Segmenting the Market of Buyers of Domestic Cars and Defining the Directions of Media Influence on Them

Abstract

The article studies the carrying out of marketing researches on consumer behavior and searching for new approaches to the client in the prevailing conditions to attract and increase consumer demand. Despite the considerable amount of publications on the consumer behavior research, the problem of development and implementation of marketing instruments of influence on consumer behavior suffers the lack of ample attention, which requires further research in this area, particularly with regard to automakers. A marketing research on consumer behavior was carried out, in the framework of which the attitude of consumers to the cars of domestic production was analyzed; the factors determining the choice and belonging to a certain segment depending on the purpose of purchase of a car were identified; the most popular among consumers of automakers’ products kinds of advertising for effective media influence by automakers on the target audience were determined.

Keywords

• consumer behavior
• automakers
• marketing research on consumers
• consumer psychology
• segmentation