{"id":9944,"date":"2021-12-06T08:30:31","date_gmt":"2021-12-06T06:30:31","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=9944"},"modified":"2022-01-19T14:34:54","modified_gmt":"2022-01-19T12:34:54","slug":"kontynuum-reklamnyh-tehnologij-i-marketyngovogo-czinoutvorennya-pry-formuvanni-spozhyvchoyi-povedinky","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=9944","title":{"rendered":"\u041a\u043e\u043d\u0442\u0438\u043d\u0443\u0443\u043c \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0439 \u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0446\u0456\u043d\u043e\u0443\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u043f\u0440\u0438 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u0456 \u0441\u043f\u043e\u0436\u0438\u0432\u0447\u043e\u0457 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438"},"content":{"rendered":"

\u041a\u041e\u041d\u0422\u0418\u041d\u0423\u0423\u041c \u0420\u0415\u041a\u041b\u0410\u041c\u041d\u0418\u0425 \u0422\u0415\u0425\u041d\u041e\u041b\u041e\u0413\u0406\u0419 \u0406 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0413\u041e \u0426\u0406\u041d\u041e\u0423\u0422\u0412\u041e\u0420\u0415\u041d\u041d\u042f \u041f\u0420\u0418 \u0424\u041e\u0420\u041c\u0423\u0412\u0410\u041d\u041d\u0406 \u0421\u041f\u041e\u0416\u0418\u0412\u0427\u041e\u0407 \u041f\u041e\u0412\u0415\u0414\u0406\u041d\u041a\u0418<\/p>\n

CONTINUUM OF ADVERTISING TECHNOLOGIES AND MARKETING PRICING IN THE FORMATION OF CONSUMER BEHAVIOR<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 201-207. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>6, \u0422\u043e\u043c 1, 202<\/strong>1 (<\/strong>300)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0412\u0430\u0441\u0438\u043b\u044c\u0447\u0435\u043d\u043a\u043e \u041b. \u0421.
\nORCID ID: 0000-0001-6262-6680
\ne-mail: vasilchenko_l_s@ukr.net<\/a>
\n\u041f\u0435\u043f\u0447\u0443\u043a \u0421. \u041c.
\nORCID ID: 0000-0002-2251-8818
\ne-mail: Pepchuk_s@ukr.net<\/a>
\n\u0411\u043e\u043a\u043e\u0432\u043d\u044f \u0410. \u041e.
\nORCID ID: 0000-0002-0596-5325
\ne-mail: an.bokovnya@gmail.com<\/a>
\n\u0427\u0435\u0440\u043a\u0430\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Lidiya Vasilchenko, Sergey Pepchuk, Anjelika Bokovnya
\nCherkasy State Technological University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-300-6-32<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 23.10.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 07.12.2021<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 \u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u0456\u0441\u0442\u044c \u0432\u0438\u0432\u0447\u0435\u043d\u043d\u044f \u043c\u043e\u0442\u0438\u0432\u0430\u0446\u0456\u0457 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432 \u043f\u0440\u0438 \u0437\u0434\u0456\u0439\u0441\u043d\u0435\u043d\u043d\u0456 \u043f\u043e\u043a\u0443\u043f\u043a\u0438 \u044f\u043a \u043e\u0434\u043d\u043e\u0433\u043e \u0437 \u0433\u043e\u043b\u043e\u0432\u043d\u0456\u0448\u0438\u0445 \u0447\u0438\u043d\u043d\u0438\u043a\u0456\u0432 \u0437\u0430\u0431\u0435\u0437\u043f\u0435\u0447\u0435\u043d\u043d\u044f \u0437\u0440\u043e\u0441\u0442\u0430\u043d\u043d\u044f \u043f\u043e\u043f\u0438\u0442\u0443 \u043d\u0430 \u0442\u043e\u0432\u0430\u0440\u0438 \u0456 \u043f\u043e\u0441\u043b\u0443\u0433\u0438. \u0417\u0434\u0456\u0439\u0441\u043d\u0435\u043d\u043e \u043e\u0433\u043b\u044f\u0434 \u043c\u043e\u0434\u0435\u043b\u0435\u0439 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430 homo economikus \u0456 homo psychologicus \u0442\u0430 \u0457\u0445 \u043f\u043e\u0441\u0442\u0443\u043b\u0430\u0442\u0438. \u0412 \u043f\u0440\u043e\u0446\u0435\u0441\u0456 \u0440\u043e\u0437\u0433\u043b\u044f\u0434\u0443 \u043c\u043e\u0434\u0435\u043b\u0435\u0439 \u0432\u0438\u044f\u0432\u043b\u0435\u043d\u043e \u043a\u043b\u044e\u0447\u043e\u0432\u0456 \u0432\u0456\u0434\u043c\u0456\u043d\u043d\u043e\u0441\u0442\u0456 \u043c\u0456\u0436 \u0440\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u044e \u0442\u0430 \u0435\u043c\u043e\u0446\u0456\u0439\u043d\u043e\u044e \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u043e\u044e \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430, \u0449\u043e \u0432\u0430\u0436\u043b\u0438\u0432\u043e \u043f\u0440\u0438 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u0456 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0437\u0432\u0435\u0440\u043d\u0435\u043d\u044c. \u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u0444\u0430\u043a\u0442\u043e\u0440\u0438, \u044f\u043a\u0456 \u0437\u0443\u043c\u043e\u0432\u043b\u044e\u044e\u0442\u044c \u043f\u0440\u0456\u043e\u0440\u0438\u0442\u0435\u0442\u043d\u0456\u0441\u0442\u044c \u0432\u0438\u0431\u043e\u0440\u0443 \u043c\u0456\u0436 \u0440\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0456\u0441\u0442\u044e \u0456 \u0435\u043c\u043e\u0446\u0456\u0439\u043d\u0456\u0441\u0442\u044e \u0432\u043f\u043b\u0438\u0432\u0443 \u0437 \u043f\u043e\u0433\u043b\u044f\u0434\u0443 \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u044c.
\n\u0414\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e \u043f\u0440\u043e\u0446\u0435\u0441 \u043f\u0440\u0438\u0439\u043d\u044f\u0442\u0442\u044f \u0440\u0456\u0448\u0435\u043d\u043d\u044f \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430 \u043f\u0440\u043e \u043f\u043e\u043a\u0443\u043f\u043a\u0443, \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u043e\u0432\u0443\u044e\u0447\u0438 \u043a\u043e\u043c\u043f\u043e\u043d\u0435\u043d\u0442\u0438 \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0456\u0457. \u041d\u0430\u0432\u0435\u0434\u0435\u043d\u043e \u0442\u0430 \u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u0430\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u0456, \u0437 \u043f\u043e\u0433\u043b\u044f\u0434\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0438\u0441\u0442\u0438\u043a\u0438 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438 \u043f\u043e\u043a\u0443\u043f\u0446\u044f, 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\n\u00a0 \u00a0 \u00a0 \u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0446\u0456\u043d\u043e\u0443\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f, \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0430 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430, \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u0437\u0430\u043b\u0443\u0447\u0435\u043d\u0456\u0441\u0442\u044c, \u043c\u043e\u0442\u0438\u0432\u0443\u044e\u0447\u0456 \u0444\u0430\u043a\u0442\u043e\u0440\u0438 \u0441\u043f\u043e\u0436\u0438\u0432\u0447\u043e\u0457 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 The article considers the ne\u0441essity to study the consumers motivation when making a purchase, as one of the main factors ensuring the growth for goods and services demand. The review of consumer behavior models homo economikus and homo psychologicus and their postulates are reviewed. In the process of reviewing the models revealed key differences between rational and emotional consumer behavior, which is important in the formation of advertising appeals. The factors that determine the choice priority between rationality and emotional impact in terms of modern research are considered.
\nThe process of consumer decision-making on the purchase using the components of psychology is studied. Relevant, from the point of view of marketing, characteristics of the buyer’s behavior, which directly affect his attitude to the level of the product price and the reaction to changes in price, are presented and considered. It is necessary to take into account the risks to which the consumer is exposed when making a choice, which should be meant by the manufacturer when setting prices and developing advertising appeals. It was found that the study of patterns of consumer behavior allows manufacturers not only to identify consumer motives in the process of choosing and making a purchase decision, but also to form ways to influence them. The analysis of consumer behavior based on the considered models and risks showed that most consumers are not ready, and some do not want to be responsible for the choice and decision-making, while striving to “have a choice”. By studying consumer behavior, producers have the opportunity to significantly improve the pricing process and make a more accurate calculation of a “fair” price that is acceptable to the consumer. The need for accurate market segmentation is justified. It is proposed to conduct segmentation based on ABC analysis to ensure a sufficient size of segments required for the implementation of flexible pricing strategies.
\nThe article reveals that in modern conditions of market saturation, factors that have a special impact on buying behavior need a new quality. It is determined that the interaction of advertising technologies and pricing is based on continuous comparison of consumer benefits and their perception of the price offer, which is manifested in the degree of their involvement in the purchase process. The necessity of close interaction of advertising technologies and pricing as the most influential marketing tools on consumer behavior in modern conditions is substantiated. Achieving such interaction is possible through the study of consumer involvement in brands, motivating factors of consumer behavior and perception of advertising.
\n\u00a0 \u00a0 \u00a0 Keywords:<\/strong> pricing, consumer behavior, advertising, involvement, motivating factors of consumer behavior.<\/p>\n

References<\/strong><\/p>\n

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