Bìznes Inform (Oct 2021)
Using the Modern Marketing Tools to Stimulate Consumer Motivation
Abstract
The article is concerned with improving the marketing tools aimed at encouraging consumer motivations of the branded clothing market in the context of the crisis caused by the COVID-19 pandemic. In the analysis, systematization and generalization of scientific works of many scholars, theoretical and practical approaches to the process of formation of loyalty and separate aspects of their management at retail enterprises are considered. It is found that in the current market conditions, a competitive marketing strategy involves the implementation of relationship marketing as one of the major functional tools for improving business efficiency. Relationship marketing allows to identify, establish, maintain, strengthen, change and terminate relationships with consumers in order to create value for consumers and ensure the profitability of the company in the current period and perspective. Technologies of promotion of fashion industry brands in crisis market are researched. The activity of the company engaged in retail trade of goods is considered on the example of the seller of branded clothing Polo Ralph Lauren. A marketing study is conducted in order to study the demand for the consumption of branded clothing, recommendations for its promotion are developed. The theoretical and methodical basis of the study is the work of foreign and domestic scientists-economists on the problems of brand promotion, development of the fashion market of branded clothing. The actual research task on theoretical substantiation and improvement of methodological approaches to the formation of customer loyalty in the fashion market of branded clothing has been solved. An online survey of the branded clothing consumers in the city of Kyiv was created on the GoogleForms platform, the results of which determined the significance of the factors for the purchase; it was proved that the key channels of distribution of fashion brands in the current market conditions continue to be shopping centers, with the simultaneous growth of the Internet segment. A marketing instrumentarium for the promotion of branded clothing in social networks Facebook and Instagram has been developed. Recommendations as to the main activities of the marketing complex are presented taking into account the specifics of the target audience.
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