Інтегровані комунікації (Dec 2019)
INVESTIGATION OF THE SOCIAL AND COMMUNICATIVE MECHANISM OF IMAGE CREATION OF THE IKEA IN UKRAINE
Abstract
This article deals with the image of the modern company IKEA. They want to enter the Ukrainian market place, but it will be impossible for the next 10 years because of political and ideological considerations. This type of furniture manufacturers will take a prominent place on the internal market very soon. Many Ukrainians are aware about IKEA, they are buying products online from foreign distributors but do not have the ability to buy in branded stores, because they do not exist on the territory of Ukraine. The urgency of this topic is beyond doubt. The image of campaign is bases on strategically important image items and communication resources. Those are not within the material industry. It is well known, that the IKEA organization has proper and powerful communication policy, timely and promptly informing the target audience about the events, as well as forming a powerful social image. All these factors contribute to the formulation of a positive buyer's attitude towards to the products of the campaign. An absolutely fundamental principle is the formation of reputation demonstrates the positive aspects and drawbacks of IKEA products. Although IKEA have not entered the territory of Ukraine yet, Ukrainians know about goods and have point of view about them. So when IKEA will find the opportunity to come to the local market they target audience would be immediately grow. This article pays attention to the way of understanding what ukrainian buyers need. Such as ethical principles, innovative methods, mechanisms of image design which affects the perception of the goods by customers and the brand in general. Consequently, our aim was studying the PR technologies which were used for designing the IKEA’s image for the local Ukrainian market and for domestic consumer. During this research, we paid attention to the scientific positions of such scientists as Anggraeni A, Bettger F., Zavadsky Y, Carter G., Mindrut S., Zhigalov VT, Pankratov F., Parkinson S. N., Rafel R., Roman E., Rossi P., Chegini F., Sukharev V., Shymanovska L. M., Seimiene E. and many others. For our research, we used such methods as the analyst of scientific thought and positions, comparative analysis, internet interview, the forecast of creation of the IKEA’s image positions at the local market. The main aim of this work is to predict the attitude of Ukrainians to the typically new furniture company, which try to enter the local market. How audience will accept them. In which way the target audience sees the IKEA’s goods and the level of readiness to buy a product. As we see local audience has a good visions about IKEA and about 30 % of people ready to spend their money to buy furniture (and other different goods) of this company. Mostly Ukrainians has positive point of view about IKEA. During the research, we were try to find out IKEA’s activities and analyzed the PR-technologies that were used for creating the target audience opinion. So as a result, we notice that Ukrainians has some knowledge about IKEA, its image and has some attitude to their goods. The biggest part of Ukrainian audience don’t have any opportunity to buy what company sells, but have heard about it or saw advertisement through the internet.
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