ROLE OF THE PERSONIFIED APPROACH IN FORMATION OF CONSUMER DEMAND IN RETAIL
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Author(s): | Butkovskaya G. V., Chernova V. Yu., Starostin V. S., |
| Number of journal: | 2(39) | Date: | May 2017 |
| Annotation: | The analysis of changes in consumers’ behavior has been carried out, the features of modern preferences in retail have been determined: the enlarged range of products offered, the increased supply of goods and services of similar nature, the growth of well-being of the population, and change of the person’s inner worldview. In this connection, the necessity of an individual approach to consumers is justified. Based on the analysis of the management concepts of data collection and use, an algorithm of forming an analytical platform for advertising technologies and PR has been developed. Methods of individualization are examined; personalization of advertising messages is highlighted as the most effective one taking into account the consumer behavior. |
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| Keywords: | consumer, consumer values, competition, personalized marketing, advertising, e-commerce, marketing strategies, consumer demand, Internet-marketing, market segmentation. |
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| For citation: | Butkovskaya G. V., Starostin V. S., Chernova V. Yu. Role of the personified approach in information of consumer demand in retail // Business. Education. Law. Bulletin of Volgograd Business Institute. 2017. No. 2 (39). P. 126–130. |
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