Санкт-Петербургский государственный университет» о том, что «студент может быть отчислен из Санкт-Петербургского университета за сдачу курсовой или выпускной квалификационной работы, выполненной другим лицом (лицами).» Подпись студента Дата) ЗАЯВЛЕНИЕ О НЕЗАВИСИМОСТИ МАГИСТЕРСКОЙ РАБОТЫ исследование влияния экономических представлений на поведение потребителей на российском рынке смартфонов.Таким образом, общая цель работы – исследование возможного влияния экономических представлений на поведение потребителей на российском рынке смартфонов.
The overview of behavior models
Decision making model developed by P. Kotler
As an implication, it is crucial for sellers to get rid of unsatisfiers and point out that the product has satisfiers available in the market. As a managerial implication, it is important for marketers to make advertising the way they get noticed. If a product has higher marks on each criterion - it is obvious that a customer is likely to buy it.
Loyalty loop – McKinsey’s consumer decision journey approach
The most difficult part comes next: the marketers' choice of the strategy they want to implement at touchpoints. This novelty supports consumers at every stage of the decision-making process and stimulates conversations via the Internet or word of mouth. 24 that the purchase takes place in the middle of the process, but customers may think that this is not the case.
Decision model by Hoyer, Macinnis and Pieters
25 The second element in the first phase is the search for information, which could be categorized into internal search and external search. 26 After a customer has made the assessment, he is ready for decision-making, which, like most of the components of the model, is influenced by the level of customer involvement. Characteristics of the decision (the situation in which the decision is made is influenced by the availability of information and trivial properties of alternatives).
Pham’s discussion of consumer behavior theory shortcoming
All in all, Michel Pham suggests that scholars consider the spiritual content because it is what businesses and consumers want and it will increase the quality of the research. One of the hypothetical solutions, Mechanical Turks, which has become popular, is designed to solve "the convenience problem". Pham will be kept in mind to get reliable results from the research.
Methods & Data Description
- Analysis of the Russian smartphone market
- Assumptions of the research
- Proposition of the research
- Development of the consumer behavior model’s components in the smartphone’s
The trend of decrease in the average retail cost of a smartphone, observed in recent years, due to the growth of the supply of budget-level devices, was interrupted in 2015. Third, the average diagonal of the display of the smartphone sold in Russia in 2016 was 4.6 inches. A number of popular manufacturers in the formation of the Russian smartphone market - Sony, HTC, Nokia / Microsoft - accounted for only 5% of the smartphone market in physical terms in 2016.
In 2016, according to J'son & Partners Consulting, in the top ten of the best-selling manufacturers in Russia, Chinese companies occupy half of the positions. In addition, the decision can be influenced by the nation of the good, its functionality as a dominant factor. As it was mentioned in assumptions of the research, purchase decisions made by a customer can be influenced by either price or a brand.
The analysis of the Russian economy after 2014 showed that consumers have become more price sensitive and rational. The model presented by Hoyer could be used as a theoretical basis for the development of the new model for the smartphone market. For a relatively small group of people, a purchase may be a result of previously not having a telephone.
The theoretical concept was discussed in the first part of the thesis and includes perceived risks, involvement and information seeking.
Empirical study
The model of the research
45 According to the second proposal, the questions would help determine whether the consumer is loyal to a particular brand; if he is willing to try a new brand; or compare alternatives on price; if the lowest price is the deciding factor; if the consumer himself sets the desired price. Given that the same questions would be asked several times (about the perceived state in 2014 and today), it would be possible to see whether a shift has occurred and whether it is significant. A set of questions on the perception of the economic situation after 2014 includes whether the consumer perceives the economic situation as unstable; if it foresees a price increase; whether the consumer is concerned about the economic situation in Russia; if his economic well-being has worsened recently and finally if he has started to save and save more.
Questions will be asked about the degree of rationalization of purchases, whether consumers care about the opinion of others and the acceptance of the device or follow their own personal decisions, and control variables such as age, income, and gender will also be included in the model as variables. control. . However, there may be a case where between economy and rationalization there may be a cross-effect and this would also be revealed in further research. Considering the third proposition whether the perception of the economic situation changed the attitude towards Chinese smartphone brands, it is essential to determine the social risk of purchasing smartphone brands, if positive word of mouth can cause the purchase.
Economic factors would also be included in the model, since market phenomena could have occurred as a result of the effect of the perception of the economic situation and the decline in the purchasing power of consumers. In addition, the possible explanation may be consumers' adherence to price-oriented purchases, and the model has control variables.
Data collection method
In addition, the variable "Comparison on price" revealed that for consumers in 2018, "the best way to choose a smartphone is to compare them on price" has become less important. 52 Furthermore, in 2018 the necessity of social acceptance of the purchased decreased, this was determined by the variable "StrongSocialInfluence". Also in the model, two moderators were used due to the number of economic factors.
Economic factors, rationalization, social impact and price factors were taken as independent variables to measure the effect of the situation. Based on the table in Appendix 3, it is possible to make a graphical representation of the results. The first model found that reference groups have a positive effect on the purchase of a new model, and the effect of the model complementing the consumer's identity has a very small effect.
Undoubtedly, the price of a popular brand could be high because of the brand equity the company has and if the purchase goes against rationalization. In addition, a slight moderating effect of the perception of the economic situation on rationalization was detected. This can be explained by the fact that the more money consumers want to spend, the less likely they are to rationalize, and even if they have money to spend, this would reduce the complementary effect of the smartphone if there is a price bias.
The third proposition studies the market phenomena of the entry of Chinese smartphone brands into the Russian market.
Discussion and implications of the study
The first proposition of the research, which states that the perception of the economic situation has a positive effect on the rationalization of purchasing behavior, is not confirmed. It was found that consumers perceive the economic situation better nowadays and it is an adapted result, because consumers simply adapt to the situation and react less emotionally. In the case of brand-driven purchases, the better economic situation had a moderating effect on rationalization, which evidenced that in the economic situation consumers do not need to rush into a decision, they can take some time to choose between alternatives without worried about the possible possibility. price increase.
This means that the more consumers want to spend the less they will rationalize, and if they have money to spend, the complementary effect of the smartphone will decrease if there is price orientation. The third proposition, which measures whether the perception of the economic situation changed the attitude towards Chinese smartphone brands, is partially confirmed. 61 that there is a positive effect of perceived economic situation and increased purchasing power on the acceptance of Chinese brands.
However, economic factors are not significant in the case of the influence of the shared experience of reference group consumers on the purchase of Chinese brands. Regarding the effect of the shared experience obtained from the reference group, it was identified that it is stronger for customers who tend to rationalize purchases. It has also been identified that consumers are exposed to shared experience gained from reference groups, so it is possible to create family discounts or give compliments if the feedback of the consumer led to the purchase made by his friend/family member/colleague .
In addition, the research in economic conditions, when consumers adapted to its consequences after the image of the crisis and felt the improvement of the economic situation, revealed a mitigating effect of the perception of economy on rationalization and brand orientation.
Limitations
This wouldn't be possible without studying consumer behavior trends and making this one of the marketing goals. According to the theory, the crisis phase is known for the decline in consumption, the increase in savings and the reorientation of consumers to purchase locally produced goods as a result of the reduced purchasing power and perception of the situation. The situation itself was a negative surprise for Russian citizens and was accompanied by the devaluation of the currency: from 33 rubles in 2014, the dollar rose to the level of 80 rubles, and then reached the level of 63 rubles in 2016.
In 2014, the volume of the Russian smartphone market reached 27.4 million units and $ 6.3 billion in money and compared to the previous year it showed positive dynamics. Musso and Druica, 2014) However, consumers are people with emotions and worry about the perception of the purchases by others. they may remain at risk of social disapproval of their changed purchasing behavior. Economic environment with the consequences of the ruble's devaluation and the decrease in purchasing power of 90% of the population is the first reason. pwc.ru].
65 time to study alternatives and postpone the purchase decision without worrying about price increases. It is imperative to talk about other qualities that consumers today might appreciate and to mention the social acceptance of brands. Since the analysis showed the impact of the common experiences of the reference group, it could be used in a marketing campaign.
For brands with loyal customers in marketing campaigns it is essential to link the purchase of a smartphone with the complementary effect on personal identity.
I would be more willing to save money for hard days or spend it on a larger purchase than buy one. I'm more likely to save money for a rainy day or spend it on a larger purchase than buy one.
Independent variables - Purchase BehaviorFactor, StrongSociaIIinfluence2018, PersonalDecision2018, EconomicPerceptionFactor, PersonalIdentity2018, RationalizationEconomy; Moderator 1, Moderator 2, Moderator 3, Moderator 4; Control variables - Age, Income, Gender.
Predictors: (Constant), Moderator2, Gender, EconomicPerceptionFactor, Age, RationalizationEconomy, PersonalIdentity2018, Moderator1, Income, Moderator3, PersonalDecision2018, StrongSocialInfluence2018, PurchaseBehavior Factor, Moderator4.
