We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers' perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts' opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers' perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers' attitudes towards the brand and towards the ad are the key success factors for any type of brand. Different responses depend on consumers' expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts' assessments with consumer surveys. Findings indicate a large potential to join external and internal perspectives for obtaining more valid market assessments before the real market entry. Managers might need to enhance their model of assessed consumer perceptions with expert opinion before entering a market in order to align their advertising accordingly. Global and local brands face distinctively different market entry barriers. Novel global brands constitute a promising alternative for a food company wishing to enter a new market. Managers need to decide whether a combined specific approach is necessary and eventually incorporate it in case of new foods brands. A novel method is introduced to assess market perceptions of food brands before the latter actually enter the market. A combined approach incorporates expert opinions to enhance incomplete consumer information. Findings indicate strong interaction effects between brand and advertisement related factors which in turn strongly influence consumers' perceptions.
The article is devoted to the issues of comprehensive assessment of the tourism and recreational potential of the region. The shifting strategic priorities of the Government of the Russian Federation is aimed at reducing disparities in the territorial and sectoral development of the country’s regions, rational and effective use of the natural and economic potential. This is relevant in the crisis conditions, characterized by a decrease in the ruble exchange rate and the general purchasing power of the country's population. In this regard, the role of tourism as one of the most promising areas of the national economy in the context of its restructuring and import substitution is growing. The research devoted to an objective and comprehensive estimation of the tourism and recreational potential of the country's regions becomes necessary and in demand. The article deals with the types and methods of assessing tourism resources, approaches to assessing the tourism and recreational potential of the territory at the regional and local levels. Scientific works of domestic and foreign researchers in the field of recreational geography, tourism resource research, tourism economics are the basis for this study. Economic and statistical, structural and system analysis are the research methods of the study. The authors note that currently used approaches to assessing the re-gion's tourism and recreational potential do not cover the full range of criteria and indicators affecting the decision-making on tourism man-agement at various levels of government. Since recreational and geo-graphic approach dominates in the research, the issues of economic assessment of tourist resources receives insufficient attention. The article identifies areas for improvement of methodological ap-proaches to the comprehensive assessing the tourism potential of the region, presents the authorial approach to the tourism potential as-sessment of the region at the municipal level. This approach allows to take into account the unevenness of natural, climatic, historical-cultural and socio-economic and other resources in the regions, to identify the most promising areas for tourism development. Further development of methodological approaches to comprehensive assessment of tourism and recreational potential should be guided by strategic priorities for the regional economy development.
The article considers modern trends in the insurance market development in the Russian Federation, and reviews the main insurance products and the dynamics of their implementation over the past few years. The authors identify the necessity for improving the insurance services quality, active work with consumers, and development of targeted packages of services, corresponding to the specific needs of individual customer segments. Based on the case of regional insurance company operating on the local insurance market in the city of Novosibirsk, the article analyzes the socio-demographic and economic characteristics and their impact on the probability of choosing insurance products. Using Pearson's chi-squared test, the authors have accomplished statistical review of 30 hypotheses in order to reveal the relationship between the characteristics of consumers and their choice of various insurance products. Using CHAID-analysis, the one of the most popular technologies for data mining, allowed authors to distinguish different homogeneous groups of consumers for each of the insurance products considered. Based on the study, the authors have constructed classification schemes of insurance services consumers. This led to the conclusion that age and marital status are most significant consumer characteristics for the segmentation. On the other hand, the study of the constructed consumer classification schemes shows that such indicators as “children" and "income" practically do not influence the choice of insurance products. Also, a study using CHAID-analysis made it possible to determine which types of insurance services allow the most effective joint combinations. In turn, it allowed to form four specially selected packages consisting of several insurance products to maximize the satisfaction of the company's customers.
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