DETERMINATION OF THE POTENTIAL CONSUMER PROFILE WHILE PLANNING THE ENTERPRISE PR-STRATEGY

Abstract

Objective. The objective of the article is to determine the main characteristics of the potential consumer's profile when planning the enterprise PR-strategy. Methods. The following are used: method of analysis (while studying the service consumers ' behavior by types of values), the method of synthesis (to identify the type of need met by carwash services and create a proprietary model of analysis of the axiologicalfield of the consumers buying services), the method of expert assessment (to identify the key values of the carwash services con­sumer when planning the enterprise PR-strategy in terms of using proprietary model of analysis of the consumers axiological field). Results. In the article, the value orientations of carwash services consumers are identified based on the application of M. Rokeach's, Shet Newman Gross's theories. The psychogenic needs of carwash services consumers are detailed based on H. Murray's theory. The type of need met by carwash services are identified. That is the secondary need of physiological origin (to be neat). It is characterized as positive, obvious and conscious. The proprietary model of analysis of the axiological field of the consumers buying carwash services are suggested. In terms of this model, it is established that the most important value groups for carwash services consum­ers are functional and social values. The first stage of the PR-strategy planning process of the enterprise, the carwash services seller on the market, are detailed. The profile of a potential market services consumer is identified. This potential consumer is a person whose key values are comfortable life, pleasure, neatness, family safety, public recognition, sense of achievement, am­bition, etc. The practical importance of the results obtained lies in the possibility of developing suggestions for further enterprise PR-strategy planning and developing the enterprise advertis­ing targeted at end users in terms of this strategy. It is recommended to develop suggestions for the developing of marketing communications initiatives designed to promote the services on the market, in further studies.