Маркетингова концепція управління діяльністю підприємств-автодилерів: поведінковий підхід

Abstract

UA: Досліджено еволюцію економічної думки щодо управління поведінкою покупців на ринку продажу легкових автомобілів. Охарактеризовано засади управління поведінкою покупців на ринку продажу легкових автомобілів на основі їхніх потреб та мотивів. Надано характеристику типам покупців на ринку продажу легкових автомобілів за факторами прийняття рішень.Проаналізовано сучасні особливості та тенденції розвитку на ринку продажу легкових автомобілів в Україні. Розглянуто засади управління процесом прийняття рішень покупцем легкових автомобілів в Інтернеті. проведено моделювання залежності поведінки покупців від ключових факторів прийняття рішень про придбання легкових автомобілів. Розроблено типологізацію покупців на вітчизняному ринку продажу легкових автомобілів на концепцію пріорететних напрямків комплексу маркетингу для управління поведінкою покупців на ринку продажу легкових автомобілів.

EN: The evolution of economic thought in the field of management of customer behavior in the car dealership market has been investigated. The research has shown that scientists consider а customer as the main market participant which has the determining influence on efficiency of activities of an economic entity in the market economy environment. Customer behavior is the reflection of demand on which the profit of an enterprise depends. According to most of scientists, managing customer behavior is the main function of management, part of the general governance of an enterprise, which helps enterprises that are engaged in car manufacturing, se lling, and maintenance to cultivate loyalty of the existing clients and create prerequisites for repeated purchases, attract new buyers, achieve а sustainable market position. Based on management models of customer behavior developed by various scientists, the model of formation of а customer purchasing decision has been offered. It covers the interrelation between internal and external factors that influence customer needs and motivation; the purchasing process which includes the evaluation of purchasing alternatives in making а car purchasing decision; the experience gained as а result of their satisfaction or dissatisfaction with the previous purchase. The principles of managing customer behavior in the car dealership market are characterized in terms of needs and motivation of customers. It is noted that а need is а volatile conscious desire to possess а certain object (product, knowledge, experience), which is formed under the influence of factors of the internal and external environment and can be satisfied in whole or in part or transformed into other desires. While motivation is an internal or external impulse reflecting the reaction of а customer to purchasing conditions which leads to their consequent actions (making or postponing the purchase). Motivation can be intensified, transformed or extinguished. The author's classification of types of car buyers has been offered in the thesis. The classification is made based on the following features: degree of willingness to buy а car; social role of customers; level of customer income; style of behavior; type of temperament; sex; driving experience; marital status; education level, age. The work highlights the main trends in the development of the car dealership market in Ukraine: continuous increase in the car sales volume; dominance of the share of used cars in the sales pattern; decrease in annual sales of new cars owing to decline

in customer purchasing power; reduction in car export; reduction in imports of new cars from countries of Europe and Asia; increase in imports of used cars from European countries. As a result of carrying out the analysis of factors influencing customer decision on car purchasing, it has been established that at segmentation by classes of cars, the major factors influencing customer decisions on car purchasing are acceleration time, fuel consumption, speed; at segmentation by car body style, the factors that have the greatest influence on the demand are crediting rate, fuel consumption, minimum amount of advance payment, credit period and the minimum amount of advance payment, number of official sales outlets in Ukraine; at segmentation of cars by price, the amount of cars sold is mostly affected by the number of configurations in the vehicle line, crediting rate, credit period and the minimum amount of advance payment, acceleration time. Such factors as engine power and capacity, price for the minimum configuration, average salary of the population affect customer purchasing decisions least of all. In the work an algorithm for assessing behavior of potential buyers of various car brands on the Internet is presented, and 18 factors characterizing behavior of potential buyers are investigated using SEO instruments. The complex estimates of behavior of potential buyers of various car brands are calculated, and the correlation dependence between and volumes of their sales and the estimates of buyer behavior is determined. Recommendations on the improvement of marketing activity of car dealerships on the Internet are made. It has been established that the behavior of potential buyers on the Internet doesn't have a direct influence on sales volumes of car dealerships. The behavior of potential buyers reflects the degree of their interest to a brand.