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Building a Universal Marketing Model for Choosing Emotional Products

Authors:

Yelena S. PETRENKO Dr. Sc. (Econ.), Professor of Marketing Communications Dept.

Abstract:

The paper looks at behaviour of customers in the process of consuming services with a priority emotional component. It uses the author’s concept of impression marketing as an avenue for the development of relationship marketing, which resides in gaining “consumer impression” by buyers emotionally involved in the process of using the service. Generalization of the data on customers’ satisfaction with the use of the method of secondary grouping of the questionnaire’s results reveals common patterns in the consumer choice model of buyers of various services. The paper uses the 5P marketing mix in order to construct the models of consumer choice of emotional product for the “comfort”, “standard” and “economy” consumer categories. A qualitative assessment of influencing factors confirms that modern consumers are oriented towards gaining emotional satisfaction when consuming virtually all categories of products and services. The author substantiates that “consumer experience” becomes the prime marketing category when studying behaviour of modern consumers. This allows us to universalize the model of consumer behaviour for the category of emotional products.

Keywords: CONSUMER EXPERIENCE, CONSUMER IMPRESSION, MARKETING MODEL, EMOTIONAL PRODUCT, SERVICE, PUBLIC CATERING, MEDICAL SERVICES

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For citation:

Petrenko Ye.S. Building a Universal Marketing Model for Choosing Emotional Products. Upravlenets – The Manager, 2017, no. 5(69), pp. 34–39.