List of publications on a keyword: «потребительское поведение»

The article explores the role of emotional marketing in shaping consumer behavior and increasing brand loyalty. It considers key emotional triggers (joy, nostalgia, fear, compassion, etc.), strategies for creating emotional content (story-telling, visual elements, personalization) and their impact on audience engagement. Special attention is paid to the ethi-cal aspects of using emotions in marketing, including issues of honesty, inclusiveness and data protection. Based on an analysis of performance measurement methods (engagement, surveys, sales metrics), a conclusion is made about the importance of emotional connections for the long-term success of a brand.

В работе рассмотрены основы потребительского поведения, обозначены проблемы и способы их решения.

В данной статье на основе анализа тенденций развития PR-технологий делается вывод о необходимости учета влияния иррациональных факторов потребительского поведения на формирование современного городского пространства. Указывается на необходимость исследования вопросов взаимовлияния рекламы и городского пространства в общей модели поведения потребителей на рынке.

The consumer behavior of households is defined by a complex of internal and external factors: income of the population, motives and incentives of behavior, behavioral norms and personal preferences. As the example of structure analysis of the income and expenses of households of Sverdlovsk region during research models of consumer behavior of households are allocated, characteristics and structure of the population depending on their welfare are allocated. Author's approach allows forecasting of the consumer market, proceeding from the socio-economic factors forming the level of the population income in the region.

This article describes the problems of social risks in consumer behavior. Social risks are manifested in the consumer's loss when purchasing or its using of a part of his capacity: money, health or peace of mind. Social risks in consumption are influenced by many factors, chief among which are cultural factors. The authors reveal the impact of cultural factors on the social risks occurrence on the basis of aggregate indicators and data of a sociological survey conducted in the city of Volgograd.

Данная статья раскрывает тему использования психологии потребителя в рекламной деятельности. Автор полагает, что изучить механизм функционирования потребностей и мотивов – значит познать психологически активные точки людей, воздействуя на которые можно добиться желательного поведения.

В статье представлен анализ рынка DIY с целью выявления сегментации потребителей. Автор подробно выделяет критерии выбора магазина.