ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS

The article describes the results of a marketing research of a network of perfumery and cosmetics stores. The purpose of this work was the description of the results of a survey of customers of perfumery and cosmetics shops, which help to clarify the marketing policy of a chain of stores. In conduct...

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Autores principales:	Maria Petrovna Prokhorova, Svetlana Viktorovna Bulganina, Anastasiya Evgenevna Bulganina, Ksenia Vladimirovna Belousova
Formato:	article
Lenguaje:	EN RU
Publicado:	Science and Innovation Center Publishing House 2019
Materias:	маркетинг магазин парфюмерия косметика потребитель Law K Social Sciences H
Acceso en línea:	https://doaj.org/article/95801e39c2aa487b933d0089f2795edd
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spelling	oai:doaj.org-article:95801e39c2aa487b933d0089f2795edd2021-12-02T14:40:11ZANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS2070-756810.12731/2070-7568-2019-1-41-56https://doaj.org/article/95801e39c2aa487b933d0089f2795edd2019-05-01T00:00:00Zhttp://journal-s.org/index.php/nk/article/view/12082https://doaj.org/toc/2070-7568The article describes the results of a marketing research of a network of perfumery and cosmetics stores. The purpose of this work was the description of the results of a survey of customers of perfumery and cosmetics shops, which help to clarify the marketing policy of a chain of stores. In conducting the study, sociological and static research methods were used. The novelty of the results obtained is to clarify the characteristics of buyers that are important for marketing activities, such as sources of information about perfumery and cosmetics stores and factors of their choice, customer awareness of the characteristics of perfumery and cosmetic products and their interest in new products, customer loyalty to the chain stores and evaluation their competitiveness. It was concluded that the largest share of buyers prefer products of the medium and mass segment, and outdoor advertising and information on the Internet are the most effective means of promotion. The main conclusions are the trends of individualization of the “mass market” and increasing customer attention to the quality of service. The results of the work are of practical interest for the development of solutions in the field of marketing activities of the company.Maria Petrovna ProkhorovaSvetlana Viktorovna BulganinaAnastasiya Evgenevna BulganinaKsenia Vladimirovna BelousovaScience and Innovation Center Publishing HousearticleмаркетингмагазинпарфюмериякосметикапотребительLawKSocial SciencesHENRUНаука Красноярья, Vol 8, Iss 1, Pp 41-56 (2019)
institution	DOAJ
collection	DOAJ
language	EN RU
topic	маркетинг магазин парфюмерия косметика потребитель Law K Social Sciences H
spellingShingle	маркетинг магазин парфюмерия косметика потребитель Law K Social Sciences H Maria Petrovna Prokhorova Svetlana Viktorovna Bulganina Anastasiya Evgenevna Bulganina Ksenia Vladimirovna Belousova ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
description	The article describes the results of a marketing research of a network of perfumery and cosmetics stores. The purpose of this work was the description of the results of a survey of customers of perfumery and cosmetics shops, which help to clarify the marketing policy of a chain of stores. In conducting the study, sociological and static research methods were used. The novelty of the results obtained is to clarify the characteristics of buyers that are important for marketing activities, such as sources of information about perfumery and cosmetics stores and factors of their choice, customer awareness of the characteristics of perfumery and cosmetic products and their interest in new products, customer loyalty to the chain stores and evaluation their competitiveness. It was concluded that the largest share of buyers prefer products of the medium and mass segment, and outdoor advertising and information on the Internet are the most effective means of promotion. The main conclusions are the trends of individualization of the “mass market” and increasing customer attention to the quality of service. The results of the work are of practical interest for the development of solutions in the field of marketing activities of the company.
format	article
author	Maria Petrovna Prokhorova Svetlana Viktorovna Bulganina Anastasiya Evgenevna Bulganina Ksenia Vladimirovna Belousova
author_facet	Maria Petrovna Prokhorova Svetlana Viktorovna Bulganina Anastasiya Evgenevna Bulganina Ksenia Vladimirovna Belousova
author_sort	Maria Petrovna Prokhorova
title	ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
title_short	ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
title_full	ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
title_fullStr	ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
title_full_unstemmed	ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS
title_sort	analysis of the behavior of russian consumers of parfy-measures and cosmetics
publisher	Science and Innovation Center Publishing House
publishDate	2019
url	https://doaj.org/article/95801e39c2aa487b933d0089f2795edd
work_keys_str_mv	AT mariapetrovnaprokhorova analysisofthebehaviorofrussianconsumersofparfymeasuresandcosmetics AT svetlanaviktorovnabulganina analysisofthebehaviorofrussianconsumersofparfymeasuresandcosmetics AT anastasiyaevgenevnabulganina analysisofthebehaviorofrussianconsumersofparfymeasuresandcosmetics AT kseniavladimirovnabelousova analysisofthebehaviorofrussianconsumersofparfymeasuresandcosmetics
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ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS

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