Сувенірна реклама як фактор впливу на поведінку споживача
Date
2020-02-25
Journal Title
Journal ISSN
Volume Title
Publisher
Видавництво Львівської політехніки
Lviv Politechnic Publishing House
Lviv Politechnic Publishing House
Abstract
Охарактеризовано вплив різних факторів, контрольованих та неконтрольованих з
боку підприємства, на поведінку споживача. Детально розглянуто основні категорії
сувенірної продукції. Наведено основні переваги сувенірної реклами та визначено користь від її використання. Подано структуру надходження сувенірів на ринок України.
Систематизовано технології нанесення зображення на сувеніри. За результатами
досліджень сформовано порівняльну таблицю додаткових послуг на найбільших автозаправних комплексах Львівщини. Охарактеризовано вигоду від використання програм
лояльності більшості автозаправних комплексів. Аргументовано необхідність використання сувенірної реклами на автозаправних комплексах.
The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods. One of the most paramount elements that an organization unable to do well without is efficacious marketing communications, which today have a particularly strong impact on the relationship between business and consumer. Showing the influence of psychological factors on the consumer ‘s behaviour, which the enterprise cannot control. The influence of emotional motives, in particular the motive of joy and high spirits, is especially accentuated. Substantiating the necessity of using souvenir advertising as advertising that provides influence on the consumer through emotional motives. The main categories of souvenirs are considered in detail, which include three main groups: promotional souvenirs (small souvenirs intended for customers), business souvenirs (souvenirs intended for employees), VIP-souvenirs (expensive gifts with the company logo intended for VIP -persons). The main advantages of souvenir advertising are described, including a long period of advertising for the consumer, low souvenir price and unconventional advertising, which makes you pay attention and has positive impact on the consumer. The structure of the receipt of souvenirs on Ukrainian market is given. The technologies of image application on souvenirs are systematized, the main of which are silkscreen printing, pad printing, sublimation, embossing, risography, decal, laser engraving and computer embroidery. According to the results of the survey of consumers at gas stations in Lviv region, a comparative table of additional service of gas stations was composed. Describing the benefits of using loyalty programs for most of the gas stations. The necessity of using souvenir advertising at gas stations is argued.
The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods. One of the most paramount elements that an organization unable to do well without is efficacious marketing communications, which today have a particularly strong impact on the relationship between business and consumer. Showing the influence of psychological factors on the consumer ‘s behaviour, which the enterprise cannot control. The influence of emotional motives, in particular the motive of joy and high spirits, is especially accentuated. Substantiating the necessity of using souvenir advertising as advertising that provides influence on the consumer through emotional motives. The main categories of souvenirs are considered in detail, which include three main groups: promotional souvenirs (small souvenirs intended for customers), business souvenirs (souvenirs intended for employees), VIP-souvenirs (expensive gifts with the company logo intended for VIP -persons). The main advantages of souvenir advertising are described, including a long period of advertising for the consumer, low souvenir price and unconventional advertising, which makes you pay attention and has positive impact on the consumer. The structure of the receipt of souvenirs on Ukrainian market is given. The technologies of image application on souvenirs are systematized, the main of which are silkscreen printing, pad printing, sublimation, embossing, risography, decal, laser engraving and computer embroidery. According to the results of the survey of consumers at gas stations in Lviv region, a comparative table of additional service of gas stations was composed. Describing the benefits of using loyalty programs for most of the gas stations. The necessity of using souvenir advertising at gas stations is argued.
Description
Keywords
поведінка споживача, фактор впливу, маркетингові комунікації, сувенірна продукція, реклама, конкуренція, послуга, автозаправний комплекс, consumer behavior, impact factor, marketing communications, souvenir products, advertising, competition, service, gas station
Citation
Карпій О. П. Сувенірна реклама як фактор впливу на поведінку споживача / О. П. Карпій, Н. Р. Струк // Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : науковий жрнал. — Львів : Видавництво Львівської політехніки, 2020. — Том 2. — № 2. — С. 119–126.