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Статья опубликована в рамках: Научного журнала «Студенческий» № 16(186)

Рубрика журнала: Социология

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Библиографическое описание:
Kibenko I. REGISTRATION OF THE MAIN BUYER, THE PROCESS OF MAKING PURCHASES AND THE EFFECTS INFLUENCING IT (OF THE EXAMPLE OF NAYOTA MOTOR LLC) // Студенческий: электрон. научн. журн. 2022. № 16(186). URL: https://sibac.info/journal/student/186/249416 (дата обращения: 29.03.2024).

REGISTRATION OF THE MAIN BUYER, THE PROCESS OF MAKING PURCHASES AND THE EFFECTS INFLUENCING IT (OF THE EXAMPLE OF NAYOTA MOTOR LLC)

Kibenko Inna

Student, Department of Sociology and Organization of Work with Youth, Belgorod State University,

Russia, Belgorod

ABSTRACT

The article discusses the study of the core values of the buyer as a necessary element for the development of the company. The purpose of the work is to determine the core values of buyers of Toyota Motor LLC. Methods and objects of research: the data collection method is a survey conducted using a Google form among the able-bodied population of the Belgorod region. Results: the main values of consumers of Toyota Motor LLC were studied.

 

Keywords: value, making a purchase, car companies, working-age population.

 

Introduction

Marketing research on the values of the buyer and the factors influencing the process of making a purchase is a necessity for improving the goods and services provided by an enterprise or organization. Also, marketing research allows you to adjust the behavior of consumers and their attitude to certain goods and services. In the modern world, the automotive market plays a leading role in the development of both mechanical engineering in particular and technology in general.

Main part

When respondents assessed the significance of the cost characteristics of the car, the answers were distributed as follows: 36% assess the significance of the cost as 5 points, 42% evaluate the significance as 4 points, 17% as 3 points, and 5% evaluate the significance of the cost characteristics of the car as 2 points. It is noteworthy that none of the respondents believe that the cost of a car does not matter (see Diagram 1).

 

Diagram 1. Distribution of respondents' answers to the question: "Assess the significance of the cost characteristics of the car for you, where 5 - very significant, 1 - does not matter"

 

When respondents assess the importance of the technical characteristics of a car, for 48% of respondents the technical characteristics are of great importance, and the respondents rate it at 5 points, for 37% the technical characteristics are significant at 4 points, 11% of the respondents rate it at 3 points, 4% rate it at 2 points . None of the respondents claims that the importance of technical characteristics does not matter to them (see Diagram 2).

 

Diagram 2. Distribution of respondents' answers to the question: "Assess the importance for you of the technical characteristics of the car, where 5 is very significant, 1 is not important"

 

Conclusion

An analysis of the automotive market showed that Toyota cars have become increasingly popular with consumers in recent years, not only due to their quality and reliability, but also due to the fact that they emphasize the status of their owners.

In conclusion, it should be noted that knowledge of the core values of the consumer helps automotive companies to promote their product, expand the target audience, as well as develop and improve, which, in turn, allows you to increase your competitive advantage. Toyota Motor is one of the top 5 car companies in the Russian car market.

 

References:

  1. Капустина, Л.М. Маркетинговое управление процессом принятия решения о покупке потребителем посредством предоставления ценности [Текст] / Л.М. Капустина, Г.С. Тихомина // Journal of new economy. – 2011. – №1. – С.94-101.
  2. Некрасов, М.В. Анализ факторов, влияющих на покупательское поведение потребителей [Текст] / М.В. Некрасов // Актуальные вопросы экономических наук. – 2013. – №.32. – С. 34-41.
  3. Никитина, И.В. Учет поведения покупателя в маркетинговых системах [Текст] / И.В. Никитина // Вопросы науки и образования. – 2019. – №6. – С. 21-24.
  4. Чагин, А. Создание ценности для потребителя [Текст] / А. Чагин // Телескоп: журнал социологических и маркетинговых исследований. –2003. – №4. – С. 3-7.
  5. Шварц, А. Автомобиль и построение гражданского общества в России [Текст] / А. Шварц // Деньги. – 2010. – №17. – С. 8-12.

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