit from the industry of related fields from consumers than competitors can, thus ensuring long-term competitiveness. Also regarding the display of client base of goods and services that we can distinguish for investors is: demonstrating the presence of privileged clients; the existence of diversified profit strategies; availability of special copy - protected goods and business models; the presence of unique and difficult to copy distribution and communication channels; the presence of barriers to competitors (patents. Brand, licensing, large investments in market entry, etc.).

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

2021 ◽  
pp. 1578-1597
Author(s):  
Syed Habeeb ◽  
K. Francis Sudhakar
Keyword(s):  
Systematic Review ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Marketing Research ◽  
Journal Articles ◽  
Exclusion Criteria ◽  
Repurchase Intentions ◽  
Online Consumer Behavior ◽  
Research Areas ◽  
Online Consumer

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

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