IDEAS home Printed from https://ideas.repec.org/a/nos/ddldem/22.html
   My bibliography  Save this article

Analysis of consumer behavior formation models under the influence of marketing communication environment of the enterprise

Author

Listed:
  • Vasylchenko Lidiya

    (Cherkasy State Technological University)

Abstract

The object of research is the influence of the marketing communication environment of the enterprise on the model of formation of consumer behavior. The study of this influence in today's conditions is becoming increasingly promising and is due, first of all, to the increasing role of marketing communications in the promotion of goods and services of an enterprise. The application of scientific approaches to the formation of consumer behavior will more accurately determine the target audience. This will increase the effectiveness of the advertising campaign of the enterprise. When writing the work, such methods and approaches as logical generalization, analysis and synthesis are used to substantiate conceptual approaches to shaping consumer behavior. As well as a grouping method – for compiling methodological approaches to the study of consumer behavior. The paper analyzes the differences between the adoption of consumer decisions about the purchase of goods and the communication component of marketing in the relationship of business models B2B and B2C. In particular, it is indicated that industrial consumers in the B2B business model are influenced by corporate marketing, which reflects not the personal interests, but the interests of business entities. At the same time, the business model in the B2B segment is aimed at maintaining stable and mutually beneficial relations between economic entities as strategic partners using a specific set of methods and tools. The author systematizes the main methodological approaches to the study of consumer behavior and its models, in general terms it can be divided into two enlarged groups: psychographic (value style) and commodity or subject. It is argued that the successful use of the considered models is an effective tool of marketing communications, the use of which will increase the effectiveness of the advertising campaign, will turn potential consumers into real ones. This, in the future, will lead to an increase in the volume of sales of products (services) and an increase in the competitiveness of the enterprise.

Suggested Citation

  • Vasylchenko Lidiya, 2020. "Analysis of consumer behavior formation models under the influence of marketing communication environment of the enterprise," Technology audit and production reserves, Socionet;Technology audit and production reserves, vol. 1(4(51)), pages 41-44.
    • Handle: RePEc:nos:ddldem:22
    as

    Download full text from publisher

    File URL: http://journals.uran.ua/tarp/article/view/198534
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Niklas Bondesson, 2012. "Brand Image Antecedents of Loyalty and Price Premium in Business Markets," Business and Management Research, Business and Management Research, Sciedu Press, vol. 1(1), pages 32-47, March.
    2. Wilson, Jeremy M. & Grammich, Clifford A., 2020. "Brand protection across the enterprise: Toward a total-business solution," Business Horizons, Elsevier, vol. 63(3), pages 363-376.
    3. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    4. Glynn, Mark S., 2012. "Primer in B2B brand-building strategies with a reader practicum," Journal of Business Research, Elsevier, vol. 65(5), pages 666-675.
    5. Rasoul Azadi & BAHRAM YOUSEFI & HOSSEIN EYDI, 2016. "The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 4(2), pages 19-32, May.
    6. Kocaman, Barış & Gelper, Sarah & Langerak, Fred, 2023. "Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 316-341.
    7. László Kovács, 2019. "Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 97-121.
    8. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    9. Worm, Stefan & Srivastava, Rajendra K., 2014. "Impact of component supplier branding on profitability," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 409-424.
    10. Popovici Veronica & Muhcină Silvia & Popovici Alina Lavinia, 2018. "Traditional versus Online Marketing for B2B Organizations: Where the Line Blurs," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 382-387, July.
    11. Waldemar Pfoertsch & Christian Linder & Jennifer D. Chandler, 2008. "Measuring the Value of Ingredient Brand Equity at Multiple Stages in the Supply Chain: a Component Supplier's Perspective," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 4, pages 571-595, May.
    12. Zsófia KENESEI & Tamás GYULAVÁRI & László SEER, 2013. "The Role Of Marketing In Corporate Competitiveness: Marketing Practice Analysis Of Hungarian Companies," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-28, May.
    13. Jeremy M Wilson & Brandon A Sullivan, 2016. "Brand owner approaches to assessing the risk of product counterfeiting," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 327-344, May.
    14. Andrei BUIGA, 2014. "Considerations in Managing B2B Brand Strategies," Romanian Statistical Review Supplement, Romanian Statistical Review, vol. 62(4), pages 172-178, April.
    15. Elena Cedrola & Loretta Battaglia, 2013. "Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(4), pages 394-408, September.
    16. Uusitalo, Olavi, 2014. "Brand creation via design and modularization: SMEs in international B2B markets," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 7(2), pages 354-379.
    17. Angela Poulakidas & Paul A. Dion, 2016. "The Influence of Corporate Reputation on Preference for Biodiesel Supplier," Corporate Reputation Review, Palgrave Macmillan, vol. 19(4), pages 331-344, November.
    18. Jeremy M Wilson & Clifford Grammich & Fiona Chan, 2016. "Organizing for brand protection and responding to product counterfeit risk: An analysis of global firms," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 345-361, May.
    19. Martin Konečný & Daniela Kolouchová, 2013. "The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers," Central European Business Review, Prague University of Economics and Business, vol. 2013(4), pages 24-29.
    20. Felicia Naatu, 2016. "Brand Building for Competitive Advantage in the Ghanaian Jewelry Industry," International Review of Management and Marketing, Econjournals, vol. 6(3), pages 551-558.

    More about this item

    Keywords

    marketing communications; consumer behavior; consumer decisions; enterprise communications environment; industrial consumers; individual consumers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nos:ddldem:22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Алина Макаренко (email available below). General contact details of provider: http://socionet.ru/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.