Upravlenets最新文献

Marketing research and brand management in the margarine market 人造奶油市场的营销研究和品牌管理

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-5

Larisa M. Kapustina, Natalya B. Izakova, Anastasya S. Mikolenko

{"title":"Marketing research and brand management in the margarine market","authors":"Larisa M. Kapustina, Natalya B. Izakova, Anastasya S. Mikolenko","doi":"10.29141/2218-5003-2024-15-3-5","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-5","url":null,"abstract":"Shifts in the Russian margarine market have produced changes in consumer behaviour patterns and caused a decline in sales of a number of brands. The study aims to reveal new trends in the fats and oils market and tests the hypotheses that end consumers tend to buy less margarine due to the rising popularity of a healthy lifestyle, the fast-growing demand for ready-made foods and baked goods, and customers’ high price sensitivity. The theories of brand management and marketing constitute the theoretical basis of the study. The research uses desk and field marketing research methods, survey, and statistical analysis. Calculations were carried out in statistical software SPSS and JASP. To assess brand management at the companies under review, we apply the brand loyalty index and the brand awareness indicator in Yandex Wordstat. The empirical evidence covers Nielsen panel data on retail audits in consumer goods markets for 2021–2023; data sourced from the QlickView analytical platform; OOO Profi Issledovania’s report based on the results of a field study of margarine brands in November 2023; and data from a survey conducted by the authors in November–December, 2023. The findings show that the share of margarines in total production volumes and solid fats sales is in decline. We confirmed the hypotheses that margarines consumption is decreasing due to a healthy lifestyle culture and the need to follow doctor’s recommendations. Price is found to be the key factor in choosing margarine brands.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"121 49","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141666204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Brand experience and consumer inspiration: The mediating role of openness to experience 品牌体验与消费者灵感：体验开放性的中介作用

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-3

S. Çavuşoğlu, K. Dağ

{"title":"Brand experience and consumer inspiration: The mediating role of openness to experience","authors":"S. Çavuşoğlu, K. Dağ","doi":"10.29141/2218-5003-2024-15-3-3","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-3","url":null,"abstract":"The introduction of new technologies provides consumers with additional shopping opportunities and allow them to test new products. The study was conducted to determine the effects of brand experience on customer inspiration and behavioral intention and to establish the mediating role of openness to experience. The theoretical framework of the study resides in the theory of marketing and cognitive appraisal theory. Convenience sampling method and structural equation modelling were used within the study. The population of the study consists of customers who order from the online takeaway portal yemeksepeti.com. The data were gathered using questionnaires collected online in June, 2023. A total of 416 valid responses were received. Smart PLS 4 statistical program was used to test the hypotheses. As a result of the tests, it was found that brand experience has a positive effect on customer inspiration and openness to experience. It was also determined that openness to experience has a positive effect on customer inspiration by partially mediating the positive effect between brand experience and inspiration. Furthermore, the hypothesis that customer inspiration positively affects behavioral intention was also confirmed. The research will contribute to expanding the literature on consumer inspiration and openness to experience. Among possible directions for further research is to test the proposed model in relating industries or using statistical data from other countries.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"109 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141665950","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Shopping value and mall attributes: Generational and gender differences among Russian customers 购物价值与商场属性：俄罗斯顾客的代际和性别差异

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-1

O. Yuldasheva, Irina O. Trushnikova, Veronika G. Shubaeva

{"title":"Shopping value and mall attributes: Generational and gender differences among Russian customers","authors":"O. Yuldasheva, Irina O. Trushnikova, Veronika G. Shubaeva","doi":"10.29141/2218-5003-2024-15-3-1","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-1","url":null,"abstract":"The transition of the malls market to the maturity stage transforms consumer behaviour and requires a revision of traditional approaches to customer segmentation. The study aims to examine the purchasing behaviour of Russian consumers when doing mall shopping, their attitudes to the shopping value and the mall attributes based on generational and gender differences in order to justify the approach to customer segmentation at the market maturity stage. The research methodology is based on the theory of generations and customer value theory. Frequency, factor, regression, variance and cluster analyses were used as data processing methods. The evidence base includes the online survey data of 531 customers held in December 2023 – January 2024. The findings show that the fact of customers belonging to the generational cohort has a statistically significant impact on their behaviour and attitude to the mall attributes. The gender difference only partially explains consumer shopping behaviour. Generational cohorts and gender are important in relation to the hedonistic shopping value: the reaction of young and female shoppers was found to be statistically significant. The study reveals no correlation between consumer behaviour and the income level. Cluster analysis proves that psychographic variables, namely the attitude to the shopping value and the importance of mall attributes, are the basis for customer segmentation. Demographic segmentation factors are of a secondary nature in the context of the malls market transitioning to the maturity stage. It is the psychographic factors that come to the fore, i.e., the utilitarian and hedonistic shopping values, as well as the importance of hygienic and experienced attributes of shopping malls.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"53 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141663372","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks 老年人的网上购物行为：个人特征、感知到的好处和风险的作用

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-2

Viktoriya V. Fokina, Aleksandr M. Pakhalov

{"title":"Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks","authors":"Viktoriya V. Fokina, Aleksandr M. Pakhalov","doi":"10.29141/2218-5003-2024-15-3-2","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-2","url":null,"abstract":"In the context of population aging, it is increasingly important for researchers to analyse the specific behaviour of the so-called ‘silver consumers’, who, among other things, are quite reluctant to shop online. The study aims to assess the role of individual characteristics, perceived benefits and risks on online shopping behaviour of the elderly. Methodologically, the paper relies on the concept of perceived benefits and risks. Among the research methods used are qualitative interviews, quantitative survey, factor analysis, and structural equation modelling. The empirical data are obtained from 10 interviews and 244 questionnaires with consumers aged 50 years or older. The study reveals the significant predictors of older adults’ online purchases in Russia. So, for example, experience risk, performance risk and financial risk reduce the likelihood of making a purchase online, whereas variety of assortments stimulates the intention to shop on the Internet in the future. Additionally, experienced online shoppers are less perceptive to risks and more responsive to benefits. The significance of Internet skills is also proven: the stronger they are, the higher the likelihood of making a purchase online. They study demonstrates a positive relationship between biological and cognitive age: the younger an individual feels, the higher the likelihood of making purchases on the Internet. The results obtained allow online retailers to adjust their practices to the ‘silver’ consumer segment.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"123 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141665637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Customer perception of souvenir clothing ethnic ornaments: Results of using neuromarketing technologies and artificial intelligence 顾客对纪念品服装民族饰品的感知：使用神经营销技术和人工智能的结果

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-4

O. Yarosh, Z. Zhavoronkova

{"title":"Customer perception of souvenir clothing ethnic ornaments: Results of using neuromarketing technologies and artificial intelligence","authors":"O. Yarosh, Z. Zhavoronkova","doi":"10.29141/2218-5003-2024-15-3-4","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-4","url":null,"abstract":"Given consumer adaptability to the established marketing incentives, there emerges a need to improve the methods for promoting textile products. The use of neurotechnology allows determining potential ‘anchors’, such as ethnic ornaments, that can be associated with souvenir products. The article focuses on identifying neuromarketing metrics of consumer perception of souvenir clothing ethnic ornaments based on artificial intelligence technology. The foundation of the study resides in the provisions of sensory marketing. General marketing and special neuromarketing research methods were applied. The empirical data are obtained from electroencephalographic (EEG) experiments, a focus group survey (12 respondents), and a preliminary sample interview (90 respondents) conducted in January–February, 2024. We propose biometry-based approaches to neuromarketing consumer evaluation of ethnic patterns for souvenir clothing and reveal customer reactions to different types of ethnic clothing patterns. The strongest emotional responses to particular ornaments are identified based on the EEG test and verbal questioning of the experimental group. The collected data were processed using artificial intelligence to create modern textile designs for souvenir clothing. The results of the study contribute to the understanding of scent neurostimulation’s impact on the perception of clothing elements, as well as the capabilities of artificial intelligence in providing reasoned marketing solutions.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"18 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141664876","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes 消费者选择俄罗斯零售连锁店自有品牌的因素：绿色属性的作用

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-6

Svetlana S. Aleksanova, M. Sheresheva, Lilia A. Valitova, Konstantin N. Aleksanov, Junzhi ч Deng

{"title":"Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes","authors":"Svetlana S. Aleksanova, M. Sheresheva, Lilia A. Valitova, Konstantin N. Aleksanov, Junzhi ч Deng","doi":"10.29141/2218-5003-2024-15-3-6","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-6","url":null,"abstract":"The issues of green marketing, its impact on consumer behaviour, and the evolution of retail chains’ private labels (PLs) are well-covered in scientific literature. However, there is a lack of comprehensive research addressing the interconnection of these three aspects. The paper explores the factors affecting consumer decisions to purchase green private labels and identifies what product attributes Russian consumers associate with being green, i.e., safe for both the consumer and the environment at all stages of production, sales and disposal. The methodological basis of the study resides in relationship marketing theory, consumer choice theory, value perception theory and the concept of sustainable development. The data for the empirical study were obtained from in-depth expert interviews with retail chains’ representatives and respondents’ survey. The data were processed using correlation and regression analysis, as well as content analysis. The research results indicate that the price of private labels is not the sole factor in consumer choice: it is influenced by both socio-demographic characteristics of respondents and additional properties of PLs, including a set of green attributes, informative packaging, social orientation of private labels, etc. The findings of the study are valuable for planning marketing campaigns to promote PLs of retail chains.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"83 16","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141664363","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Why do people use mobile food ordering apps?: Extended UTAUT2 为什么人们使用手机订餐应用程序？扩展UTAUT2

Upravlenets Pub Date : 2024-07-09 DOI: 10.29141/2218-5003-2024-15-3-7

I.K. Erdem, K. Çelik

{"title":"Why do people use mobile food ordering apps?: Extended UTAUT2","authors":"I.K. Erdem, K. Çelik","doi":"10.29141/2218-5003-2024-15-3-7","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-3-7","url":null,"abstract":"With the advancement of technology, many habits of people have changed. One of these is the habit of ordering food. While people used to place food orders through traditional means such as phone or email, nowadays, they can do so more quickly and easily through mobile food ordering applications (MFOAs). The increasing use of MFOAs has necessitated the exploration of factors influencing individuals’ intention to reuse these applications. The aim of this study is to investigate the factors influencing individuals’ intention to reuse MFOAs. The study is based on marketing theory and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. In addition to the seven variables proposed by UTAUT2, variables related to the characteristic features of MFOAs, such as online reviews, online ratings, and online order tracking, have been added to the same model. The research data were obtained from surveys conducted with 441 MFOA users between December 2021 and March 2022. The collected data were analyzed using structural equation modeling in the R Software. As a result, it was observed that online ratings, effort expectation, online order tracking, price value, habit, and hedonic motivation variables have a significant and positive impact on the intention to reuse MFOAs. Social influence, facilitating conditions, performance expectation, and online reviews were found to have no effect on customers’ reuse intentions toward MFOAs. The findings of the study provide insights into understanding consumer preferences and purchase intentions, offering a prediction for MFOA service providers competing for a larger market share.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"118 47","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141665307","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Technological substitution: The key control modes 技术替代：关键控制模式

Upravlenets Pub Date : 2024-05-07 DOI: 10.29141/2218-5003-2024-15-2-5

O. Sukharev

{"title":"Technological substitution: The key control modes","authors":"O. Sukharev","doi":"10.29141/2218-5003-2024-15-2-5","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-2-5","url":null,"abstract":"One of the primary goals of public administration in Russia is ensuring technological sovereignty which is hard to attain without proper planning and coherent technology modernization policy in different fields of economic activity. However, administration tools should allow for the current stage of technological development. The article aims to identify control modes of technology modernization considering the principles of substitution and addition. The foundation of research resides in technological change theory. The research methods applied are taxonomic and structural analysis, statistical generalization. Empirical evidence for 2004–2021 was retrieved from the Russian Federal State Statistics Service (Rosstat). This methodological approach has allowed establishing the key control modes and types of technology modernization – substitution and addition – according to investment in high or low technology, and formulating their central principles. The study also discusses the variants of state policy aiming to extend the country’s technological sovereignty based on the current mode of technological modernization. It is shown that the pseudo effect of technological dualism discovered in the Russian economy suggests utilising special tools designed to optimize the economic structure for boosting investment in new technologies.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"177 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141002089","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Determining entrepreneurial knowledge and intentions of international students studying in Turkey 确定在土耳其学习的留学生的创业知识和意向

Upravlenets Pub Date : 2024-05-07 DOI: 10.29141/2218-5003-2024-15-2-2

A. Karakaş, M.A. Ali, S. Çetin

{"title":"Determining entrepreneurial knowledge and intentions of international students studying in Turkey","authors":"A. Karakaş, M.A. Ali, S. Çetin","doi":"10.29141/2218-5003-2024-15-2-2","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-2-2","url":null,"abstract":"Entrepreneurial knowledge and intention focus on understanding an individual’s interest in and abilities towards entrepreneurial activities. Another issue is the impact of cultural differences on entrepreneurial intention. The purpose of the study is to reveal the impact of entrepreneurship knowledge on entrepreneurial intention of international students receiving higher education in Turkey. We also examine whether there are differences in entrepreneurial knowledge and entrepreneurial intention according to gender, department, having an entrepreneurial business idea, receiving entrepreneurship education or not and monthly expenditure amount. The methodological basis of the study resides in the concept of entrepreneurial knowledge and planned behaviour theory. Among the research methods are frequency and regression analyses, parametric tests, convenience sampling method. A total of 380 students enrolled in 20 public and 5 private universities in Turkey in the 2021–2022 academic year participated in the survey and completed the questionnaire. Participants were reached through electronic and social media environments or face-to-face communication. The research results reveal that there are statistically significant differences between entrepreneurial knowledge and intention with educational status, entrepreneurial idea, department of study and the amount of monthly expenses. Furthermore, regression analysis showed that entrepreneurial knowledge and entrepreneurship education have a significant positive effect on students’ entrepreneurial intentions. The findings of this study provide valuable guidance for policymakers and curriculum preparers to understand international students’ entrepreneurial intentions and promote entrepreneurial intentions in universities.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"68 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141003383","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Impact of customer service on brand value and efficiency of a company’s marketing funnel 客户服务对品牌价值和公司营销漏斗效率的影响

Upravlenets Pub Date : 2024-05-07 DOI: 10.29141/2218-5003-2024-15-2-7

V. Syropyatov, I. Arenkov

{"title":"Impact of customer service on brand value and efficiency of a company’s marketing funnel","authors":"V. Syropyatov, I. Arenkov","doi":"10.29141/2218-5003-2024-15-2-7","DOIUrl":"https://doi.org/10.29141/2218-5003-2024-15-2-7","url":null,"abstract":"Customer service is a significant factor in creating brand value, however it is still poorly understood how it relates to customer behaviour and efficiency of a company’s marketing funnel. The paper attempts to examine this relationship within the Fintech industry. Methodologically, the study rests on the postulates of marketing theory on customer experience management and a company’s brand value co-creation. Among the research methods is primary data statistical processing through the A/B testing. Empirical data come from a Nigerian fintech company’s internal reports on customer behaviour and cover information collected by customer support. The A/B testing on a sample of 1,964 customers showed a 14.2% conversion in the test group provided with a tailored customer service, which is 3.96 percentage points in absolute terms, or 38.7% in relative terms, higher than in the control group with a conversion of 10.2%. Our experiment demonstrated a statistically significant difference (97.7%) between the groups, thus demonstrating the effectiveness of the targeted customer service in improving customer conversion metrics. The theoretical and practical findings confirm the hypothesis that customer service is a co-creator of brand value, and this impact can be utilized to enhance the efficiency of the company’s marketing funnel. The authors plan further research into the applicability of the methodology to customers in other countries and sectors.","PeriodicalId":517949,"journal":{"name":"Upravlenets","volume":"101 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141002441","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0