Kalinicheva, I.

Palekhova, L.

English

eLibrary National Mining University

60advantages or the exclusive competence of the company."According to Charles Hill, G. Jones' marketing strategy is to create value,focusing on the needs of consumers. The authors argue that "marketing strategy(strategy marketing and sales) related to the company's position regarding productdevelopment, pricing, promotion, advertising and distribution."The most commonly cited definition of marketing strategy Bahiyev G. V.Tarasevich, J. Ann. They note that "marketing strategy - a general program ofactivities in the target markets, which includes the main directions of the companyand the marketing tools of the marketing mix (4R)."Analyzing the selection and use various strategies to individual enterprises, wecan say it is a large number of marketing strategies. Despite the fact that the basicpurpose of the operation of all producers in the same market - making profit, there isno unified marketing strategy for achieving this goal, which could be applied toabsolutely all companies. Therefore, each entity for the success of the activity selectsthe most appropriate for a marketing strategy.In modern marketing theory, there are different classifications of marketingstrategies. However, the most common one is the classification that brings NVButenko:1. Global marketing strategies - strategies that define fundamental decisionsabout choosing the direction of enterprises.2. Basic strategies based on the specific competitive advantages of the company.3. Growth Strategy determine the direction of extension of enterprise.4. Depending on the method of selection of the target market - strategies todetermine which products and which market segments will produce the company.5. Depending on the degree of market segmentation - the strategy of choice setof marketing tools for specific customer segments. "However, the main purpose of a marketing strategy is to mutually agree oncompany marketing objectives of its capabilities, the requirements of consumers usethe weak position of competitors and their competitive advantages.So, the company to ensure its efficiency is important to know what are thepossibilities of internal environment and external threats, to be able to select targetmarkets, develop effective marketing mix and successfully manage theimplementation of marketing efforts. It is therefore important to choose the rightmarketing strategy to meet the needs of consumers and to obtain advantages overcompetitors by means of special market measures.Based primarily on the use of their own potential.Kalinicheva I.Palekhova L., research supervisorNational Mining UniversityFEATURES OF CONSUMER BEHAVIOR IN BUYING HOMEFURNITUREKey words: consumer behavior, furniture retail market, competitive environmentanalysis61Economic growth and development of any prospering country highly dependson its enterprise development. Profit earning competence is sustainable only for afirm which is adopting an effective marketing strategy in providing appropriatemarketing mix (product, price, promotion and physical distribution) to prospectivecustomers for its products. Suitable marketing mix endeavor does originate fromlaunching of products by a firm. Thus, the product, be it durable or non-durable,becomes the core component of any marketing programmer. Meanwhile, it ischallenging for any marketing manager to formulate and implement an apt strategyfor marketing his products in a highly competitive (domestic or foreign) market. Itbecomes more complex in the ultimate consumers’ markets as compared withindustrial markets owing to size of the potential target markets and number ofprospective customers. Hence, a firm has to have a bird’s eye view on its product lifecycle right from the stage of launching to saturation for skimming the cream from itsbusiness venture. This demands the marketers to remain alert and active all the timefor winning permanent customers in the consumer market. In Ukraine, from thecustomers’ point of view, it is noticeable that a consumer belongs to a family in asociety. The family constitutes members who largely involve in purchases ofdurables. During the process of decision making, their buying behaviors are highlyinfluenced by cultural factors, social factors, personal factors and psychologicalfactors. This paper is an attempt to analyze the consumer buying behavior ofdurables, to examine the factors inducing the consumer buying behavior and tosuggest suitable measures to the marketers for designing a right marketing mix for theconsumers.In order to understand how consumers make actual buying decisions, themarketers must identify who makes the buying decisions. They should alsoconstantly be watchful into what types of buying decisions are made and the stepsinvolved in consumers’ decision making process in a family. Consumers’ decisionmaking varies with the types of buying decision and the nature of products. Thedecisions to buy soap, a cricket bat, a television and a new car are all very different.Hence, complex and expensive purchases, especially of durables, are comparativelyto involve more buyer deliberations and more participants. Even the degree ofdifferences among brand preferences of the products do mostly rest on the degree ofbuyers’ involvement and influence in decision making process within the family.Besides, it is also very essential to investigate why the consumers buy durables andwhat are the factors inducing them to make such purchases. On one hand, thisanalysis will lead the marketers to precisely comprehend the needs and tastes of thetarget market and signal the manufacturers to manufacture such products suitably. Onthe other hand, it is also equally important to study.

FEATURES OF CONSUMER BEHAVIOR IN BUYING HOME FURNITURE

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FEATURES OF CONSUMER BEHAVIOR IN BUYING HOME FURNITURE

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