The technology of marketing research of consumer’s motivations and behavior at the Ukrainian market of high-tech products.
Higher education establishment from Kyiv (Ukraine) offers a methodology of marketing research of consumer’s motivations and behavior at the market of high-tech products. Using the proposed technology provides an opportunity to get primary market information on the basis of which competitive marketing strategies are formed. The authors are looking for partners interested in effective marketing and sales of high technology products to provide marketing and consulting services
The proposed method based on a combination of qualitative and quantitative methods of marketing research, the method of gathering of primary marketing information and a list of research questions are proposed. The results of research use for forming marketing strategies of the enterprise, as well as strategies for its competitive behavior. The proposed method was implemented in marketing activities of several Ukrainian companies; technique helped to increase sales of these companies, improving their competitive position in Ukraine market. The seller has many years experience in research and practical field of marketing research, marketing support of enterprises at national and international markets.
Інновації і переваги пропозиції:
The specific features of forming of consumers’ motivations of high-tech products are analyzed on the basis of marketing research of their motives on Ukrainian market. The structure and dynamics of motivations of consumers, their technological and market uncertainty, perceived risk, degree of loyalty to the products are determined. An innovative model of purchasing behavior of Ukrainian consumers is built and their market behavior typology is formed. A stratified consumer motivation matrix is worked out as a basis for forming marketing strategies; practical recommendations concerning formation of the high-tech product positioning strategy are provided.
Додаткова інформація (технічні подробиці)
The tool of primary researches of consumer motivation at the market of hi-tech products contains the typical list of searching questions which gives an opportunity to define the reasons of actualization of consumer motivation, to set features of the consumer decision-making process, the reasons for purchasing a product, orientation, scale, sequence of informative search, degree of customers innovation; to determine the features of forming of attitudes toward innovative technology, motivational elements and their values and others like that.
The procedure of realization interviews of experts (sampling, selection of experts, the organization getting primary information).
Focus group interviews with target customers.
Organization and realization of survey research.
Report on the results of marketing research.
Forming the marketing strategies for enterprise.
Технологічні ключові слова:
Моделі соціально-економічного розвитку, економічні аспекти; Інструменти прогнозування