RESEARCH OF CUSTOMER BUYING BEHAVIOR ON THE UKRAINIAN ELECTROMOBILE MARKET
Keywords:marketing, consumer behavior, Generation Theory, urban transport, ecologistics
Such key innovations as renewable energy and electric transport are being broadly deployed in the world nowadays. Interest of the consumer market in electric vehicles has increased for the last 5 years. The article analyzes the market for electric vehicles from the point of view of marketing, since the analysis of sources that consider marketing of innovations shows that insufficient attention is paid to the issues of marketing activity and marketing tools in the market of electric vehicles. The purpose of the article is to explore the Ukrainian market for electric vehicles, identify the use of marketing tools and offer new ones which could be effective and relevant for the modern consumer market of Ukraine. Two types of marketing information, namely, primary and secondary data, have become the basis for the study. When collecting primary data, the main criterion for the selection of respondents was their age according to Generation Theory. Generation was identified as a population of people born in the span of 20 years. Thus, Generation X (over 40), Generation Y (20 to 40), Generation Z (up to 20) were covered in equal parts, accounting for 33.3% of the sample. The survey was conducted using the method of questioning with open and closed questions on the basis of confidentiality. Secondary data are based on empirical studies of market experts, professional community sites, and official statistics. Based on the results of the study, the authors have concluded that at present car companies that produce and sell electric transport do not conduct active marketing activities in the Ukrainian market and do not pay attention to marketing tools. As a consequence, many potential buyers are unaware of the benefits and capabilities of an electric vehicle and do not intend to purchase one. It is suggested to use differentiated marketing tools, based on the model of consumer behavior of generations. Along with the scientific value, the results of this study can be used by marketers of automobile companies to develop a profile of a potential buyer of an electric vehicle in Ukraine and formulate marketing plans aimed at definition and selection of marketing mix.
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