Factors that form the demand for consumer goods. The study of demand for goods and services in the consumer market (on the example of the consumer market

Let us now see how the rest of the above factors of its formation affect demand.

Buyers' income and demand. As incomes rise, buyers typically demand more for goods that were previously unavailable to them. An increase in the quantity demanded is also caused by an improvement in the quality of the goods. This is the usual logic of behavior of buyers in the markets of normal goods. This is what is illustrated in Fig. 3.5. It shows how, under the influence of income growth and the quality of goods, the demand curve has shifted in comparison with the previous position "Demand-1" to the right-up to the position "Demand-2". In other words, now, at the same price levels, the quantities demanded are higher, i.e., buyers are willing to purchase more of the given good.

This pattern was clearly manifested in Russia in 1992-1993, when, after price liberalization, the savings of the population depreciated, and incomes fell. The result was a sharp drop in demand in almost all commodity markets.

However, the world of the economy is very ambiguous, and such paradoxical situations are possible when an increase in the income of buyers or a decrease in the prices of a product can lead not to an increase, but to a decrease in demand for a product. Understanding the causes of such paradoxes is very useful in order to better understand the real processes developing in the commodity markets of any country.

Prices for complementary or replacement goods. Like all models, the demand curve is valid only if the conditions under which it was formed remain unchanged. What are the

Rice. 3.5.

conditions are assumed to be stable when constructing the demand curve? These include:

• permanence of utility this product;
• fixed income level buyers;
• fixed prices for other goods sold at the same time and available to the same circle of buyers.

From this follows a very curious and important conclusion: evaluating changes in the quantity demanded when the price of a product changes, we actually check the results of a change not only and not so much in the absolute, but in the relative price of this product. In other words, whether a product is really expensive or cheap is important not in itself, but in comparison with other products that are on the market at the same time. And the businessman who does not understand this and is not used to looking around is bad: failure is sure to await him.

The fact is that the “life” of any product on the market always takes place surrounded by two groups of other products, namely:

• 1) substitutes;
• 2) complementary.

Replacement Products- these are goods that satisfy the same needs and therefore are the most direct competitors in the struggle for the buyer's money.

The most obvious examples are soft and alcoholic drinks, confectionery, cars, radio engineering, personal computers. Since the expediency of buying substitute goods is estimated on the basis of comparing the same utility with the prices of different goods, price ratios play a huge role here.

At the same time, the relationship between prices and demand for such goods is as follows: a change in the price of some substitute goods leads to a change in the same direction in demand for other goods. For example, if the price of one brand of soft drinks decreases, then the demand for it increases, but the demand for other brands of the same drinks decreases.

Complementary products Together they solve the problem of satisfying the same customer need. And that's why a change in prices for some complementary goods leads to a change in demand for all goods of this group in the opposite direction.

For example, an increase in the rent of tennis courts can lead to a fall in the demand for such rent and the demand for tennis rackets and balls. The reason for these relationships is obvious: Complementary goods are consumed in combination. This means that an increase in the price of one of the elements of this combination leads to its overall rise in price and a decrease in attractiveness both in general and for the rest of the elements (goods) included in it.

Expectations regarding price dynamics in the future. This factor is especially strong when people fear a significant rise in prices in the future and buy more goods than the demand curve predicts. And although here at first glance there is a violation of the standard relationship between price and demand, in fact this is not the case. In this case, the demand is formed with some looking into the future: although the current price seems to the buyers too high for a product with such utility, they fear that tomorrow they will have to pay even more for it. And then they buy more of this product today in order to buy less of it tomorrow.

This is exactly how Russian car owners behave when they fill gasoline cans and store these cans for months in garages or on balconies.

Number and age of buyers. This is perhaps the simplest of the demand-forming factors. Its effect is that even with the same average level of income, an absolute increase in the number of buyers leads to an increase in demand (the demand curve shifts to the right-up).

It is not difficult to trace the influence of the age structure of the population on demand. For example, the aging of the population in European countries and Russia leads not only to a decrease in demand due to the fact that an increasing part of the population lives on modest pension incomes, but also to a change in the commodity structure of demand (a country with an elderly population does not need so many children's and youth goods , but a strong market for pharmaceutical products and medical services is needed).

Habits, tastes, traditions and preferences of buyers. This demand shaping factor is perhaps the least predictable and often the most volatile. It is through him that demand is influenced by such a powerful mechanism of the modern economy as fashion. Unfortunately, the patterns of manifestation of this factor are so little amenable to study by the methods of economic science that economists have completely transferred this issue to psychologists, ethnographers and marketing specialists. But this factor of economic science must not be forgotten, since it constantly exerts a powerful influence on the development of commodity markets.

For example, in recent decades, the growth of people's interest in disease prevention has created huge markets for "health food", "fitness products". And the increased attention to environmental issues caused the flourishing of the faux fur industry.

Economy in faces

Thorstein Veblen - personality analyst

Economic science has always dealt more with the problems of production and sale of goods than with the economy of the family and personal consumption.

The more noticeable is the trace left by the American economist Thorstein Veblen (1857-1929), who studied precisely this aspect of the life of society.

He put the real man at the center of his research and tried to understand what determines his behavior in the market after economic progress allows him to satisfy his basic material needs. Veblen asked himself the question: why does a person buy goods in excess of what ensures his survival and normal conditions for the reproduction of the species?

The research topic chosen by Veblen was not accidental. He was born and raised in the family of a farmer who emigrated to the United States from Norway and preserved the traditions and habits of his ancestors' subsistence family farming for life. The Veblen family lived very modestly, ate only the products of their household and even made clothes on their own. When Thorstein went to college, these homespun clothes, his lack of city manners, and his poor English made him the butt of ridicule from his fellow students. The stigma of "stranger-Norwegian" haunted him all his life. Even after receiving a PhD, he could not find a job for seven years and spent them fruitlessly on his father's farm. And in the future, he did not make a brilliant scientific career and ended his life in extreme poverty.

Veblen took brutal revenge on the Americans.

Veblen came to the conclusion that after people have the opportunity to satisfy their basic material needs, their behavior begins to be determined by the "law of conspicuous waste". They begin to buy in order to show others their well-being and emphasize the success achieved in life. This is especially true for the wealthiest strata of society.

Veblen cited women's fashion and expensive handicrafts as evidence. He noted that these products are no better than mass-produced, machine-made goods, but they are rarer and therefore satisfy the vanity of wealthy citizens who willingly pay a lot of money for them.

Many of Veblen's conclusions, which are quite fair for countries with a high level of prosperity, are still actively used today in advertising campaigns and organizing sales of consumer goods.

Economic science has not forgotten Veblen's curious thoughts about the driving motives of human behavior in general. Rejecting the view that it is determined only by the pursuit of maximum enjoyment of life, Veblen argued that other powerful forces influence people's actions:

• 1) the instinct of mastery;
• 2) parental feelings;
• 3) idle curiosity;
• 4) the instinct of selfishness.

He believed that the parental feeling, inherent in animals, acquires a new quality in a person and develops into concern for the prosperity of not only his own family, but also the country as a whole.

But man is a contradictory creature, and in the souls of people, parental feeling collides with the instinct of selfishness, which usually manifests itself in the desire for money-grubbing.

The struggle of these two forces significantly affects the economic behavior of people. Even idle curiosity, according to the scientist, plays an important role in the economic mechanisms of civilization.

This curiosity (which he associated with the instinct of play inherent in many living beings) encourages people to engage not only in purely practical problems, but also in fundamental scientific research.

An even greater role, according to Veblen, is played in the development of the economy by the instinct of craftsmanship. This mysterious property of the psyche induces a person to strive for the use of ever more perfect methods of handling natural and artificial materials and the development of technology.

Veblen saw the root cause of the formation of the instinct of mastery in the desire of people to create an increasing number of useful goods.

The combination of the instinct of mastery and parental feeling, according to the American scientist, gives rise to such powerful motives of human behavior as the desire to increase the material well-being of the family and procreation - motives that shape the whole face of the economy and society as a whole.

Ministry of Economic Development and Trade of the Russian Federation

Ministry of Education of the Russian Federation

STATE UNIVERSITY

HIGH SCHOOL OF ECONOMICS

PERM BRANCH

FACULTY OF MANAGEMENT DEPARTMENT OF ECONOMIC THEORY
COURSE WORK

ON THE TOPIC: ANALYSIS OF FACTORS DETERMINING CONSUMER DEMAND

Work completed:

Teacher:

Introduction page 2

Demand factors page 3

Deriving an Individual Demand Curve page 10

Deriving a Market Demand Curve page 12

Formation of demand in the ice cream market

in the Perm region 13 pages

Conclusion page 17

References 18 pages

INTRODUCTION

At the moment, the economic factor, which not least depends on the level of development of production, including the development of economic relations between producers, plays perhaps the most important role in ensuring the power of the state and the well-being of its citizens.

In the course of economic transformations in our country, a market economy has developed, therefore, it became necessary to study the factors that form demand in the modern market.

The purpose of my work is to identify and analyze the factors that influence consumer demand, in other words, I would like to know what makes or stops people from choosing a product. Based on this goal, the following tasks were set: deriving an individual demand curve, determining the aggregate demand in the market of several buyers and identifying demand factors in the market for a particular product in the Perm region. To solve these problems, the works of the following main authors were studied: V.M. Galperin, A. Thompson, S. Fisher. The basis of the work is economic theory.

In the theoretical part of the work, the task of the study is to determine the impact on the consumer of such factors as price, preferences, consumer income, etc., to identify among the many factors the main ones that mainly affect the demand for goods and services.

Market demand reflects the intensity with which buyers are willing and willing to pay for a product. The quantity of goods and services purchased by consumers in the market is influenced by many factors.

The majority of consumers in our country, when purchasing goods of interest to them, do not even realize what, apart from desire and need, makes them make purchases. They do not even suspect that there are many factors that affect their demand, and it is these factors together that determine the final perceptions of consumers about the goods being purchased. The mechanism of the market allows you to satisfy only those needs that are expressed through demand. Factors influencing consumer demand are divided into price and non-price.

DEMAND FACTORS

Consider the main components that consumers are guided by when shopping in markets and stores:

The price of the product. For demand, the price of a good or service is almost always the deciding factor. Ceteris paribus, the magnitude of demand for a product is inversely proportional to price - buyers are willing and able to purchase more at low prices, not at high prices. In cases where an item is discounted or on sale, or buyers and sellers habitually haggle, the true price meter is the amount actually paid, or the transaction price, not the asking price.

Product quality. Consumers are usually interested in the quality of a product, especially when compared to the quality of competing models or substitute products. The key characteristics of a product are its quality, specifications, warranty, terms of purchase on credit, convenience, style and design, after-sales service and general usefulness. Generally speaking, the demand for a product is higher if the product has the qualities that the consumer is looking for. It cannot be said that the quality of goods in the same industry produced by different firms is practically the same. Since the quality of goods varies and there are tangible gaps in prices for goods that practically perform the same functions. Demand for one model or brand largely depends on how the consumer evaluates its quality compared to the qualities of competing models and brands. Competitors, as usual, advertise the quality of their products under the pretext of informing consumers, in fact trying to convince consumers that the quality of their products is superior.

Consumer tastes and preferences. The connection between consumer tastes and demand is obvious. If the desire of consumers to purchase a product or service decreases, then demand also decreases. Strengthening the desire of consumers increases their willingness to pay a higher price for a product or to purchase it in large quantities. Needless to say, consumer tastes and preferences are subject to change, sometimes gradual, sometimes rapid. The emergence of new and better products, changing lifestyles and values, new information about the impact of products on health and safety - all this determines whether a product will go out of fashion or not. Changing levels of product advertising, shifting advertising of competing models and related products, and the number and location of stores are just a few of the factors that can increase or decrease demand for a product.

Consumer income. It is clear that consumer income affects market demand. Just wanting to buy is not enough. The consumer must be able to pay for the product they want. The higher the income of the consumer and the greater the purchasing power, the higher will be the demand for goods in general and some goods in particular. Only in the case of inferior goods will an increase in income be accompanied by a decrease in demand.

Prices for related products. Since there is an interdependence between products, the prices of related products are important demand variables. In the case of substitute products, comparing the price of one product with the price of a competing product can have a strong impact on consumer choice. The fact that one type of beer is cheaper than another will certainly affect the consumer choice of some buyers. In the case of complementary products that are purchased together, it is clear that the price of each product plays a role. If the price of using a golf course jumps by 50%, the demand for golf balls is likely to fall. If the cost of electricity increases significantly, then in the summer people will try to use electrical appliances more economically.

Consumer expectations. The volume of purchases is influenced by consumers' expectations about future prices, their incomes and the availability of goods. If buyers believe that the price of a desired item will increase soon, they may wish to purchase the item today to avoid unnecessary expenses in the future. The same can be said about the expectation of future earnings. Some consumers may purchase a product on credit today to pay for it when their income increases. The expectation of a recession or loss of work will lead to a decrease in demand for a product or even a refusal to purchase it further. If consumers expect that a product may disappear or become scarce in the near future, this will induce them to increase the current amount of demand.

Number of consumers and frequency of purchases. Since the market demand for a product is formed as the sum of individual consumer demands, it is clear that it will be influenced by the number of potential buyers, as well as the frequency with which they buy this product.

Trademark. Consumer utility theory always considers a situation in which the premise is the argument that consumer behavior consists of a steady stream of rational computations whereby consumers consider all possible combinations of purchases, evaluate utility, and choose the option with the highest utility. Such attributes of consumer behavior as habit, whim, impulse, inertia, and resistance to change are practically excluded from consideration. While these last reasons are the most common purchases, I mean items that are bought quite often and do not take up a significant place in the budget of buyers, such as cigarettes or hygiene products. This is where branding and advertising play an important role.

Advertising. Advertising and sales promotion can influence consumer choice by providing consumers with true or misleading information that affects their preferences. The importance of advertising for the study of consumer behavior is that it demonstrates the way in which sellers try to change consumer tastes and preferences in their favor. Many buyers believe that they buy goods and services without paying attention to advertising, for example, switching commercial breaks while watching TV or in any other cases, although almost 40 people out of about 50 people I interviewed strongly believe that advertising goods and services is necessary and moreover, advertising plays almost a decisive role in the decisions to purchase a particular good.

Demand for individual goods may also depend on non-economic factors. For example, the demand for boots and shovels depends on the weather. Finally, the demand for goods also depends on the number of foreigners who are able and willing to purchase goods. Income and preferences for some types of goods also correlate with age. It is clear that the higher the birth rate, the more children in the population, the higher the demand for goods and services that are focused on meeting the needs of children, such as diapers and baby clothes, toys, school supplies, pediatric services, etc. On the other hand, the demand for goods and services to provide home leisure and recreation may increase with an increase in the number of older people. If more older people retire, the demand for leisure-related goods and services increases. People involved in business carefully study and analyze changes in the age structure of the population in order to try to predict changes in the demand of the population.

Another important factor in determining demand is the size of the household, which depends on the number of people living together, the number of children in the family, the number of marriages and divorces. For example, a downward trend in family size will lead to an increase in demand for apartments in multi-family buildings and a decrease in demand for individual houses.

An increase in the number of people living alone may mean an increase in the demand for ready-to-eat food.

Age structure of the population. As mentioned above, market demand depends on all factors of individual demand. Moreover, the population and its age structure are also the most important factors influencing market demand. The willingness and ability of consumers to buy individual goods also depends on how income is distributed among demographic groups. For example, if the income of people over 65 increases relative to the 25 to 35 age group, we should expect an increase in the demand for goods and services preferred by older people (for example, health care) relative to the demand for goods preferred by young people. Between 1970 and 1980, the number of families headed by people aged 18 to 25 increased from 4.6 million to 6.4 million. At the same time, the number of households headed by people aged 25-34 increased from 12 million to almost 18 million. This process was combined with a sharp increase in the number of single people running their own households, as well as people living together without being relatives. . At this time, there was a strong trend of all people of age groups living independently.

Surveys show that younger families are more likely to borrow and spend more of their income than older families. The housing boom in the 1970s was no doubt caused by the fact that those born during the "baby boom" began to create their own households. The increase in the number of people living apart has also led to an increase in the demand for housing.

Young families tend to spend most of their income on durable goods, including cars, furniture, and household items. With an increase in the share of income earned by this young part of the population, there is a trend towards an increase in demand for these goods.

All of the above factors are considered, as it were, “main” determinants that form the final market demand. But there are also other variables that add to the current situation. For example, there is a difference in the consumer's perception of a product as a "luxury" or "essential" item. Although the perception of a product as a luxury or essential item depends on the individual's lifestyle and value scale, the demand for these goods differs depending on price changes, the degree of economic recession, interest rates and availability of credit, and the frequency of purchases. The luxury aspect - the need for shopping is influenced by cultural and lifestyle factors (who buys what and with what degree of urgency), the position of the purchase in the buyer's budget plays a big role. It also puts on the agenda considerations about the ability of consumers to delay their purchases due to changing economic conditions.

The demand for a good can be derived from the demand for other goods, and such demand is called derived demand. For example, the demand for steel may be derived from the demand for steel products or products that use steel in their production. The demand for newsprint is derived from the demand for newspapers. With derived demand, as is the case with the demand for manufacturing equipment, important information can be obtained by studying consumer habits and other characteristics of useful users.

The key factor determining the volume and potential of sales, especially for durable goods, is the factor of market saturation with this product. For example, the demand for refrigerators is significantly limited because today more than 95% of households have them, the same goes for household appliances such as gas stoves and washing machines. The market potential for VCRs is higher, since in 1991 in Russia they were owned by about 70% of households, in contrast to this, the demand for video cameras is much higher in the early 90s, only 13% of households owned them - the lowest level of consumption in the household category electronics. Limited demand for highly saturated goods has prompted durables manufacturers to implement a "planned aging" policy, in which products are periodically upgraded with new features, and consumers are encouraged to increase the frequency of purchases in order to replace "worn out" or "obsolete models".

The purchasing power of goods that are usually purchased on credit (for example, household appliances, cars, apartments) is seriously affected by consumer debt and bank interest rates. These factors may have a greater impact on demand than current money income. The higher the debt-to-income ratio and the higher the interest rates, the less willing the consumer will be to take on additional obligations associated with the purchase of goods.

There are also many other determinants of demand, but the important thing to note here is that for any given product, there is its own set of factors that affect demand in a unique way.

If we represent the function of market demand for any product as the sum of individual demands of m consumers in the form of a formula, we get:

where the volume of market demand for i is the product; - the function of demand for the i -th product j -of that consumer. Substituting the demand factors into the right side of the formula as a function of the individual demand of each consumer, we get:

(T j , Р 1 , Р 2 , I j , S j , D j , N j) ,

where T j - tastes and preferences of the j-th consumer, Р 1 and Р 2 - prices for substitute goods, I j - income of the j-th consumer, S i - quality of the i -th product, D j - expectations of the j-th consumer, N j - all other factors affecting demand.

OBTAINING THE INDIVIDUAL DEMAND CURVE

In order to obtain a consumer's individual demand curve, it is necessary to build a budget constraint line for a given consumer on a map of indifference curves, which are all possible sets of two goods, which is used to depict the set of product sets available to the consumer. (See fig.1.)

The figure shows how the consumer's optimum will change with the unchanged structure of preferences, a change in the price of good X and the same income. In this example, the price of product X is reduced to the level P x1, while the budget line CD rotates around point C counterclockwise and takes position CD 1 . The buyer can now purchase more of X, while at the same time higher indifference curves become available to the consumer. The consumer's optimum will move from point A to point B, based on this movement, the individual demand curve is built (lower part of the figure). To construct a market demand curve, it is necessary to know the individual demand curves of all consumers in a given market.

OBTAINING MARKET DEMAND CURVES

The market demand curve for a good shows the varying amounts of that good that consumers as a group are willing or able to purchase at alternative prices at a given time and with other factors influencing consumer behavior held constant.

Thus, the market demand curve defines the relationship between the price and the quantity of a good demanded by all consumers. It is constructed by summing up the quantities of goods that each buyer is willing or able to purchase at each particular price.

market demand

Where Q 1 = q A1 + q B1 + q C1, Q 2 = q A2 + q B2 + q C2.

In Figure 2, this process is presented for the economy of three consumers, both for each consumer and for their sum. At the price P 1 consumer A is willing and able to purchase quantity q A 1 of a good in a period, consumer B is willing and able to buy q B1 of a good in a period, consumer C is willing and able to purchase q C1 of a good in a period. Together they are willing and able to purchase q A 1+ q B1+ q C1 = Q 1 units at the price P 1 , which is shown on the market demand curve. The same situation develops at the price P 2 . Since individual demand curves fall to the right, so too must the market demand curve fall to the right. The law of demand operates not only in relation to the individual consumer, but also in relation to the entire market demand. This construction of the market demand curve implies that each consumer makes a purchase decision independently of the purchase decision of another consumer. While it is safe to say that some people purchase a product not so much to satisfy their desires as to impress other consumers with their "ostentatious consumption", the purchasing habits of some individuals are influenced by the consumption patterns of the individuals with whom they are connected or communicate systematically, some consumers buy goods to support their social status. Consequently, there are cases where the quantity of a good purchased by one consumer affects the quantity of that good purchased by another consumer. In such cases, strictly speaking, the individual demand curves are dependent on each other, and difficult addition procedures must be applied to construct the market demand curve.

All of the above factors play a different role depending on the type of product, quantity purchased, etc. Let us consider how demand is formed in the ice cream market.

FORMATION OF DEMAND ON THE ICE CREAM MARKET IN THE PERM REGION

Ice cream in Russia is an unusually popular product, it should also be noted that this is a seasonal product, that is, the demand for ice cream is mainly formed in the summer. It should be noted that ice cream produced in Russia is exported abroad: "... the products of Russian cold storage plants are exported to those countries where they remember the taste of" the most delicious ice cream in the world. These are the former republics of the USSR, Eastern Europe and far-abroad countries with a large Russian diaspora, like Israel, for example. The difference in price for the same ice cream in Russia and, for example, in Israel can be fivefold. This does not play any role for cold storage companies - the profit goes to distributors. Therefore, representatives of cold stores often claim that they sell ice cream abroad only for the sake of prestige. However, some complain that it is becoming increasingly difficult to sell goods in Russia - they have to look for new markets.”

In the Perm region, the main suppliers on the ice cream market are Perm Khladokombinat JSC, Permmoloko OJSC, and brands of an imported manufacturer, which are in great demand among Perm consumers, have recently become extremely popular. The volume of ice cream sales in the Perm region in 2001 amounted to about 3.2 tons. Is this a lot or a little? The population of the Perm region is about 2,900,000 people. Excluding the number of children under the age of 4, this figure will be about 2 million 500 thousand people. Thus, there is a little less than 1 kg of ice cream per inhabitant of the Perm region per year. During the hot months, the proportion of ice cream consumers is more than 75% of the urban population. At the same time, 46% of the population eat ice cream at least once a week. Among 10-15-year-old Perm residents, the share of active consumers is 82-86%. In Perm, 70% of children aged 7-9 years old eat ice cream once a week and more often, among 10-15 year olds this figure is even higher - 77-79%. Among young people aged 16-24, the share of active consumers in the summer months is 68%, and among people over 55 it is less than 20%. In different regions, the ratio of frequent and rare consumers varies significantly. In Perm, the share of frequent consumers is 50% of the population. The Russian ice cream market is diverse, both in terms of the number of brands and the number of types of ice cream. The level of consumer loyalty to certain brands is quite low, preferences for types of ice cream are more pronounced. In general, the greatest preference is given to ice cream in a waffle cup (60%), about 40% often prefer popsicles, 28% - ice cream in a briquette for one serving. It is obvious that there are factors constraining effective demand for ice cream. Note here that the main factors are the following:

1. High prices for really high-quality and delicious ice cream (mostly imported products), which are unaffordable for people with low and even average income levels (55% of the total population of the Perm Region).

2. Poor palatability of cheap ice cream (mainly locally produced), which does not meet the needs of the population, which has a demanding taste.

3. The main reason for the incomplete satisfaction of demand is the lack of high quality ice cream at a low price on the market.

Analyzing the trends existing in the ice cream market, we can reasonably predict that the sales volume achieved in the region will not increase significantly, because:

· Locally produced ice-cream is designed mainly for consumers with undemanding tastes: as a rule, this is the population with an average and below average income level. The demand of this market segment is already almost completely satisfied.

· The existing volume of imports in the amount of 400 tons/year also fully satisfies the needs of the population, primarily appreciating taste, with an income level above the average (as evidenced by the constant presence of a certain amount of unsold balances). Therefore, a sharp increase in supply in this market segment is also not expected.

In any case, since ice cream is bought in Perm, there are several reasons that make consumers make this purchase. The 20 people I interviewed on this topic mainly singled out the following factors:

· Of course, the first argument that affects the consumer in the dilemma of whether or not to make a purchase is the weather. Ice cream is a seasonal product and demand for it grows only when the air temperature rises above +20 degrees, consumers are convinced that ice cream will help them get rid of the heat or feel at least a little lighter after eating it on a hot day.

Another reason is advertising. Advertising is organized with an emphasis on changing individual consumer preferences and in order to persuade consumers to purchase a product. Ice cream is no exception. An example is the recently appeared ice cream "Ekstrem" by Nestle, although the price for it is higher than the average, partly due to advertising, it has already managed to catch the fancy of many consumers.

· Brightness and colorfulness of packaging has a great influence on consumer choice. The more the ice cream package stands out from other packages, the higher the likelihood that this ice cream will be bought.

· Ten people out of twenty said that their choice would necessarily be influenced by the type of ice cream. I mean ice cream, ice cream with different fillings, nuts, popsicles and other types, there are no friends for the taste and color!

· Least of all was highlighted such a fact as the presence of a certain amount of money from consumers, which must be enough to satisfy the need for ice cream, although, of course, it matters.

CONCLUSION

Before the work, the goal was to identify the factors of demand from consumers in the commodity market. As a result of the research, the following arguments can be distinguished: the price is the main determining factor influencing consumer demand. First of all, the consumer always pays attention to the cost of goods. Advertising plays an important role in influencing the consumer, thanks to advertising, buyers can learn something about the qualities of the product and its manufacturer. Consumer demand is also affected by tastes and preferences, income, brand, expectations, household size, and saturation density of the market with the product of interest to the consumer. It should be noted that for each product there is its own set of demand-determining factors, since in different industries there are different consumers, whose desires may depend on the most unexpected things, up to air temperature and season.

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Following which allows the organization to consistently achieve its goals. In addition to the potential to ensure the future functioning of the organization, another end product of strategic management is its structure and changes, providing sensitivity to changes in external conditions. In an entrepreneurial firm, this requires a managerial ability to notice and...

Introduction

Chapter 1 Theoretical aspects of the analysis of factors and forms of influence on a potential consumer

§ 1. Fundamentals of consumer demand formation

§ 2. Theoretical foundations of marketing research

Chapter 2 Implementation of specific forms and factors of influence on the example of the advertised product "Roland JP 8000"

§ 1. Studies of the commercial environment of the advertised product "Roland JP 8000"

Conclusion

Introduction

This work is devoted to the topic "Factors and forms of influence on a potential consumer." The first chapter reveals the theoretical aspects of the main forms and factors of influence that are used by various firms to increase the number of their customers, namely:

1. The first paragraph of the first chapter analyzes the factors under the influence of which the consumer makes a purchase decision and ways to influence this decision, i.e., the basis for the formation of consumer demand;
2. The second paragraph highlights the answer to the question of how you can identify the value of consumer demand with the help of marketing research;

In the second chapter, theoretical knowledge is applied to develop a set of marketing activities for a real-life company. Roland Corporation, which has been a leading manufacturer of electronic musical instruments for more than 25 years on the market, acts as such a company. This firm pays special attention to scientific and technical development. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them. An advertising campaign is being developed for a new product released at the end of 1997 - the Roland JP 8000 synthesizer. The synthesizer uses a new form of signal synthesis called "physical modeling", the main focus is on innovative technologies that allow you to create a sound that is indistinguishable from analog. In order to correctly develop an advertising campaign for this product, the following tasks were solved:

3. The result of the work done is a calendar plan for conducting an advertising campaign, which sequentially indicates the time, place, quantity and cost of advertising placed.

The problems of introducing a new product to an actively developing market are inherent in a large number of firms. Advertising a new product is quite a challenge. A lot depends on the first launch of a product on the market, and therefore a new product requires a particularly carefully designed and conducted advertising campaign, because it is easier not to make mistakes than to correct them later. This work is an attempt to develop the most optimal advertising campaign, which is based on research materials.

Chapter first. Theoretical aspects of the analysis of the main forms and factors of influence on the consumer

§ 1. Fundamentals of the formation of consumer demand

The concept of demand, its elasticity

To match the needs of people and organizations for goods and services with their goods and services, purchasing behavior is of great interest.

Demand is determined by the solvent need of buyers (consumers). Demand is depicted as a graph showing the amount of a product that consumers are willing and able to buy at a certain price from the prices available over a certain period of time. It shows the quantity of the product for which (ceteris paribus) will be demanded at different prices. Demand indicates the quantity of a product that consumers will buy at different possible prices.

Any price set by the firm, one way or another, will affect the level of demand for the goods. The relationship between price and the resulting level of demand is represented by the demand curve (see Figure 1.1)

Fig. 1.1 Two possible options for the demand curve

The curve shows how much of a product will be sold in the market during a particular time period at different prices that may be charged within that time period. In a normal situation, demand and price are inversely proportional, i.e. the higher the price, the lower the demand. And accordingly, the lower the price, the higher the demand. So, by raising the price from P1 to P2, the firm will sell less of the product. It is likely that consumers on a tight budget, faced with a choice of alternative products, will buy less of those whose prices are too high for them.

Most demand curves tend downward in straight or curved lines, as shown in Figure 7a. However, in cases of prestige goods, the demand curve sometimes has a positive slope of the type shown in Figure 7b. The perfume firm found that by raising the price from C1 to C2, it sold more perfume, not less. Consumers considered the higher price to be an indication of the higher quality or greater desirability of these perfumes. However, if the price is too high (P3), the level of demand is lower than at the price of P2. Demand is more likely to be less elastic under the following circumstances:

1. there is no or almost no replacement for the product or there are no competitors,
2. buyers do not immediately notice the increase in prices,
3. buyers are slowly changing their shopping habits and are not in a hurry to look for cheaper products,
4. buyers believe that the increased price is justified by an increase in the quality of the goods, a natural increase in inflation, etc.

Buying behavior model and purchasing decision process

The growth in the size of firms and markets has deprived many marketing executives of direct contact with their customers, so it is increasingly necessary to resort to consumer research. Recently, firms have been spending a great deal of effort investigating the relationship between marketing incentives and consumer response. The main question is: how exactly do consumers react to the carved incentive marketing techniques that the firm can apply? The starting point of all these efforts is the simple model shown in Fig. . It shows that stimuli, marketing and other stimuli enter the "black box" of the buyer's mind and cause certain responses.

On fig. 1.2 the same model is presented in a more expanded form. In the left rectangle - incentive factors of two types. Marketing incentives include four elements: product, price, methods of distribution and stimulation. Other stimuli are made up of the main forces and events from the environment of the buyer; economic, scientific and technical, political and cultural environment. After passing through the "black box" of the buyer's mind, all these stimuli evoke a series of observable consumer reactions, represented in the right box: product selection, brand selection, dealer selection, purchase time selection, purchase volume selection.

The task of the market leader is to understand what happens in the "black box" of the consumer's consciousness between the arrival of stimuli and the manifestation of responses to them. The "black box" itself consists of two parts. The first is the characteristics of the buyer, which have a major impact on how a person perceives stimuli and reacts to them. The second part is the process of making a purchasing decision, on which the result depends.

Now it is necessary to consider the stages that the buyer overcomes on the way to making a purchase decision and making it. On fig. Figure 10 shows the five stages a consumer goes through. From this model it follows that the process of buying begins long before the act of sale and purchase, and its consequences are manifested for a long time after the act.

Rice. 1.3. Purchase decision process

The buying process begins with the buyer recognizing a problem or need. He feels the difference between his real and desired state. Need can be aroused by internal or external stimuli. At this stage, the marketer needs to identify the circumstances that usually push a person to realize the problem. It is necessary to find out: a) what kind of tangible needs or problems arose, b) what caused their occurrence, c) how they brought a person to a particular product.

An excited consumer may or may not be looking for additional information. If the urge is strong and the product to satisfy it is readily available, the consumer is more likely to make a purchase. If not, then the need may simply be deposited in his memory. At the same time, the consumer can either stop searching for information, or search a little more, or engage in active searches. In search of information, the consumer can refer to the following sources:

• Personal sources (family, friends, acquaintances).
• Commercial sources (advertising, sellers, packaging, exhibitions).
• Public sources (mass media).
• Sources of empirical experience (touch, study, use of goods)

The relative influence of these sources of information varies depending on the product category and buyer characteristics. Each type of source can have a different impact on the purchase decision. The most effective are personal sources.

The consumer uses the information to compile a set of stamps for himself, from which the final choice is made. The question is how exactly the choice is made among several alternative brands, how the consumer evaluates the information. To evaluate options, there are several basic concepts with which it is performed.

First, there is the concept of product properties. Each consumer views any given product as a particular set of properties. Most of all, a person pays attention to the properties that are relevant to his need.

Secondly, the consumer tends to give different weights of importance to the properties that he considers relevant to him. A distinction can be made between the importance of a property and its specificity, i.e., visibility.

Third, the consumer tends to create a set of brand beliefs for himself. The set of beliefs about a particular branded product is known as brand image. The consumer's beliefs can range from knowledge of intrinsic properties from personal experience to knowledge resulting from selective perception, selective distortion, and selective memory.

Fourth, it is believed that the consumer assigns a utility function to each property. The utility function describes the degree of expected satisfaction with each individual feature.

Fifth, the attitude towards branded alternatives is formed by the consumer as a result of his assessment.

The evaluation of options leads to a ranking of the objects in the selection set. The consumer forms an intention to make a purchase, and the most preferred object. Having bought a product, the consumer will either be satisfied or dissatisfied with it. He will show a number of reactions to the purchase, which are of interest to the marketer. The work of a marketing person does not end with the act of buying, but continues into the after-sales period. What determines the degree of consumer satisfaction with a perfect purchase? The answer lies in the relationship between consumer expectations and perceived product performance. If the product meets expectations, the consumer is satisfied; if it exceeds them, the consumer is very satisfied; if it does not meet them, the consumer is dissatisfied. The greater the gap between expected and actual performance, the greater the customer dissatisfaction.

§ 2. Theoretical foundations of marketing research

To compare the needs of people and organizations for goods and services with their goods and services, the purchasing behavior of both the individual consumer and the industrial buyer is of great interest. The behavioral characteristics of large groups of people set the direction for any advertising targeted at these groups. Thus, advertising uses behavioral trends to create a fashion or habit in the behavior of a particular consumer. In order to reliably identify these trends, it is necessary to conduct marketing research. Advertising research is the systematic collection and analysis of information, the specific purpose of which is to facilitate the development or evaluation of advertising strategies, advertisements and splash screens, and mass media advertising campaigns. In essence, it is a type of market research and market opportunities, or marketing, such as market research, which is simply the collection of information about a particular market. To develop strategies for working with the media, to select these tools and evaluate the results of the work, a separate type of advertising research is used, called media research. This type of research is carried out through a subscription to some publication of syndicate research services (for example, Rosmediamonitoring, the Public Opinion Foundation, Comcon-2, etc.), which constantly monitor and publish information on the degree of achievement of the goal and the effectiveness of various mass media.

The boundary between market research and advertising is so vague that it is often difficult to know where market research ends and advertising begins. Advertising research includes four stages (see Table 2.1).

	Stage 1: Definition of strategy	Stage 2: Concept development	Stage 3: Preliminary testing	Stage 4: Post-verification of results
	Before creative work		Until the end of artistic and photographic works	After the campaign
Researched problem	Product class definition Choice of potential group Selecting elements of a case	proof of concept Title check Checking the slogan	Testing printed materials Testing the script Testing radio text	Changing consumer attitude Sales growth
Methodology	The study of attitudes towards the product and the activity of its consumption	Associativity check Qualitative Surveys Comparison of results with forecasts	Evaluation by the buyer's jury Sample Compliance Check Scenario Check	Sales control Request control Checking for a change in customer attitudes

Tab. 2.1 "Main stages of research in advertising"

Classification of marketing research

For the formation of marketing information, it is important to classify it correctly, as this will help determine effective ways to organize valuable arrays and develop rational technological processes for collecting, transmitting and processing information.

A marketing information system (MIS) is an interconnected, continuously operating structure that includes people, equipment and procedures for collecting, processing and transmitting adequate, timely and reliable information for use in decision-making within the marketing program of firms. The system includes four relatively separate subsystems - internal information, marketing research, current external information, information processing and analysis.

Marketing research is the central element of the MIS.

Marketing research is the systematic collection, processing and analysis of data on problems related to the marketing of goods and services.

Marketing research (hereinafter referred to as MI) includes two components: market research, otherwise the study of the external commercial environment, and the study of the activities of the enterprise itself. These two components can be objects of independent research.

Thus, according to the main directions (or according to the objects of study), MI can be divided into market research and research into the market activity of an enterprise. The first of these components includes the main directions:

1). Analysis of the external commercial environment.

1. Studying consumers, including existing and potential consumers, identifying a system of their preferences, intentions, etc.
2. Study of market segmentation.
3. Analysis of the market situation, including the determination of market trends, market capacity, demand volume forecast, etc.
4. Market competition analysis.
5. Analysis of the market positions of the enterprise.

2). Analysis of the internal market activity of the enterprise includes the following main areas:

1. Product research.

1. Price research.
2. Research of product promotion (in other words, bringing the product to the consumer).
3. Study of the effectiveness of product promotion, including the study of the effectiveness of advertising activities.

3). Analysis of the strengths and weaknesses of the enterprise, its problems and opportunities.

According to the degree of coverage of the listed areas, MI can be very different. They can cover the entire set of the listed tasks or some sets of tasks, they can be aimed at solving a particular problem.

According to the regularity of conducting MI, they can be continuous and one-time. Continuous observations are made, for example, of the situation on the market on the basis of information from firms on the progress of product sales, as well as on the basis of published market reviews. Conducting problem research is usually associated with the adoption of important decisions for the enterprise (for example, penetration into a new market).

Depending on the characteristics of commodity markets, MI may also have its own specifics. Thus, in the study of the market for consumer goods, sample surveys are more often used, and in the study of the market for means of production, it is possible to study the majority of buyers and focus on studying their requirements.

There are certain differences in MI depending on which market is being studied - internal or external.

General Procedure for MI Development

The general procedure for conducting MI includes the main steps shown in Table. 2.2:

	Description and formulation of research problems.
	Definition of a specific goal and objectives of the study
	Formation of requirements for the information necessary for the study.
	Formation of a research plan.
	Collection, systematization and analysis of secondary information within a certain problem.
	Correction of sections of the research plan focused on obtaining primary information.
	Collection of primary information.
	Systematization and analysis of the obtained data.
	Analysis of results, formation of conclusions and recommendations
	Preparation and submission of a report with the final results of the study.
	Use of research results.

Tab. 2.2 "Main stages of marketing research"

Below is a brief description of the main stages of MI:

1. The definition of the problem is the formulation of the subject of MI. This stage is decisive for all subsequent ones.
2. There are three main general objectives of the study:

The purpose of the study focuses on its final result; tasks form questions that must be answered in order to achieve the goals of the study. The goal determines the primary orientation of the study. Tasks contain requirements for problem analysis.

1. Here it is necessary to determine the level of detail of the required information, the level of its accuracy and completeness.

The most important methodological tool of research is a hypothesis (a scientific assumption about the structure of the objects under study, about the nature and essence of relationships between phenomena). Working hypotheses should be formed after using the available theoretical and empirical information related to the study area. The formulation of hypotheses precedes the study of reality through observation, experiment, questioning, etc. According to the degree of development and validity of hypotheses are divided into primary and secondary. Primary ones are formed before the collection of empirical data. If they are refuted, then secondary hypotheses are put forward instead. A sample of research is one in which the problem is clearly formulated, concepts are clearly interpreted, and there is one or more general hypotheses that allow the derivation of particular hypotheses and their empirical testing.

1. Depending on the goals and objectives of the study, the state of knowledge about the object under study, as well as the formulated working hypotheses in each case, an MI plan should be developed that determines the content and sequence of operations. There are three versions of the plan: search (reconnaissance), analytical (descriptive) and experimental.

The search research plan is used in cases where there is no clear idea about the problem or object of research. The purpose of the plan is to formulate the problem. The study begins with a general search, during which the problem should be formulated, the main set of research tools - research methods, the order of their application, the order of tasks to be solved. The search plan involves the study in three stages: the study of documents, interviews of experts and the implementation of observations.

The analytical (descriptive) plan is used in cases where the available knowledge about the problem makes it possible to single out the object and formulate a descriptive hypothesis. The purpose of the plan is to test this hypothesis and, if confirmed, to obtain qualitative and quantitative characteristics of the object under study. In this plan, the following set of research tools is used: selective or monographic survey, statistical analysis of the data obtained.

The experimental plan is used in cases where the available knowledge about the object allows us to formulate an explanatory hypothesis. The purpose of the plan is to establish causal relationships in the object, to reveal not only the structure of the latter, but also the reasons for its functioning or development. The most reliable method of achieving this goal is to conduct an experiment.

In real practice, it rarely happens that one of the three types of plan described exists in its pure form. Sometimes all three types of design are combined in one study: it begins with a search, then comes the promotion of descriptive hypotheses, and then follows the clarification of causal relationships through the implementation of an experimental research design.

5. The number and composition of sections of the plan may vary, but two types of data collection should be provided: primary and secondary. Primary data is an array of information obtained in the process of research directly to solve a selected problem. Secondary data include all information that can be made available to the study at the time of commencement of work. Accordingly, two terms are used here: a desk study, and an out-of-office (field) study, the purpose of which is to collect primary data.

Desk research precedes any extra-desk research. This is due to the fact that the cost of desk research is usually much lower than that of field research (information is available and is gradually updated, special collection of new data is not required); there are data that, in principle, cannot be obtained by the firm (large sociological studies, forecasts for the development of science and technology, demographic studies, etc.). Often desk research helps in the process of preliminary analysis to concretize the tasks. Internal information is collected before external information.

6. After the collection, systematization and analysis of secondary information, depending on the results obtained, decisions are made on further research plans. In this case, the following options are possible: a) termination of work (the problem is solved); b) transition to the next stage of the study.

As a rule, after the analysis of secondary information, it becomes necessary to make certain changes and additions not only to the program of subsequent work, but also to the research plan as a whole. After that, you can proceed to the next stage of work - the collection of primary information.

7. Collecting primary information to solve some problems is the only way to get all the information the company needs. Its main advantages include: collection of information for specific purposes (the degree of detail, units of measurement, collection time, etc. are determined, control over the methodology for collecting and processing primary data (high data reliability), availability of all the results obtained with sufficient "closeness" them for competitors and the absence of inconsistency in the data obtained, because all information comes from one source.

But extracurricular studies also have disadvantages: their collection requires a lot of time and money.

In preparing for the collection of primary data, a number of questions need to be answered:

1 – Who collects the data (In-house or outsourced)?

2 - What primary information should be collected? Should the type and extent of information required be specified?

3 - Who or what needs to be investigated?

The procedure for selecting objects of study should be determined. Large and scattered populations are often studied using a sample survey, examining only a part of the population. In this case, it is required to determine the type of sample and the required sample size. There are methods for estimating the sample size in terms of costs and required accuracy, determining the type of sample.

With the help of sample research, one can study, for example, consumer requirements for consumer goods, etc.

The study of industrial goods is often possible with the help of a complete survey, i.e. study of the entire population or its greater part.

4- What methods of data collection should be used? There are four main methods of collecting primary data: survey, observation, experiment, simulation.

A survey is a method of obtaining primary information based on an oral or written appeal to a surveyed population of people (respondents) with questions, the content of which represents a research problem at the empirical level. A survey is the most common method of collecting primary information, especially when studying people's subjective states, opinions and attitudes towards events.

There are two large classes of survey methods: interviews and questionnaires.

An interview is a conversation conducted according to a specific plan, involving direct contact between the interviewer and the respondent. The interview is used at different stages of the study: firstly, it is used at the early stages of the study to clarify hypotheses, objectives, research methods; secondly, it is used as the main research method with a limited sample, especially when it is necessary to obtain information of a socio-psychological nature; thirdly, the interview is used as an additional method of collecting information to other methods (observation, study of documents), as well as to control data obtained by other research methods.

Questioning is one of the most common types of survey, the main components of which are the researcher, the questionnaire (questionnaire) and the respondent. It is considered a fairly operational type of survey, economical. From the point of view of reliability, one or another type of survey is preferred depending on the goals and characteristics of the study. Thus, it is assumed that a questionnaire that provides complete anonymity will allow better research on topics of great personal significance.

Interviews provide deeper and more detailed information about the subjective world of the respondents, while questionnaires provide a massive representative picture. It is advisable to combine a questionnaire survey and interviews in one study, which increases the reliability of information.

The choice of method depends on the goals and capabilities of a particular research plan.

Observation is the direct recording of events by an eyewitness. It is usually used along with other methods, and also in cases where the necessary information cannot be obtained by any other means.

An experiment is a type of research when one or more factors (for example, any element of marketing - from packaging design to advertising media) change under controlled conditions, everything else remains unchanged. For example, to evaluate the effectiveness of a new advertising method, you can apply it to one of the product types, and then compare the sales results of the compared products. The main advantage of the experiment is that it allows you to see the cause and effect (for example, a new ad dramatically increased sales). The main disadvantages are high delays and the inability to control all parameters of the marketing plan or all the factors that affect it.

Imitation is a computer-based method that recreates the use of various marketing tools in an artificial situation (“on paper”), rather than in real conditions. The method is based on the construction of a simulation model. This method is complex, time-consuming and significantly depends on the assumptions underlying the model.

5 - Research cost. The following should be clearly defined: the general and specific costs of the study; time of managers, researchers, technical staff; use of computers, incentives to respond to interviewees (if any), interviewer costs, special equipment costs, and marketing costs (such as advertising, for example).

The costs of the study should be weighed against the benefits to be derived from the study.

6- Conditions for collecting primary data. Here you should get answers to the following questions:

How will the data be collected? Personnel required for data collection should be identified, including their capabilities, qualifications and training.

What is the expected duration of data collection?

When and where should information be collected?

8- Upon completion of the collection of primary data, the researcher must systematize, as well as conduct a preliminary analysis of the data, which includes coding questionnaires, classifying and counting responses, etc.

9- Analysis of the results consists in evaluating the responses received. Usually carried out using statistical methods related to the problem under consideration (especially if questionnaires are analyzed). It is advisable to carry out such an analysis by marketers and statisticians jointly.

11- Reporting the results of the study provides feedback to marketing management, which is responsible for using the results.

As noted, this procedure is of a general nature and can be modified taking into account the specifics of the object under study.

Analysis of the external business environment

The study of the external commercial environment includes, first of all, the analysis of consumption and market segmentation, the assessment of the quantitative characteristics of the market, the analysis of the conjuncture and the study of competition. Let us sequentially consider these problems and methods for their study.

Consumption analysis

The definition of the market is, first of all, a description of consumers. The concept of marketing gives the consumer a priority, in accordance with this, at the initial stage, the needs and requirements of consumers that are supposed to be satisfied are studied.

Consider a system of factors that influence consumer behavior.

	2) Real behavior (selection and consumption of a particular product)
7) Psycho-physiological characteristics consumer		6) Intentions for the future
3) Situational consumer orientations	General consumer situation	4) Permanent consumer orientations
5) Experience of the past		8) Social characteristics of the consumer
	1) Possibilities and conditions of consumption

The listed groups of factors reflect the system of the main characteristics of the consumer.

Group 1 includes: income, property, savings, the nature of housekeeping, prices, etc. The main task of studying these factors is to establish how various prerequisites and conditions of consumption contribute to (or hinder) consumer behavior; how developed are the opportunities and conditions for different groups of the population; what trends of further changes in conditions can be expected.

2 group. Here, formed consumer behavior is evaluated for various groups of goods: activity, development, rhythm and other characteristics of consumer behavior are evaluated.

3rd group. The study of situational consumer orientations helps to measure the assessments and opinions of consumers about the level of satisfaction of their needs, tastes, preferences, etc.

4 group. Identification of inclinations, habits, consumer orientation, including finding out what stylistic qualities of goods consumers pay attention to when choosing and buying goods.

5 group. The study of the experience of the past is based on measuring the level and structure of consumption in past consumer behavior, i.e. reveals the nature of the ongoing changes, the dynamics of consumer behavior.

6 group. Finding opportunities to change consumption, including expected volumes and patterns of consumption, as well as desired and preferred goods and services.

7 group. Includes age, gender, and other similar characteristics.

1. group. It covers such factors as social status, education, nationality, marital status, composition and age of the family, scope of work and its nature.

Groups 7 and 8 serve as the main ones in the typology of consumers.

So, the main tasks of studying consumers are: determining the general characteristics of consumers (i.e., signs that can be used as the basis for typology); study of needs, including unsatisfied ones, study of consumer requirements for the product and its characteristics (including marketing), study of the reasons for low demand, study of the motives and intentions of purchase; determination of consumer preferences of goods and their characteristics; product positioning based on identified consumer preferences; consumer segmentation.

Needs research can be done in a variety of ways. For example, consumers are asked to complete a verbal protocol in which they record information about how they buy and use products, what their desires and assessments are.

Some firms prefer qualitative structural methods. For example, from a set of products, consumers are asked to select the two products they think are most similar and indicate the reason for the similarity. Next, they are asked to choose the two most dissimilar and indicate the reason for their dissimilarity. The process continues until all products are divided into similar and dissimilar.

Purchasing motivation research

The study of purchase motives helps the firm to solve the following problems:

1) Identification of the causes of low (insufficient) demand for the company's products.

2) Ways to increase demand for the company's products;

3) Positioning of own products and products of firms;

4) Segmentation of the consumer market and the choice of "their" target market or checking the correctness of the choice of the target segment, if this choice was made without researching consumer motives.

5) Development of a new product.

Consider the procedure for studying the motivation of consumer behavior in order to identify the reasons for the low demand for the company's products.

The research conducted by a firm (or a third-party firm) in solving this problem can be represented as a sequence of the following steps

Stages of research aimed at identifying the causes of low demand for the company's products

Creating a questionnaire-1

Sampling –1, 2

Conducting a sample survey - 3

Formation of the list of factors - 4

Creating a questionnaire - 3, 9 (product image)	Creating a questionnaire - 2.5 (significance of factors)
Sampling - 3, 10	Sampling –2, 6
Conducting a sample survey, 11	Conducting a sample survey, 7
Formation of a group expert assessment, 12	Formation of a group expert assessment

Identification of factors that do not satisfy the consumer in the goods of firms

given the importance of this factor

1. Questionnaire - 1 is created in order to identify the main factors that the consumer focuses on when choosing a product. The question can be formulated as follows: “What do you focus on when choosing a product?” or “What qualities (properties) of the product play a role for you when choosing?”

2. Questionnaire - 1 should be asked to fill in active buyers of the market of valuable products.

Steps 1, 2, 3 are optional. The researcher can independently form a list of factors, however, in this case, there is a possibility that some significant factors will be missed.

3. Based on the data obtained, a list of factors influencing the purchase is formed (it includes those factors that were named by the majority of respondents plus those that the researcher deems necessary to include).

4. In Questionnaire 2, respondents are asked to rank the factors according to the degree of significance (importance) when choosing, or to evaluate them in points on a scale.

5 points - "very important"

4 points - “important”……………0 points “not important” or on any other scale

5. Survey 2 (as well as Survey 3) should be conducted among former, current and potential buyers of a branded product.

Of particular interest are the questionnaires of former and potential buyers.

In the case of a limited number of buyers (for example, in the market for industrial goods, where the number of buyers is much smaller than in the market for consumer goods), it is possible to conduct a complete survey.

6. The survey, as you know, can be conducted in different forms: telephone interviews, questionnaires by mail, personal interviews. The choice of the survey method depends on the particular study and the possibilities of the study and the possibilities of the researcher.

7. The formation of a group expert assessment is understood as the process of obtaining processing of individual expert assessments (questionnaires) to obtain a single assessment, which should be fairly well coordinated with individual expert assessments and can be considered as their generalization. It is necessary to assess the consistency of individual expert assessments, because with their low consistency, the group assessment does not really make sense.

8. The purpose of the -3 questionnaire is to reveal the image of a branded product in the eyes of buyers. The questionnaire offers a list of factors (formulated in 4, as well as any other factors at the discretion of the researchers). Respondents are asked to rate them in points.

9. Similar to paragraph 5

1. Similar to item 6
2. Similar to item 7
3. The results of the survey - P and the survey - W are compared and the most significant factors that do not satisfy consumers in the company's product are identified.

You can combine the questionnaire -P and the questionnaire -W and conduct a single survey.

EXAMPLE 1: In 1993, due to difficulties with the sale of products, the Board of Directors of Odyssey-RTI JSC conducted a marketing research on the linoleum market in Russia.

The following segments of potential consumers of linoleum of the Listopol, Politeks and Relin-V types, produced by Odyssey-RTI JSC, were identified: public sector sectors (health care, communications, military units); construction organizations; intermediaries (both branch and regional), industry.

A questionnaire was developed, containing, among other things, questions about the consumer properties of Odyssey-RTI linoleum.

The sample covered the entire general population of aggregated consumers - a total of 150 respondents. The return was 35%, which made it possible to characterize with a sufficient degree of accuracy the main trends and processes taking place on the linoleum market in Russia.

Tab. 2.3 "The relative importance of various consumer properties of linoleum in the industry context"

consumer property	Percentage of consumers who marked a property Floor coverage as "very important" (%)
	Construction	Intermediary functions	Health and communication	Industrial enterprises
Color fastness
Thermal and sound insulation
wear resistance
fire resistance
Antistatic properties
Base type

Among the surveyed consumers of flooring, 31.25% were those who had previously purchased products manufactured by Odyssey-RTI JSC. They were asked to evaluate ten consumer properties of the flooring they use. The assessment was made on a four-point scale: 0 - difficult to answer, 1 - bad, 2 - satisfactory, 3 - good. Its results are presented in table. 2.4.

Consumer property of flooring	The sum of ratings of consumer properties of flooring brands
	Politex	Listopol
Color solution
Color fastness
thermal insulation
Resistance to aggressive environments
wear resistance
fire resistance
Antistatic properties
Stability of linear dimensions

Tab. 2.4 "Assessment of consumer properties of flooring"

Positioning of own products and products of competing firms based on identified consumer preferences.

Conducted to identify the strengths of the product or choose the direction of research in the development of a new product.

The general scheme of the study can be the same as in the study of the reasons for low demand, except for a.p. 9-12.

1. - a survey is conducted not only to identify the image of a competitor product.

11. Group assessment is formed separately for each competitor product.

1. So-called "positional maps" can be built (for clarity, these maps are built on a pair of properties). It is useful to build such maps according to the most important properties for the consumer. This will reveal the advantages of the company's product. These cards will not reflect the actual properties of the goods, but the perception of these properties by consumers, i.e. this is a subjective assessment. If you wish and have information about objective characteristics, you can build such maps using objective information. Knowing the "strengths" of your product (those properties that are important to consumers and highly valued in your product), it is easier to create advertising and develop an assortment policy.

In the case where consumer preferences are unknown (it is not clear to the manufacturer in which direction to improve the product), an additional survey can be conducted by asking consumers to describe (evaluate for the same reasons and on the same scales as in 9.-11.) "ideal goods”, i.e. a product that the consumer would buy. If the consistency of consumer responses is very low, then you can segment according to some feature, achieving higher consistency in each individual segment.

If it was decided not to carry out segmentation, then all the opinions of the surveyed consumers can be plotted on a position map and in this way it is possible to identify consumer dissatisfaction with the qualities of existing brands of goods and either improve your product in this direction (if possible), or try to create a new product focused on this unmet demand.

Example: A study of the copier market was conducted in Novosibirsk.

Respondents were asked to evaluate the degree of importance of 16 criteria for consumer choice on a five-point scale. Based on the responses, the following assessments were made (Table 2.3).

Average ratings of the degree of importance of characteristics when buying a copier (0 - not significant at all, 5 - very important)

Characteristic	Importance Rating
Copy speed
2. The presence of scaling
3. Number of colors
4. Copy format
5. Cost of copy
6. Monthly copy resource
8. Electricity consumption
9. Work on paper of any density
10. Brand awareness
11. Quality and reliability
12. Delivery speed
13. Possibility of buying on credit
14. Warranty and post-warranty service
15. Service life
16. Other features Availability of consumables Print quality Ease of handling Dimensions

Tab. 2.5 "The importance of features when buying a copier"

Ratings of various characteristics are differentiated from 1.85 to 5, but clearly the most significant characteristics that received scores of more than 4.5 are the cost of a copy, price, quality, reliability, availability of warranty service, availability of consumables and ease of use. Therefore, these characteristics can be used for a comparative evaluation of copier models on the market (positioning criteria).

Respondents were asked to evaluate such characteristics as ease of use and reliability in relation to the devices used in their organizations on a scale of "High, medium, low". Based on these data and the available information about individual brands of copiers, positional maps were built.

Exploring purchase intent

In this direction of research, two main approaches can be distinguished: 1 - determining the volume of future purchases of individual goods based on surveys of absolute volumes; 2 - development of special indices of consumers' propensity to purchase goods. Work in the field of the first direction was carried out in the West back in the 40s, but they faced a number of difficulties, including the fact that buyers are not always willing to announce their intentions, they are not always clearly aware of their needs, and they do not always follow their intentions. .

Works in the 2nd direction were based on ideas about the decisive role of psychological factors in shaping consumer behavior. At present, in the US, surveys on the intention to purchase durable goods (namely, they are the main subject of research) are conducted regularly and cover hundreds of households. Each questionnaire includes about 40 questions in 3 areas: personal income, economic conditions, conditions for making purchases. Based on surveys, researchers seek to obtain estimates not of the absolute level of consumer intentions for a certain period, but estimates of the directions of their change. At the same time, the task is to determine the causes of changes, as well as the direction of impact on consumer behavior.

Market segmentation analysis

Market segmentation is one of the most important marketing concepts, which refers to the division of the market into groups of buyers, each of which may require separate products and / or marketing complexes (strategies). Through the policy of market segmentation, one of the most important principles of marketing is put into practice - consumer orientation.

The analysis of market segmentation consists in the need to identify the most important features of each consumer group in order to subsequently, at this stage of developing a strategy, orient its policy to meet specific requirements. At the same time, segmentation allows you to identify the most preferred markets for the enterprise and their segments.

The following can be used as segmentation signs:

Geographical, on the basis of which the allocation of customer segments is carried out within certain territories and their characteristics: the size and density of the population, the transport network of the region, the structure of commercial activity in the region, the level of competition, the level and nature of demand for the company's product in the region, the availability of mass media, administrative and economic barriers, the size of consumer enterprises, the economic situation in the region, the presence of unsatisfied demand for goods.

For example, consumer regions can be grouped by the last feature:

a) regions with a favorable economic situation;

b) - with unfavorable.

Another example is the allocation of segments based on the level of demand: a) markets with a high level of demand; b) - with moderate; c) - with low. This kind of grouping was proposed to be done at the stage of prioritization analysis. Markets combined into such groups (in the event that such groups can be distinguished) require a different approach in terms of the use of specific marketing tools:

Socio-demographic characteristics: gender, age, family size, income level, professional affiliation, education, etc.

Behavioral signs of consumers: the degree of use of the product, the motives for consumption, the speed of adaptation to new products, the commitment of buyers to certain trading companies, the reaction to prices and advertising policies.

These two groups of features are more consistent with the segmentation of consumer goods, although some of these features can also be used for industrial goods. There are other signs of segmentation, for example, "psychographic", etc.

Segmentation is not an end in itself. Its main task is to answer the question - whether stable groups of consumers of a given product can be identified. If such groups are not clearly identified, then the company's activities can be focused on all buyers of these products (the so-called mass marketing strategy).

If these groups (segments) are clearly detected during the analysis, then the company faces a choice - whether all segments, their certain totality or a separate segment (strategy of differentiated or concentrated marketing). The choice of a segment in practice means adaptation to the specific needs of a given group of consumers.

The segmentation procedure includes the following main steps:

1. Determination of the main characteristics of consumers and their requirements in relation to the type and volume of goods or services that the enterprise offers.

2. Based on the information received, an analysis of the similarities and differences of consumers is carried out according to the selected characteristics. As a result, the most significant features of segmentation are selected.

3. "Profiles" of consumer groups are being developed. Profiles define market segments by grouping consumers with similar characteristics and needs and separating them from consumers with different characteristics and needs.

4. The choice of the consumer segment (segments) is carried out in the same way as it is done at the preliminary analysis stage.

Stages 1-4 refer to the tasks of marketing research.

The next stage of segmentation relates directly to the formation of a strategy.

5. At the stage of strategy formation, one of the directions is the choice of actions in relation to the identified market segments, namely, the decision on the strategy of undifferentiated, differentiated or concentrated marketing.

Some "basic" segmentation methods can be distinguished. The most important of them is the cluster analysis of consumers (taxonomy). Clusters of consumers are formed into a group of those who give similar answers to the questions asked. Buyers can be clustered if they are of similar age, income, habits, etc. Similarity between buyers is based on different measures, but often the weighted sum of the squared differences between buyers' responses to a question is used as a measure of similarity.

Consumer segmentation based on cluster analysis is a "classic" method. At the same time, market segmentation techniques appeared based on the so-called “product segmentation” or market segmentation by product parameters. The latter is especially important in the production and marketing of new products. Of particular importance is segmentation by product, based on the study of long-term market trends. The process of developing and manufacturing a new product, completing large investment programs requires a fairly long period, and the correctness of the results of market analysis and assessment of its capacity is especially important here. In the conditions of work on the traditional market of standard products, the calculation of its capacity can be carried out by using the summation of markets method. In modern conditions, in order to increase its competitiveness and correctly determine the market capacity, it is not enough for an enterprise to segment the market in one direction - the definition of consumer groups according to some criteria. Within the framework of integrated marketing, it is also necessary to segment the product itself according to the most important parameters for its promotion on the market.

Advertising research is used to develop strategies and test concepts. The results of the research help to formulate the concept of the product, select the target market and develop the main elements of the advertising message.

Advertising programs are significantly influenced by the marketing plan, which allows analysis, criticism and optimization of all campaign activities, including previous marketing and advertising programs, and also suggests the future role of advertising in the complex of market activities. It highlights those activities that will require promotional support and those promotional activities for which marketing support will be needed. Also, the marketing plan determines the focus and direction of the creative development of advertising, not allowing creative impulses to go off the rails of the mainstream; it improves the execution, control and consistency of advertising programs, and ensures the optimal allocation of advertising funds.

Marketing planning is a continuous process that begins and ends with the customer. The research determines the needs and sizes of different market groups. Potentially profitable market segments are selected. Corporate goals are formulated, which, in turn, determine the goals of production, financing and marketing. To achieve these goals, various strategies are being developed that target specific market segments. Finally, the study evaluates the success or failure of the implemented marketing plan, on the basis of which suggestions are made to improve the activity, after which the process is repeated from the beginning.

To successfully run a promotion campaign, you need to answer the following questions:

1.Who? Who are your customers now and in the future. B must correctly segment the market in order to accurately represent who the advertisement is aimed at.

2.For what? What are you trying to achieve? Increase in sales? New product introductions? Holding or gaining market share? Create an image for yourself or maintain it.

4.What? What is the specificity of the product (service) that you are trying to market. What is the uniqueness of its sale?

5.Where? What media is most suitable for your advertising campaign.

What should time be spent on when planning a promotion.

	attraction
Long-term and short-term marketing planning	own professionals	annually
Strategic promotion planning		several times a year
Discussion of marketing and promotion objects	all staff	quarterly
Discussion and evaluation of promotion specifics	all staff	before and after each campaign
Scheduling and Execution		several times a year

1) Goal setting

2) Establishing responsibility

3) Determination of the budget

4) Theme Development

8) Analysis of joint efforts

9) Evaluation of the result

(success/failure)

Goal setting

The hierarchy of advertising goals can be visualized using a pyramid, each subsequent level of which is less than the previous one. Before the introduction of a new product on the market, buyers, of course, do not know anything about it, therefore, the first task of advertising is to lay the foundation of the pyramid by familiarizing a certain part of potential buyers. The next level of the pyramid is the assimilation of information not only about the existence of the product, but also about its purpose and some properties. Further, advertising must convince a certain number of people of the value of the proposed product (the level of conviction). Of those who are convinced of the usefulness of the product, some will move to the next level - to the number of those who want to have this product. And only a very small percentage of the initial number of potential consumers will reach the action level and go to the store to buy the product.

After a certain percentage of buyers have made a purchase decision, a new advertising goal can be introduced: to encourage repetition of the experience of using the product. As the number of buyers and repeat buyers grows, the pattern changes. A new pyramid is built on top of the old pyramid, representing the growing number of people who have entered the level of action of the pyramid due to the acquired habit of repeat purchase. This model helps to understand, by representing people at different levels of the pyramid, what our communication needs are, what goals we can achieve and in what way. So, in relation to new products, the main goal will be to achieve awareness. In relation to the well-known - the creation of attractiveness. For well-known and reputable products, it is most appropriate to use advertising that encourages re-use of the product and encourages action.

Informative advertising. Telling the market about a new product or about new possible uses for an existing product. In addition, information about price changes, about new services provided, dispelling doubts and fears of the consumer, forming the image of the company.

This type of advertising mainly prevails when bringing a product to the market, when you need to create its primary image. For example, fat-free butter manufacturers first educate consumers about its health benefits, taste, and multiple uses for the product.

Persuasive advertising. Forms a preference for the brand, seeks to switch from the brand of competitors to its own. Changes the consumer's perception of the properties of the product, seeks to induce him to make a purchase without delay or accept a traveling salesman. Persuasive advertising is of particular importance at the stage of growth, when the task is to create selective demand. It seeks to validate the benefits of one brand by specifically comparing it to other brands in the same product class. So-called comparative advertising is used in product categories such as detergents (eg soap "Safe Guard", toothpaste "Blend a med"). This also includes advertisements for Duracell batteries, Bridge Stone car tires, etc.

Reminder advertising. Reminds consumers that the product may be useful to them in the near future, informs where it can be purchased, keeps products in mind during off-season periods. For example, advertising a store selling sheepskin coats in late summer - early autumn. This type of advertising is extremely important at the stage of maturity so that the consumer does not forget about the product. PepsiCo TV commercials are intended simply to remind people about the drink and to inform or convince them. Next to it stands and reinforcing advertising, which seeks to assure the buyer of the correctness of the choice made. Quite often, celebrities from posters or TV screens admire some product or feature of its use (D. Malikov in an advertisement for Head & Shoulders shampoo or N. Fomenko advertising Vist-1000 computers).

Advertising as the main element of stimulation. It is an effective way to reach a wide geographic coverage of the population, while counting on one advertising contact, small costs are needed. Television advertising, as mentioned earlier, may require large allocations, newspaper advertising requires much less.

Establishing responsibility

After setting goals, in advertising, as elsewhere, it is necessary to establish accountability. Who exactly will be involved in the advertising campaign; a division of a firm or an independent advertising agency. Although it often happens that in addition to its advertising departments, the company uses the services of external advertising agencies, and different ones for each product group.

Determination of the budget

Public relations and information materials

Photos

Sponsorship

Holding open days, etc.

Postage

Donations

Membership (Societies, Chambers of Commerce)

Printing and design services

Media placement

Photos, graphics, design, typists

Printing Services

Correspondence

Postal directories

Payment for TV and radio studios, services of presenters and actors

The cost of advertising should be evaluated in two ways. First, the total costs for a particular medium are determined (for example, about $5,000 for a multi-color, full-page ad in a magazine); secondly, the cost per reader or viewer (usually per 1000 people, but for newspapers per million).

Radio

A television

Newspapers

Price lists

"Yellow Pages"

Specialized directories (regional, seasonal, publications of Chambers of Commerce)

Trade or production directories

Business cards of your sellers

"Direct Mail"

Notices

Sale flyers

Postcards

public relations

Press release

Articles in newspapers and magazines

Open days

Business meetings

Interview

Sponsorship

Seminars

Club memberships, etc.

telemarketing

telephone marketing

Questionnaires

Service delivery: response to customer complaints; Special offers

From sale to sale

Presentation material

Personal letters

Client offers

Sales personal training

Promotion

Providing discounts

Coupons (discounts)

Matchboxes, key chains, lighters, etc.

Information pages

Sales points

Store equipment and decoration

Lighting

Other types of promotion

Flyers

Handouts

Balloons

“Clamshell display”

For the advertiser, the task of choosing a means of distributing his advertising message is very important. To do this, he needs to decide how wide the reach of his advertising should be, how often it should appear, choose the main means of its distribution depending on their cost, etc. These criteria are listed below in full.

Reach means how many people with one contact will be able to get acquainted with the advertising message. For television and radio, for example, this is the total number of viewers (listeners) who encounter an advertising message. For printed matter, coverage includes two components - circulation and transmission rate (how many times each copy reaches a new reader). For example, one copy of the newspaper “Extra M” is read by about 5 people. In addition, the transmission rate for magazines is much higher than for daily newspapers.

Appearance frequency determines how many times the average representative of the target audience should encounter the appearance of advertising. It is highest for newspapers, radio and television, where advertisements appear daily. Telephone directories, any outdoor advertising, magazines and Direct Mail have the lowest frequency. It should also be remembered that information in special telephone directories can be placed or changed only once a year.

Force of influence advertising contact depends on the chosen distribution channel. For example, a radio ad is less impressive than a TV ad, and different magazines, for example, may have different levels of impact. It is highest in television, because it is able to combine sound, color, movement and other factors. This figure is also significant, in general, for journals. Some newspapers, such as Speed-Info, specifically improve their printing techniques in order to print color photographs and increase their impact.

The persistence of the message indicates how often a given advertisement catches the eye and how much it is remembered. A large number of people see outdoor advertising, roadside announcements and telephone directories; magazines are stored for a long time by the consumer, meanwhile, advertisements on radio and television last an average of about 30 seconds.

The fullness characterizes the number of advertisements contained in one program, one page, one publication, etc. If many advertisements are given, then the occupancy is very high. Television is often criticized for playing very short commercials over and over again. Since 1967, the number of commercials on television has tripled.

Submission deadline- this is the period for which the information source can place an advertisement. It is the smallest for newspapers and the largest for magazines and telephone directories. Its duration indicates how many weeks or months a firm must plan ahead for its advertising campaign and face the possibility of getting the wrong messages in an ever-changing environment. In popular TV shows, the presentation period can also be long due to the limited number of advertisements transmitted.

A useless audience is that part of the audience that is not targeted by an advertising campaign. Due to the fact that advertising efforts are aimed at mass audiences, this is a very significant factor. For example, in a hobby gardening magazine, a firm placed an advertisement for garden houses, determining through market research that about 500,000 readers were interested in such structures, and 150,000 were not. Accordingly, the cost of such an advertisement will be equal to:

In order to correctly solve the tasks assigned to advertising, its developers use different methods. Many ideas come from conversations with consumers, distributors, and retailers. An advertising campaign for Schlitz beer under the motto “When you don’t have Schlitz, you don’t have beer” arose after an advertising agency employee accidentally heard this phrase in a Pivbar: one of the clients told her bartender in response to a message that “ Slot" no.

Some creatives try to imagine what type of reward - rational, sensitive social satisfaction or self-esteem satisfaction - buyers expect to receive in the form of an experience. As a rule, many different types of advertising messages combine types of reward with types of experience. First of all, the appeal should tell the consumer something desirable or interesting about the product, and besides that, something interesting and special that distinguishes this brand from others. It must be plausible and provable. The impact of conversion depends not only on what is said, but also on how it is said. Conversion can be decisive in product categories such as detergents, cigarettes, coffee and beer. Since these products are similar, it is the appeal that allows you to highlight the necessary brands in a variety of others. In addition, the advertiser needs the message to attract the attention of the target audience.

At the beginning, the advertiser provides a task to develop the text of the future ad, in which he specifies its main points (tasks, content, argumentation). After that, professionals will have to find the style, the necessary words, the tone and the form of the incarnation of the appeal.

Any appeal can have different styles.

1. Sketch from nature. It can be, for example, a well-off family in a real home environment expressing satisfaction with a new vacuum cleaner.

2. Emphasis on lifestyle. Emphasis is placed on a certain lifestyle. You can give an example of advertising perfumery "Harley Davidson" - Spirit of freedom.

3. Fantasy setting. (Welcome to the world of Wispa. The world of beauty, romance and happiness).

4. Creating a mood or image. For example, advertising chocolates Dove, Hershey's (There are moments embraced by tenderness and love), "Bounty" (heavenly delight).

5.Musical. Several persons or characters sing a song about a product, such as in an advertisement for Coca-Cola.

6. Use of a symbolic character. (Cowboy Marlboro, Rabbit in an advertisement for the drink "Nesquik").

7. Emphasis on technical or professional experience. For example, a beautician in an ad for Lux soap, or a dentist in an ad for Blend a Med.

8. Use of scientific data. As for example with the advertising campaign of soap "Safe Guard".

9. Use of certificates in favor of the goods. When a product, as mentioned above, is advertised by celebrities or ordinary people declaring how they like it.

At the same time, a suitable tone should be selected. Philips advertises in a positive tone, with an occasional touch of "coolness". Some firms in their advertising campaigns operate to a sense of humor humor, others "solidity" of advertising.

Chapter Two. Implementation of specific forms and factors of influence on the example of the advertised product "Roland JP 8000"

§ 1. Marketing research of the external commercial environment

Company Information

Roland Corporation is a leading manufacturer of electronic musical instruments. It has been on the market for over 25 years. Pays special attention to scientific and technical development. About 60% of the latest developments used in synthesizers belong to this corporation. In terms of sales volume, Roland is a leader in the professional music equipment market. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them.

Produces the following products: digital pianos and organs, synthesizers, electronic percussion, samplers, sound recording equipment, multimedia products and various accessories for them, guitars.

Product information: Roland JP 8000 synthesizer

The synthesizer uses a new form of signal synthesis called "physical modeling" (the process of processing the basic forms of sound waves by the built-in processor, i.e. the reproduction of mathematical models of various forms of harmonic oscillations). The main emphasis is on sound quality, which has much in common with real analog synthesizers.

The product was developed in 1997. From the point of view of the theory of the life cycle of goods, it is at the stage of introduction to the market. In this regard, the advertising of the product should emphasize its novelty and the use of advanced technologies.

Formulation of the problem

When entering the market with a new product, the firm must decide when, where, to whom and how to offer it.

1) WHEN. The first decision should be made about the timeliness of the release of new items to the market. Critical for the release of new products can be such situations as an economic downturn, an unfavorable situation in the industry, the irrelevance of this development at the moment.

3) TO WHOM. In a group of successively developed markets, the firm must select and focus on its main sales promotion efforts. It is necessary to choose the most important market segments and ways to attract them.

4) HOW. The firm must develop a plan of action for the consistent introduction of a new product to the markets.

Market Research

In the second half of the 90s, there were major changes in the world of synthesizers. In the beginning, it was expressed in the rise of interest in old models of synthesizers, especially released in the 70s. "Minimoog" has again become a must for every keyboardist, and prices for it have increased several times. Manufacturers initially ignored this movement, considering it a temporary zigzag of fashion, but the duration and size of demand for old models have reached such values ​​that it has become impossible not to notice them. At the same time, sample playback technology was hit not only by the past, analog synthesis, but also by the future, physical modeling. Instruments of this type are able to provide an effective, expressive solo performance, while putting forward increased requirements for the preparation of the performer. As a result, recent keyboards offer more options for solo performance, both expressive sounds that respond well to the individual style of the player, and a variety of real-time controls.

To date, on the EMR market, in particular synthesizers, there are the following models that use the principle of physical sound modeling (in the price range from $1,500 to $2,500):

Peavey DMP SI ($2,218);

Kawai K 5000 S ($1,736);

Korg Z 1 ($2,220);

Nord Lead ($2,500);

Roland JP 8000 ($1,695).

In addition, to this group for comparison, you can add for comparison the old generation synthesizer Ensoniq KT 88 ($ 2,195), which uses the principle of sample playback.

In total, there are about forty music stores in Moscow, and only 10 of them have the above instruments in their assortment: A&T Trade (Ensoniq KT 88, Korg Z 1), A-PRO (Ensoniq KT 88, Korg Z 1, Roland JP 8000), Invask ( Korg Z 1, Roland JP 8000), Petroshop (Peavey DMP SI, Roland JP 8000), D.M.S. (Roland JP 8000), ART Technology (Ensoniq KT 88, Roland JP 8000), Grand Mystery (Kawai K 5000 S). All stores are distributors.

Roland Corporation has a fairly developed sales network, unlike competitors.

Thus, the following conclusion can be drawn. This product has many valuable qualities that contribute to product promotion: its technical characteristics meet the latest market requirements, the price is slightly lower than that of competitors, and there is a well-organized distribution network.

Market segmentation analysis

The market for musical instruments can rightfully be classified as a business market. The specificity of business markets is that products sold in business markets are often intended for resale to a general buyer. The same criteria can be used for segmentation as for the consumer market. However, business markets have their own distinctive features. They may be classified according to the "Standard Industrial Classification" (USA), may be concentrated in one or another geographical area, they have a relatively small number of buyers. The market of musical instruments is largely concentrated in large cities: Moscow, St. Petersburg, Novosibirsk, Kaliningrad, Krasnoyarsk, Kharkov, etc. According to statistics, 63% of the electronic musical instruments market is concentrated in Moscow and St. Petersburg. In this regard, it seems appropriate to focus on these markets.

In addition, segmentation of business markets can be carried out in terms of marketing policy. Then all consumers can be divided into three levels:

The third level is dealers (the largest intermediary firms). The third level in this particular case is quite clearly defined: the official distributors of the Roland corporation are the Petroshop, Invask, A-PRO, D. M.S., ART Technology.

The process of evaluating new products and making purchases of professional equipment is much more complex and less flexible than that found in the consumer market. The buying decision process can take weeks, months, or even years. In this case, trading and intermediary companies are chosen as direct buyers, where a purchase decision can be quickly made.

Now let's move on to the segmentation of end customers who are direct users of EMR. This segmentation is most important for product positioning and requires more detailed consideration. The market of consumers of musical instruments of the studied class mainly consists of professional musicians who have reached a certain level of fame. The main criteria for segmentation can be the popularity of musical groups, as well as the style in which these groups work. Traditional segmentation criteria (age, gender, social status, marital status) are not decisive. Segmentation is presented in Table. 2.1

musical style	Electonic music new direction
	Pop electronics
	Pop music
		the group's popularity

Tab. 2.1 "Segmentation of end-users of EMR"

This segmentation is rather conditional and the following explanations should be given to specify the concepts.

Variety music has been defined as easy to understand and popular among the people. The vast majority of Russian musical groups can be attributed to this segment. Such music is distinguished by fairly simple arrangements, low (in most cases) sound quality, and the absence of complex synthesized sounds.

Pop electronics is a musical direction created in the late 1970s. This direction combines new electronic and computer technologies with the ease of perception of pop music, using such musical styles as rave, happy hardcore (Roman Ryabtsev), lollipoptechno (Russian Size), dream house (DJ Groove), house ( "New Composers"), etc.

According to this classification, electronic music of a new direction (1992-1993) includes all electronic groups playing in the following styles: electronic minimalism (“Types of Fish”), jungle (“Barbitura”), trip-hop, tech-step, goa trance ("Radiotrans"), hardcore, electronics ("Ministry of Psychedelics"), etc. This segment, although the smallest of all three, but it is the consumer of almost 70% of all analog synthesizers. In view of this, it is advisable to make it your main addressee. In Russia, there are still quite a few musical groups working in this direction. However, the development of a new trend is proceeding at a rather rapid pace, which allows us to predict a growing wave of demand for EMR of the Roland JP 8000 type.

Based on the conducted market segmentation, it can be concluded that the main buyers of the synthesizer will be electronic groups of a new direction with medium and high popularity, the second most important target segment is electronic pop groups with medium and high popularity.

Purchasing motivation research

The marketing research was carried out in order to determine the segments of potential consumers of EMR (electronic musical instruments) such as Alesis QS-8, Ensoniq KT-88, Peavey DMP SI, Kawai K 5000 S, as well as to find out the preferences of EMR consumers of this class. The above tools are the main competitors of Roland.

For research, interviews were used as a survey method for collecting primary information, as well as the method of peer review. The experts were employees of large stores selling musical instruments Petroshop, Invask, A-PRO, D. M.S., ART Technology, which are the official distributors of Roland.

consumer property	The share of consumers who marked the property as very important (max=10)
	Electronic music of the New Direction	Variety electronics	Pop music
1. Multitimbrality*
2. Polyphony*
3. Quality (density) of sound
4. Compatible with GM and GS* format
5. Effects
6. Possibility of changing the quantitative parameters of the synthesis
7. Number of outlets*
8. Precision simulation of musical instruments
brand fame
Reliability
Warranty and post-warranty service
Ease of handling
Dimensions
Keyboard

Tab. 2.2 "Consumer assessment of the target segments of the parameters of the studied synthesizers"

The table shows the relative importance of various consumer properties of EMR, in particular synthesizers, for segmented sections of the consumer market.

Positioning of the Roland JP 8000 synthesizer and competitor products based on identified consumer preferences

We will compile a summary table of the technical characteristics of the studied EMR, based on the company's materials.

Name			Keyboard	Multitembrality	Polyphony			Effects pr./alg. alg.	Other possibilities
									sequencer
									sequencer
									Arpeggiator, disc drive
									Arpeggiator
									Arpeggiator, Phrase Sequencer

Tab. 2.3 "Technical characteristics of the studied instruments"

The table gives the exact technical characteristics of the EMU. But for the analysis of the situation on the market, they can not help in any way. It is necessary to compile a table of expert estimates of these technical values. Moreover, the experts in this case will be the most highly qualified users, such as studio sound engineers, since there are no independent professional sound equipment appraisers in our country yet. To conduct this study, sound engineers from ten leading studios in Moscow were interviewed. Their answers were processed accordingly, the average value of their marks was calculated and the results were entered in the table.

Tab. 2.4 "Expert assessment of the technical characteristics of the EMU"

	Ensoniq KT 88	Peavey DMP SI	Kawai K5000S	Korg Z 1	Nord Lead	Roland JP 8000
1. Density of sound
2. Synthesis quality
3. Precision simulation of electronic analog instruments
4. Precision simulation of live musical instruments
5. Multitimbrality
6. Polyphony
7. Effects
8. Number of outlets
9. Compatibility with GM format
Brand awareness
Reliability
Keyboard
Ease of handling
Additional features

In order for the results of the research to be more visual, positional maps should be compiled. The difficulty lies in the correct selection of positioning criteria. The classical approach involves the construction of a positional map with the dependence of only two criteria, such as price/reliability or price/sound density. But the decision-making by the consumer is almost always influenced by a combination of factors represented by this tool. Then it is advisable to divide all the characteristics of the tool into two groups, which can be conditionally called as follows:

1. sound quality;
2. specifications.

The first group includes all instrument parameters that in one way or another affect the final sound, namely: sound density, synthesis quality, accuracy of imitation of live and electronic instruments, effects. The second group includes the actual technical characteristics that are not directly related to the sound quality, namely: multitimbrality, polyphony, number of outputs, compatibility with the GM / GS format, reliability, keyboard, ease of use, additional features, as well as brand awareness. According to these criteria, positional maps 1 and 2 were compiled, presented below.

Based on the conducted market research, a method for promoting the product is planned, a product concept is formulated, realistic goals are set for the advertising campaign, the time and place for the advertising campaign, marketing means to attract potential consumers, specific media are chosen, and an advertising message is formulated taking into account the target group. and a plan of promotional activities is drawn up.

This product has many valuable qualities that contribute to product promotion: its technical characteristics meet the latest market requirements, the price is slightly lower than that of competitors, and there is a well-organized distribution network.

Product concept

The development of the JP 8000 synthesizer is a response to the growing market demand for live synthesizers. This instrument combines an analog sound with an analog type of adjustment and control. The synthesizer uses a new form of signal synthesis called "physical modeling" (the process of processing the basic forms of sound waves by the built-in processor, i.e. the reproduction of mathematical models of various forms of harmonic oscillations). The main emphasis is on sound quality.

Target Audience Selection

Based on the conducted market segmentation, it can be concluded that the main buyers of the synthesizer will be electronic bands of a new direction, which have medium and high popularity; the second most important target segment is electronic variety groups with medium and high popularity.

In terms of marketing policy, all consumers can be divided into three levels:

The first level is end users (musical groups, sound engineers, composers).

The second level is recording studios, which in one way or another are oriented towards the final consumers of EMU.

The third level is dealers (the largest intermediary firms, such as A&T Trade, Slami, MS-Max, etc.). The third level in this particular case is quite clearly defined: the official distributors of the Roland corporation are the Petroshop, Invask, A-PRO, D. M.S., ART Technology.

This advertising campaign is intended to promote a fundamentally new synthesizer model to the market and is tied to two music exhibitions. In accordance with the theory of the advertising pyramid, advertising goals are represented as follows:

1. During the advertising campaign, disseminate among 60% of the target audience information about the new development of the Roland company, which is revolutionary in the world of music technology.
2. Inform 50% of this “informed” group that the Roland JP 8000 synthesizer has high sound quality, uses the principle of physical modeling, can simulate the sound of analog synthesizers, and has a variety of real-time controls.
3. Convince 50% of this “informed” group that the Roland JP 8000 synthesizer is of very high quality, gives a good sound, is indispensable for professional musicians, and also convince them to visit the exhibition stand.
4. Encourage 50% of this "convinced" group to come to a retail store or trade show to experience the advertised product.
5. Motivate 50% of this willing group to actually purchase a Roland JP 8000 synthesizer from a retail store.

1. Bring information to consumers who belong to the selected target market segment about the new product;
2. Concentrate advertising efforts in the city of Moscow;
3. Ensure the continuity of the advertising process and ensure that the mass of advertising remains unchanged throughout the entire advertising period;
4. Use the media that will help solve strategic problems and convey the necessary information to an audience that belongs to the target segment;
5. Make the main emphasis on the exclusivity of the technology of the quasi-analogue type of synthesis, on its highly professional purpose, on the simplicity of real-time operation;
6. Try to achieve the highest frequency of advertising and enhance the impression of it.

The most successful time to enter the market with a new synthesizer model is spring, since it is in spring that the demand curve for synthesizers rises to its highest point. This is due to the fact that a large number of music exhibitions take place in the spring. In summer, demand tends to drop. Therefore, it will be most optimal to conduct an advertising campaign in the period from January to May. In June, July and August take a break from the advertising campaign. Depending on the results obtained, plan further promotion of the product.

Regional aspect of product promotion

The Roland JP 8000 synthesizer is a fundamentally new product. Based on this, it is better to organize product promotion in a geographically small but highly concentrated market. Moscow is most suitable for the role of such a market.

The benefits of using exhibitions are as follows:

1. focus on a specific target group, and the higher the degree of professionalism of the product, the more important the role of the exhibition in promotion;
2. the possibility of comparing competitive products, based on the conducted market positioning, it can be concluded that such a competitive neighborhood is profitable;
3. the possibility of distributing advertising literature to a specific target audience;
4. the opportunity to demonstrate the JP 8000 synthesizer in action, to provide the buyer with the opportunity to listen to the sound for themselves and be convinced of its merits;
5. the possibility of collecting data for further marketing research.

Within the music equipment industry, there are four exhibitions each year, two in the spring and two in the fall. Roland will take part in spring exhibitions, namely:

When planning your participation in the exhibition, it is necessary to take into account such factors as

1). Stand size and location;

2). Desired image or impression of the stand;

3). Nomenclature of exhibited goods;

5). The cost of the above activities.

For the exhibition, flyers with prices, advertising magazines and catalogs must be prepared without fail.

Leaflets should be of two types: with prices for all types of company products and with information about the new synthesizer.

Magazines should contain interesting and useful information about what's new in the world of musical equipment, as well as information about the company's activities in the form of interviews with the CEO.

Catalogs should contain a brief description of all models produced, illustrated with a photograph.

The media selected below will be used to inform consumers about these exhibitions.

Choice of media

The target audience of buyers of synthesizers is no more than one percent of the total population (data for Moscow). Therefore, when planning advertising, you should not strive for maximum coverage? on the contrary, it is better to focus on selectivity.

After mail advertising, magazines are the most selective. Of course, the ideal option would be to use mail advertising, in which the selectivity is about 90%. But there are at least two major obstacles to doing so. Our country does not yet have a database of addresses of professional musicians, and it is unlikely that it will appear in the near future. Creating your own database requires considerable costs that may not pay off. The second hurdle is that mail advertising has already lost its prestige due to the many useless advertisements being put into mailboxes by advertising peddlers.

Thus, magazines are chosen as the main mass media. Magazine advertising has a number of significant advantages:

1. The purposefulness of the appeal is achieved through the use of thematic journals;
2. The ability to use bright and memorable design elements;
3. Advertising a product in a specialized publication can raise the prestige of the manufacturer.

When analyzing magazine products, the following professional magazines for musicians were found:

1. "Show-Master" - a monthly magazine with a circulation of 18,000 copies;
2. "In-Out" is a monthly magazine with a circulation of 20,000 copies
3. "Music Review" is a black and white monthly magazine with a circulation of 3,000 copies.

In addition, when analyzing the readership of various youth magazines, it turned out that about 3% of the readers of the Ptyuch magazine (a monthly magazine with a circulation of 110,000 copies) are professional musicians. This magazine is quite popular with them, but not as a professional one, but as an entertaining one. In such a magazine, you can place an interview with a musician who uses the Roland JP 8000 synthesizer in his work. The musician must be a fairly well-known and authoritative person, both among the adherents of the new musical wave, and among musicians who prefer the dance style. A suitable candidate for this role was "Shamen", who used in his new album "Roland JP 8000". This album was written as a soundtrack for the film "On a Cloud". Quote from his interview in Keyboards magazine: “The possibilities of this tool can hardly be overestimated. Despite the intimidating number of buttons and knobs, it is surprisingly easy to use. Believe me, I'm not advertising this instrument, its advertising is the sound quality... I think it's possible to make a sound like the one that exists in the JP 8000 with my old analog synthesizer. To do this, I need about three dozen people to crowd around him and each turn two regulators. It's not real - you understand ... ". Such an article should significantly expand the scope of the synthesizer and draw attention to it. The article is planned to be published in the March issue of the journal.

Magazine advertising must be supported by other media to increase impact. In recent years, television has become the most popular advertising medium. Basically, television is used to advertise consumer goods; for highly specialized goods, the costs per consumer belonging to the desired target audience will be too high. In addition, it is very difficult to raise the prestige of the brand by placing an advertisement for a highly professional product between an advertisement for soup seasoning and washing powder. But there is a way out of this situation: you can make an advertisement in the form of an author's story and show it in a thematic program. There are many music shows on television, but they are all entertainment. The only program that touches on the topic of musical equipment is "Program A". It has a mandatory heading that talks about musical instruments. But this transmission has a significant drawback. Live musical groups perform in it, and it is logical to assume that the audience will also be musicians playing live. Although it is quite possible that in the near future the fusion of live performance and electronic music will become quite commonplace. This trend is reflected by the Mumiy Troll group, which was named the most popular musical rock group in 1997.

Thus, it was decided to place four "Public Relation" stories in "Program A" according to the following schedule:

1. The first story goes a week before the exhibition "Music-Show-Technique 98" in order to inform about the participation of the company "Roland" at the exhibition and the presentation of the new synthesizer "Roland JP 8000";
2. The second story comes right after the exhibition. This story is formatted as a report. First, there is a brief story about the exhibition itself, then the presenter speaks in the first person about the merits of the synthesizer, and everyone who missed this exhibition is advised to go to the next one;
3. The third plot is prepared similarly to the first;
4. The fourth is similar to the second, with the difference that at the end of the story the host advises visiting professional musical equipment stores where this synthesizer is sold, but without specific names and addresses (otherwise it will be an open advertisement).

Recently, another new type of advertising has appeared - advertising in computer networks. More and more musicians are writing music using a computer as a sequencer. In addition, the Internet is becoming more accessible to the user. This advertising is quite effective at its low cost compared to other types of advertising. The company "Roland" has its own page in the com.-network, but a certain inconvenience is caused by the fact that it is made in English. It is necessary to design a Russian-language page and make hypertext links to it in various music sites. The page should be as informative as possible. The advantages of posting information on the WWW are its focus on certain levels of users and fame in world circles.

Distribution of actions

The company has a department for conducting an advertising campaign, which should be entrusted with the development and implementation of the AC. In table. 2.5 shows a diagram of the central group for the management and control of an advertising campaign (includes employees involved in costing).

Table 2.5 "Central advertising campaign group"

For the use of electronic media, it is better to contact advertising agencies. This is due to the fact that advertising agencies have significant volume discounts. They will be able to advertise on television, small companies will be able to make a program about the product. The creation and design of the site is entrusted to a design computer firm. It is also desirable to develop stands in design firms. It is better to contact magazines and newspapers directly to the departments of advertising and publications, since almost no one is engaged in wholesale purchases of advertising space, and placement through agencies will cost more.

§ 3. Development of a set of specific measures during the advertising campaign for the synthesizer "Roland JP 8000".

The cost of the product is $1,695.

	Price	Required	Expenses
Participation in exhibitions 1). "Music-show-technique 98" 2). "Music-Moscow 98"	1 sq. m of exhibition space - $350 Design - $2,400 1 sq. m of exhibition space - $200 Design -$2,000
"PR" stories on television	1 min - $3,000	4 stories for 1 min
1). "Musical equipment" 2). "In/Out" 3). "Show Master" 4). "Ptyuch"	Ad 1st - $500 Advertised 1 page – $3,200	5 ads 1 line 5 ads 1 page 5 ads 1 page 1 article 1 page
Catalog
	1 PC. – $2.00
Leaflet	1 sheet - $0.50	3000 sheets
	Page creation - $200 (registration) + $200 (design)	1 Web page

1. Participation in exhibitions(organization of own stand)

Participation in exhibitions provides an opportunity to demonstrate your product, attract representatives of all three levels to the stand. The working group on the organization of exhibition stands should develop a plan for presenting information at the stand. The department for the development of the corporate identity of the product carries out the design processing of the stand. Several (4-8) employees are assigned to the booth from the reference information and customer service department. The overall level of awareness, correctness and appearance of the employees at the stand, the design and technical level of the stand itself determine the image of the company and the interest of visitors in the exhibited product.

Also at the stand you can hold lotteries, free distribution of pens with the company logo, leaflets with prices, contact numbers and a list of services provided, advertising magazines.

2. Holding conferences and seminars. Holding conferences and seminars is the main way to draw attention to your product of the third and fourth level of consumers (heads of music studios, heads of dealer companies). A competent explanation of the advantages of this product leads to the conclusion of contracts for the supply of musical equipment to studios and intermediaries. Conferences and seminars can also be held at stands.

3. Advertising on television. Advertising on television is not the most effective due to the specifics of the product; in this case, distrust from the last two levels to this product should be foreseen, since the product is highly specialized and complex. The video should be made in the form of a "PR" story in a section about musical instruments. Also, the press relations group must negotiate with large television companies that make reports in news releases about the presentation of information about the product being sold (hidden advertising, publicity formation).

4. Advertising in a magazine. Advertising in a magazine is one of the most convenient, since you can not only give an advertisement in a generally accepted format, but also give an interview with the head of the enterprise, hidden advertising or just an article about the company. All selected magazines are focused on music technology, the press department must provide full information about the benefits of the product. It is better if the information about the product precedes the music exhibition and there is an indication of a specific stand.

5. Advertising in computer networks (Internet). This advertising is absolutely new and very effective at its low cost compared to other types of advertising. All providers (“providers” of the Internet) make it possible to organize their “page” (Web site) in WWW (World Wide Web) - a global hypertext information system. Hypertext is text with markups that link to other places in the text. While reading such text, you can see the highlighted words, when you click on them with the cursor, you can get additional information. The advantages of posting information on the WWW are its focus on certain levels of users and fame in world circles.

6. Printed promotional products (leaflets and advertising magazines). Leaflets should contain useful information with product prices, contact numbers and a list of services provided. Leaflets must be put on the stand (many enterprises send employees to exhibitions to collect information from the stands). Also, leaflets can be put on the shelves of specialized computer stores or handed out at the main entrance of the exhibition and not far from the stands. Advertising magazines should, in addition to advertising information, contain various articles about the latest achievements in the music world. The magazines will be issued after filling in a specially designed questionnaire (to analyze the opinions and desires of potential consumers).

1. Exhibition, conferences, seminars.

3. Television. A few days before the exhibition, a video with brief information about the product that will be presented at the exhibition is launched. During the exhibition there are information programs. At the end of the exhibition, programs are created with summing up.

4. Leaflets. Information is distributed at the stand and at the entrance to the exhibition.

Conclusion

In this paper, the topic "Factors and forms of influence on a potential consumer" was considered. The first chapter is devoted to the theoretical foundations of the forms and factors of influence used by various firms to increase the number of their customers, namely:

1. The first paragraph of the first chapter analyzes the factors under the influence of which the consumer makes a purchase decision and ways to influence this decision, i.e., the basis for the formation of consumer demand;
2. The second paragraph highlights the answer to the question of how to identify the presence or absence of consumer demand through marketing research;
3. In the third paragraph, we are talking about the theoretical organization of specific measures to attract the consumer, namely the planning of an advertising campaign.

In the second chapter, theoretical knowledge is applied to develop a set of marketing activities for a real-life company. Roland Corporation, which has been a leading manufacturer of electronic musical instruments for more than 25 years on the market, acts as such a company. This firm pays special attention to scientific and technical development. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them. An advertising campaign is being developed for a new product released at the end of 1997 - the Roland JP 8000 synthesizer. The synthesizer uses a new form of signal synthesis called "physical modeling", the main focus is on innovative technologies that allow you to create a sound that is indistinguishable from analog. In order to correctly develop an advertising campaign for this product, the following tasks were solved:

1. In the first paragraph of the second chapter, the situation on the market of synthesizers using the “FM” synthesis principle (that is, generating sound by creating mathematical models of envelopes) was analyzed, the main competitive products were identified, and the segmentation of EMR consumers was derived. Then, the purchase motives were analyzed separately for each market segment. An expert assessment of various characteristics was also carried out. As a result, positional maps of the Roland JP 8000 synthesizer and competing products were created based on consumer preferences identified during the study. These positional cards showed that the Roland JP 8000 clearly outperforms its competitors in terms of sound quality (slightly inferior to KORG) and also in price, while the technical characteristics are far from being in the first place.
2. From marketing research, general and particular conclusions were drawn about the nature of the advertising campaign and recommendations were made on the following issues:

3). Choice of media;

4). Distribution of responsibility.

3. The result of the work done is a calendar plan for conducting an advertising campaign, which was developed on the basis of recommendations. In this plan, the time, place, quantity and cost of the advertisements placed are sequentially indicated.

The problems of introducing a new product to an actively developing market are inherent in a large number of firms. Advertising a new product is quite a challenge. A lot depends on the first launch of a product on the market, and therefore a new product requires a particularly carefully designed and conducted advertising campaign, because it is easier not to make mistakes than to correct them later. In this work, an attempt was made to develop the most optimal advertising campaign, each decision of which is based on research materials.

The relevance of this topic is due to the specifics of the development of a modern market economy in Russia. Features of activity within the market of professional musical equipment only emphasize the importance of this problem for the market as a whole. The following materials were used in the work: special economic literature, data on the marketing activities of the Roland company, special information and reference literature.

Bibliography

1. Cortland L. Bove, William F. Ahrens “Modern Advertising”, Moscow 1994

2. Motyshina M. S. “Methods and models of marketing research”, St. Petersburg 1996

4. Fedoseev V. V. “Economic and mathematical methods and models in marketing”, Moscow 1996

7. Bagiev P. L., Arenkov I. A. “Fundamentals of marketing research”, St. Petersburg 1996

8. Dorosheev V. I. “The system of marketing communications and sales activities”, St. Petersburg 1993

9. Journal "Marketing and Marketing Research", NN 10-11, 9-10, 1997

12.Marketing research materials provided by Roland representatives

As already defined in the previous section, the demand of the population for goods is a form of manifestation of needs, provided with a monetary equivalent. The development of demand is determined by a system of various factors (prices for goods, the level of income of consumers, the interchangeability and complementarity of individual goods and product groups). Demand, being a solvent need, can take various forms. Allocate realized, unsatisfied, emerging demand.

Realized demand corresponds to that part of demand presented by the population, which is actually satisfied as a result of purchases of goods in a retail network.

Unsatisfied demand is that part of the demand actually presented by the population, which at one time or another was not realized due to the lack of necessary products on sale.

The emerging demand is a set of new requirements imposed by buyers on consumer properties, quality and external design of goods, which can lead to the need for a significant restructuring of the production and trade assortment.

It is necessary to comprehensively study all types of demand and take them into account in trade activities.

The population's demand for consumer goods is characterized by volume and structure. The volume of demand is the amount of money that the population exchanges for goods and services. It is determined by the value of the purchasing funds of the population, and in the conditions of an unsaturated market, also by the size of the unsatisfied demand of the population. Purchasing funds is a calculated indicator calculated on the basis of the balance of cash income and expenditures of the population.

If the purchasing fund is money intended for the purchase of goods, then purchasing power is the amount of goods that the population can purchase for a certain monetary unit. Purchasing power directly depends on the level and ratio of prices for goods and the income level of the population. With stable prices, it is directly proportional to income: the dynamics of the purchasing power of various groups of the population corresponds to the dynamics of their incomes (ceteris paribus). Mutual linking of the growth of incomes of the population and changes in prices for goods makes it possible to regulate the purchasing power of the population.

System forecasting considers the market as a large, hierarchically developed organism, which has a certain structure and complex interaction of constituent elements. Any market included in this system is considered as a specific object with factors inherent only to it that influence the formation of its characteristics, and at the same time, the researcher must remember that this market is only a part of the whole national or world economy. Therefore, in relation to forecasting market conditions, including demand for any product, consistency means:

a comprehensive study of a number of individual markets for this product and the identification of factors specific to each and common to all factors in the formation of demand,

analysis of the relationship of these markets with each other and the connection of all of them with the development of demand for the national or world market for a given product,

development of forecasts for the development of each of the individual markets under consideration and economic and mathematical modeling of each,

synthesis of private forecasts, taking into account their interaction and mutual influence within the national or world market for a given product.

Consider the main components that consumers are guided by when shopping in markets and stores:

Price - one of the decisive factors in the demand for consumer goods. On average, the quantity demanded is inversely proportional to the price of a good: the higher the price, the lower the demand.

Product quality . This includes technical characteristics, convenience, design, warranty and after-sales service, and not in the abstract, but in relation to the goods or services of enterprises competing in the same market.

Consumer tastes and preferences. If the consumer wants to purchase this particular product, then a high demand is ensured for it. When, under the influence of various factors, often not regulated by the enterprise, such a desire of consumers decreases, then the demand for the product also falls. The tastes and preferences of consumers are influenced by: the emergence of new improved products, changes in fashion, lifestyle, life values, the information openness of manufacturers and the opinion of the relevant authorities about the usefulness of the product, for example, for the health of consumers.

Consumer income. The demand of the population must be solvent, that is, consumers must have an income level that allows them to purchase the desired goods at affordable prices. At the same time, the higher the income, the higher the demand for more expensive goods, and the lower the demand for cheap goods.

Prices for related products. In the case of substitute products, comparing the price of one product with the price of a competing product can have a strong impact on consumer choice. In the case of additional and / or related products that are purchased together with the main one, the price of each product is significant. If the price of a certain brand of car rises sharply, then the demand for tires or other accessories for them is likely to fall.

Consumer expectations. The total demand, expressed by the volume of purchases, is influenced by consumers' expectations regarding future prices, their incomes and the availability of goods. If buyers believe that the price of a desired item will increase soon, they may wish to purchase the item today to avoid unnecessary expenses in the future. The same can be said about the expectation of future earnings. The expectation of a pay cut or loss of a job will lead to a decrease in demand for the product or even a refusal to purchase it further. If consumers expect that a product may disappear or be in short supply in the near future, this will increase the current value of demand.

Number of consumers and frequency of purchases. Since the market demand for a product is formed as the sum of individual consumer demands, it is clear that it will be influenced by the number of potential buyers, as well as the frequency with which they buy this product.

Trademark. Consumer utility theory always considers a situation in which the premise is the argument that consumer behavior consists of a steady stream of rational computations whereby consumers consider all possible combinations of purchases, evaluate utility, and choose the option with the highest utility. Such attributes of consumer behavior as habit, whim, impulse, inertia, and resistance to change are practically excluded from consideration. While most purchases are made for these latter reasons, I mean items that are purchased fairly frequently and do not take up a significant portion of a customer's budget, such as cigarettes or hygiene products. This is where branding and advertising play an important role.

Advertising. Advertising and sales promotion can influence consumer choice by providing information to consumers that influences their preferences. The importance of advertising for the study of consumer behavior is that it demonstrates the way in which sellers try to change consumer tastes and preferences in their favor.

Demand for individual goods may also depend on non-economic factors which include the seasonality of purchases (winter and summer clothes and shoes), the demographic characteristics of buyers (children's goods, goods for recreation and leisure for pensioners).

Another important factor in determining demand is the size of the household, which depends on the number of people living together, the number of children in the family, the number of marriages and divorces. For example, a downward trend in family size will lead to an increase in demand for apartments in multi-family buildings and a decrease in demand for individual houses.

An increase in the number of people living alone may mean an increase in the demand for ready-to-eat food.

All of the above factors are considered, as it were, “main” determinants that form the final market demand. But there are also other variables that add to the current situation. For example, there is a difference in the consumer's perception of a product as a "luxury" or "essential" item. Although the perception of a product as a luxury or essential item depends on the individual's lifestyle and value scale, the demand for these goods differs depending on price changes, the degree of economic recession, interest rates and availability of credit, and the frequency of purchases. The aspect of luxury - the need for shopping is influenced by cultural and lifestyle factors (who buys what and with what degree of urgency), the position of the purchase in the budget of the buyer plays a big role. It also puts on the agenda considerations about the ability of consumers to delay their purchases due to changing economic conditions.

The demand for a good can be derived from the demand for other goods, and such a demand is called derived demand. For example, the demand for steel may be derived from the demand for steel products or products that use steel in their production. The demand for newsprint is derived from the demand for newspapers. With derived demand, as is the case with the demand for manufacturing equipment, important information can be obtained by studying consumer habits and other characteristics of useful users.

The key factor determining the volume and potential of sales, especially for durable goods, is the factor saturation of the market with this product. For example, the demand for refrigerators is significantly limited because today more than 95% of households have them, the same goes for household appliances such as gas stoves and washing machines. The market potential of VCRs is higher, since in 1991 in Russia they were owned by about 70% of households, in contrast to this, it can be said that the demand for video cameras is much higher in the early 90s, only 13% of households owned them - the lowest level of consumption in the household category electronics. Limited demand for highly saturated goods has prompted durables manufacturers to implement a "planned aging" policy, in which products are periodically upgraded with new features, and consumers are encouraged to increase the frequency of purchases in order to replace "worn out" or "obsolete models".

The purchasing power of goods that are usually purchased on credit (for example, household appliances, cars, apartments) is seriously affected by consumer debt and bank interest rates. These factors may have a greater impact on demand than current money income. The higher the debt-to-income ratio and the higher the interest rates, the less willing the consumer will be to take on additional obligations associated with the purchase of goods.

There are also many other determinants of demand, but the important thing to note here is that for any given product, there is its own set of factors that affect demand in a unique way.

Demand is formed under the influence of many factors that can be grouped into the following groups:

• Ш economic factors, the level of development of the production of goods, the monetary income of the population, the level of retail prices and their ratio, the degree of achieved provision of goods;
• III social factors: the social culture of society, the professional composition of the population, the level of development of culture, etc.;
• III demographic factors, population size, ratio between urban and rural population, age and sex composition, family size and composition, population migration;
• Ø natural and climatic factors, geographical and climatic conditions, traditions, living conditions, etc.;
• ø political factors, unforeseen emergencies.

Non-price factors also influence the change in demand:

• 1. change in the monetary income of the population;
• 2. change in prices for substitute goods;
• 3. economic policy of the government;
• 4. changing consumer preferences.

Along with demand, an important element of the market is the supply of goods. For commercial operations, this is the most significant factor that determines the saturation of the market, its structural shifts, etc.

Supply is the quantity of a good or service that producers are willing to sell at a given price in a given period.

The offer includes two elements:

• v the readiness of the producer to alienate the given product or service;
• v set of conditions under which the seller is ready to sell the goods.

The law of supply states that supply, other things being equal, changes in direct proportion to changes in price. The offer may change not only under the influence of price factors, but also due to other reasons:

• Changes in production costs as a result of technical innovations;
• · changes in sources of resources, tax policy, cost of production factors;
• · entering the market of new producers or importers, increasing the supply regardless of prices;
• · actions of natural and political factors, etc.

The interaction of supply and demand in market conditions forms the price.

The market price is the result of the interaction of supply and demand.

Laws of market pricing:

• o the price tends to a level at which demand is equal to supply;
• o if demand increases with the supply unchanged, the price will increase and vice versa.

At the level of coincidence of supply and demand, the price corresponds to the cost, i.e. socially necessary costs.

Value is the balance of interests of buyers and sellers, i.e. balance of marginal utility (price and demand) and production costs (price and supply).

The equilibrium of prices in a market economy is designed to perform three functions:

The exclusion function (sanitizing), i.e. sellers whose prices (costs) for goods exceed the cost of production are forced out of the market.

The alignment function, i.e. through the price, the interests of the seller and the buyer are aligned, and the price approaches the value of the goods (the market price is a measure of the scarcity of the goods).

The control function, i.e. By means of price, the market forces out goods that do not meet the requirements of buyers in terms of their costs, quality and other parameters.

The formation of prices with their approach to the cost is possible in conditions of pure (perfect) market competition, when there are at least 6-8 free sellers on the market, ensuring the saturation of the market and competing with each other. In this situation, the role of the state in price regulation is negligible. In conditions of monopoly and oligopoly, the state through the antimonopoly mechanism influences the price setting of monopolies. Usually this is either strict regulation of prices, or indirect - through an increase in taxes and other measures of influence.

Demand, supply and price are interdependent and are taken into account in commercial activities as a whole.

The degree of change in supply and demand under the influence of one or another factor characterizes their elasticity. A quantitative measure of the interaction of these elements of market relations is elasticity.

Elasticity is a measure of the response of one quantity to a change in another. It shows the percentage change in one variable when another changes by 1%.

Ep = Percent change in quantity demanded (Q) / Percent change in price (P)

Ep - price elasticity coefficient;

Q is the quantity of goods for which demand is presented;

P -- the market price of the goods.

Elastic demand - the coefficient is greater than one, i.e. quantity demanded changes by a greater percentage than price or income.

Inelastic demand - the coefficient of elasticity is less than one.

Unitary elasticity demand - price and quantity demanded change by the same percentage.

Elasticity is quite constant over time and can be used to determine the strategy for purchasing and selling products. In addition, with the help of this indicator, the government develops tax policy (the correct use of indirect taxes increases tax revenues to the budget) and methods of state regulation of the market.

To develop a strategy for commercial activity, such an indicator as the elasticity of supply is of great importance.

Elasticity of supply shows how the production and supply of a product responds to price changes:

E = Percent Change S / Percent Change P

E - the coefficient of elasticity of supply;

S - offer;

When determining the volume of purchases (sales) of products, the interchangeability (complementarity) of goods is important.

Substitute goods (substitutes) are such pairs of goods, an increase in the price of one of which leads to an increase in demand for the other.

Complementary goods (sets) are such pairs of goods, an increase in the price of one of which leads to a decrease in demand for the other (an increase in car prices leads to a decrease in demand for fuels and lubricants).

If the coefficient of elasticity is greater than one, then the product is interchangeable; if it is less, it is complementary.

When an excess amount of money is in circulation, the ratio of supply and demand also changes. Thin arrows show a direct relationship between changes in the value of market elements, and thicker lines show an inverse relationship.

Depending on the type of demand, various methods of studying it are used:

realized demand is studied by the operational method (the code is read), the balance method;

unsatisfied demand - registration of sheets of unsatisfied demand, registration of the facts of the absence of goods, taking into account the number of days when the goods were absent, registration of orders, analysis of customer complaints.

The emerging demand is studied at exhibitions, fairs, tastings, by the survey method.