Аннотация. Существующие исследования поведения потребителей на информационно закрытом и весьма специфичном российском рынке услуг приват-банкинга в целом носят фрагментарный и разовый характер. Статья посвящена анализу результатов лонгитюдного сравнительного исследования потребительского поведения за 2016-2018 гг. и выявлению его динамики. Методологическая база работы имеет междисциплинарный характер и включает теории потребительских ценностей, сегментации рынка, планируемого поведения. Методика исследования представляет комплекс кабинетных и полевых методов с преобладанием качественных методов, а именно глубинных интервью с субъектами рынка. В работе предложено авторское видение понятия «потребитель услуг приват-банкинга», систематизирована уникальная в силу закрытости рынка информация о российском состоятельном потребителе. На ее основе составлен собирательный портрет целевого потребителя за трехлетний период мониторинга. Выявлена трансформация сегмента состоятельных потребителей в субсегменты по различиям в поведенческих характеристиках; субсегментов-в ниши на основе различий в психографических характеристиках. Определены базовые виды деятельности потребителей на этапах процесса принятия решений, по которым установлена динамика поведения. Предложены практические рекомендации в рамках оптимистического и пессимистического сценариев развития конкуренции на исследуемом рынке. Результаты исследования имеют практическую значимость для менеджмента банков при принятии управленческих и маркетинговых решений по развитию рынка услуг приват-банкинга. Ключевые слова: маркетинговое исследование; российский рынок; услуги приват-банкинга; поведение потребителей.
The aim of the paper focuses on generating insights into the competitiveness of public transport in Moscow City in relation to the use of personal cars, considering individual basic consumer values and environmental factors, including the impact of the COVID-19 pandemic. The research question in this study is: how can we assess the main indicators of public transport’s competitiveness, which can motivate personal car owners with specific basic values to change the transportation mode for personal mobility? This conceptual research model combines the content analysis of publications and large-scale online survey of Moscow City’s car owners—potential consumers of public transport services—on a representative quota sample of 1263 respondents. The methodology includes the axiological approach for the identification of the main factors of consumer behavior of personal car owners in the city with combinations of the modified Schwartz’s methodology of the basic individual values evaluations. Secondary data manifested the changes in the behavior of car owners due to the fact that they value metropolitan environmental degradation and changed their transportation preferences to public transport even during the COVID-19 pandemic. Based on the factor and cluster analysis of the value profile of the individuals, seven clusters of car owners were identified, and two large clusters were selected as target segments for public transport services. The conclusion was made that it is necessary to differentiate social and marketing programs to promote the competitiveness of public transport in the minds of consumers.
This article focuses on the socio-technological aspects of the digital transformation of education as the most critical and relevant subject in the context of a pandemic COVID-19. The purpose of this study is to identify the problems of digital transformation of educational services and the factors that determine its prospects based on an analysis of the technological and social aspects of digital education during the emergency transition of the higher education system to distance and online education in the context of the COVID-19 pandemic. The methodological basis of the study was the theory of marketing, information technology, educational sciences, sociology, as well as desk and field marketing research of the behavior of international and Russian digital consumers of educational services. The main findings of the study were: presentation of the author's definition of the category "digital consumer" and updating the definition of "consumer behavior" in the context of digital consumption; systematization of digital resources for online learning, based on the involvement of universities in the academic and research multi-gigabit Internet network; setting the global social and technological problems based on the "digital divide" (digital gap), insufficient security and protection of personal data of students and teachers, and the social well-being of digital consumers; the features of the behavior of the digital consumer of educational services were revealed; the socio-technological factors influencing the prospects for the digital transformation of educational services have been identified.
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