Value orientations and preferences of young consumers
Roman Sidorchuk, Irina Skorobogatykh, Aleksei Meshkov, Boris Musatov, Daria Efimova, Timur Tultaev, Dzheren Evseeva
Научное издание / монография
Выпущено ООО Издательство «Креативная экономика»
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=28142366
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Книга в каталоге РГБ: https://search.rsl.ru/ru/record/01008839975
Abstract:
The scope of this work is related to the issues of marketing researches in the field of values (value orientations) of consumers. There is a practical need to decrease uncertainty when assessing the consumers’ behavior based on the methodological approaches of marketing. The goal of this work is to overcome the existing «gap» between the obtained results of qualitative researches of value orientations and the actually observed behavior of consumers. The research methodology is based on the approaches of classic theory of marketing and marketing researches, value theories by M. Rokich and Sh. Schwartz with use of original author’s approach. The research results have enabled to formulate a number of hypotheses and to develop a conceptual model that connects «value orientations» and «consumer preferences». In result of a practical trial of the model, the proposed hypotheses have been confirmed, and a method for calculation of «the Plekhanov Index of Marketing Evaluation of a Value Motivation» has been developed. The obtained results may be used: by the Ministry of Industry and Trade of the Russian Federation as a method for the evaluation and taking account of changes in preferences of young consumers (within the task of import substitution, as well); by Federal Agency for Youth Affairs to take into account when developing a regional and municipal youth policy; by companies and non-governmental business organizations for the evaluation of dynamics and structure of the «student’s market», value orientations and consumer preferences in brands, for developing recommendations as for the correction of the communication policy aimed at youth; by scholars for performing further research; as an educational aid for students, master’s students and postgraduate students.
Keywords: consumers’ behavior, loyalty, consumer preferences, satisfaction, behavioral economics, marketing researches, value theory, wave researches, cohort studies (follow-up studies), Plekhanov index, motivation index, consumer choice, human values, value orientations
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