Publications

Purpose: This research focuses on the changes in consumer behavior including special requests and needs businesses should now take into account due to the new reality caused by the COVID-19 pandemic. It has led to the unprecedented and not yet fully investigated consequences for society and businesses during the world lockdown in spring 2020. Study design: The empirical research is based on the online survey of 445 consumers from the Russian market. As a result of confirmatory factor analysis (CFA) five factors are identified concerning consumer behavior during the COVID-19 pandemic. Three clusters of consumers were identified based on these five factors. Findings: The study reveals the increase in personal anxiety associated with the pandemic for two clusters of the consumers, and the challenge for some consumers to adjust their behavior with the lack of services. Originality/value: The paper contributes to studies on customer behavior during the COVID-19 pandemic and may be used as a base for future research and as a basis for businesses to change their marketing strategy

 

 

CONSUMER BEHAVIOR, BUSINESS RESPONSE, THE COVID-19 PANDEMIC, DIGITAL SERVICES, RUSSIAN MARKET

E-commerce market development depends on the configuration of factors which both enable its further development, but might as well hinder its adoption by consumers. In particular, emerging markets provide numerous opportunities for e-commerce; however, they are also associated with specific barriers, limiting the potential for fully exploiting these opportunities. With an Internet audience of 93 mln people, the Russian emerging market represents the largest online audience in Europe, stimulating substantial e-commerce growth over the last decade. The main objective of this paper is to explore consumer perception of e-commerce adoption factors on two levels — the first are the macro-level factors, associated with the overall environment, institutional factors and trust; the second one is store-level factors, or factors associated with real consumer experiences. This multi-level approach reflects the complexity of consumer thinking about the market — both in terms of the evolving environment, offering opportunities to make decisions and make purchases; and real experience, where the factors are influencing particular consumer decisions and are weighted by consumers as pros and cons. Our study is based on a survey, using a sample of 3 387 respondents representing the consumer perspective. The findings reveal the structure of the driving and limiting factors, highlighting the core role of the trustworthiness and transparency of the e-commerce market players, delivery conditions and store-related risks. 

Consumer orientation towards healthy foods depends on the coordination of companies, public policies area and the consumer’s ability to make choices. At the same time, consumer orientation depends not only on consumer awareness - knowledge and ability to choose foods consciously, but also on the possibility of making this choice, which is ensured by coordinated actions of companies and state. In this research, we consider a problem of optimal regulatory policy design, where the task is to determine the sugar tax rate maximizing the social welfare and stimulate healthier consumer choice. Based on the literature review, a model for coordinating multidirectional interests of market players (state, companies and consumers) to ensure the regulation of sales of unhealthy foods has been proposed. We test the model using consumer panel data and draw conclusions for a specific local market. The model helps to determine optimal prices and taxes on relevant food products.

In the current economic environment characterized by subdued potential growth and antiglobalization rhetoric, the risk of protectionism and trade barriers has risen. The World Trade Organization (WTO) recently alerted about worrying trend that the rate of new trade restrictive measures such as tariff increases, stricter customs procedures, imposition of taxes and export duties introduced by G20 countries in the first half 2018 was twice as high as during same period in 2017 and out-numbered measures aimed at facilitating trade (WTO 2018). Moreover, an increase in within-country income inequality during the period of rapid globalization has fueled an intense debate about the benefits of trade liberalization in emerging economies (Mohan 2018). As a result, pressured by ongoing structural changes, the policymakers in these markets are tempted to shape commercial relationships between states in order to protect domestic industries from import competition. Simultaneously, the emerging markets experience raise of nationalism which is reflected in increasing preference for domestic brands and negative perceptions of global brands (Lindner 2016). Protectionist policies have been implemented by many countries despite the fact that most observers agree that the world economy generally benefits from free trade (Baggs and Brander 2006). Obviously, such actions have impact on marketing and branding strategies of firms domiciled or hosted in emerging markets (Reagan 2018).

Increased attention to the growth of collaborative consumption (CC) is primarily connected to rapid digital transformation and spread of information technology, in both developed and emerging markets. CC affects most areas of everyday life, changing transportation methods (Uber), short-term rent (Airbnb), ways of entertainment (Youtube), tasks (TaskRabbit), and financing (Kickstarter). As the younger generation representatives grew up in the era of social network and cyberspace, СС seems essential for them. The main objective of this study is to identify the typology of young customers based on their attitude to CC adoption factors in emerging markets, and specifically, the Russian market. The paper attempts to bridge the theoretical gaps by analyzing and systematizing different approaches to understanding the phenomenon of CC, considering the factors that affect СС of different generations. Based on the results of an online survey of 2038 Russian users, CC adoption factors for the younger generation have been identified. Based on the results of the online survey of 2038 Russian CC services users, seven factors of the CC adoption by the younger generation: difficulty of CC adoption, risk of fraud, economic and environmental benefits, hygienic issues, ownership as a status symbol, CC as a modern lifestyle, social norms, and approval of the reference group; and five clusters of the CC users have been identified.

Th e paper deals with the analysis of the existing approaches to brand orientation operationalization. Th is research aims to develop and test on empirical data the scale for refl ecting the level of brand orientation development in Russian companies. For this purpose, a mixed empirical study was conducted, consisting of the sequential use of qualitative and quantitative methods. Th e qualitative research was conducted on the basis of in-depth interviews with fi ft een representatives of Russian companies, and the quantitative research as an online survey – on the sample of 213 Russian companies. As a result, the scale of four groups of indicators measuring brand orientation in four directions was formed: the strategic importance of the brand for a company, the communication activity of a company, the analysis of the behavior of a company’s competitors and the use of internal branding in a company. A distinguishing feature of the resulting brand orientation scale lies in refl ecting and measuring both components of brand orientation, specifi cally, strategy and tactics. Th e proposed approach makes it possible to assess the level of the company’s processes development aimed at the formation of brand orientation, both from the point of view of building activities around the brand values and using the brand as a strategic asset, and the specifi c methods, tools and implementation methods. Th e obtained fi ndings can be used by Russian companies in the development of a business strategy and in studies on measuring the level of brand orientation, identifying the brand management features in terms of philosophical and behavioral approaches to brand orientation and their harmonious integration within an organization.

Digital transformation and rapid development of Internet technologies in the past decade have contributed to the emergence of an innovative business model of collaborative consumption [Sheresheva, Katsoni, 2019] and the spread of collaborative consumption services (CCS). This study attempts to identify the factors that influence consumers’ decision to use CCS, drawing on generation differences formulated on the basis of generation theory, with a particular focus on Russian consumers. The factors highlighted as a result of systematization of existing studies have been tested on the data of a quantitative study conducted in the form of an online survey with a sample of 3635 Russian users of CCS. An explanatory factor analysis (EFA) helps the authors construct the framework of factors that influence the decision of three generations of consumers (X, Y, and Z) to use CCS. The analysis of variance between the groups (ANOVA) highlights the generation differences that affect the decision to use the CCS by representatives of three generations. The identified generation features are of both theoretical significance, serving as a basis for further research, and practical value for business, mitigating the risks of introducing new CCS to the market, allowing for the needs of various generations of users. 

The internet-retailing market is rapidly developing in the recent years, with an increasing number of consumers making online purchases. Growing market competition brings about greater variety of products and brands, growing purchasing power and the possibility to switch to competitors' products in the internet. All these make the research on a consumer journey in the internet-retailing market relevant. This article presents the study of a consumer journey in the Russia’s internet-retailing market. The results of the empirical research are based on the responses of 2567 consumers. To analyze the consumer journey, we use several quantitative methods: descriptive statistics, analysis of variance and Tukey's a posteriori multiple comparison test. In the course of the analysis, we describe four stages of consumer journey, as well as the main factors of loyalty formation. We identify groups of consumers that differ in their intention for future purchases and loyalty level based on the analysis of purchases’ frequency. The findings may be useful for further research on a consumer journey in the Russian internet-retailing market.

The study aims to defi ne the role of various marketing practices of companies operating in building broad-scope trust toward business in Russia. The results of an online survey among generation Z consumers demonstrate that consumers give a relatively higher rating to such aspects of marketing practices as product quality and retailing, while pricing and advertising practices received the lowest rating. About half of the respondents expressed their trust toward business. Besides, a positive evaluation of pricing, product quality, and retailing contribute to the consumer trust toward business, while after-sales service and advertising do not have a signifi cant impact on broad-scope trust. The results do not diff er among consumers with diff erent sex, income, and educational level, that indicates the homogeneity of the examines sample of generation Z consumers. Extant results can be used to form a market policy implemented at the level of both the state and self-regulatory professional associations, which is aimed at improving the “lagging” aspects of marketing practice to improve an economic and social well-being in the society.

Current monograph is devoted to the processes of transforming marketing activities under the infl uence of technology changes, massive business environment digitalization and its implications for consumer behavior. The focus of the monograph is made on evolution and innovations in marketing models – both in Russia and abroad, as well as transition to the focus on consumer experience, value co-creation within sharing economy practices, specifi cs of adapting strategic marketing to the era of global resources and competences integration. The monograph is targeting scholars, faculty, doctoral and master students, government and business specialists, interested in marketing and marketing models innovations in the context of digital transformation and diff usion of collaborative consumption.

This research is focused on the main characteristics of sharing economy as one of the fastdeveloping sectors of 4.0 industry in the world and in Russia. Due to the increasing role of a consumer as one of the key economic agents in the sharing economy, the research is focused on the sharing economy adoption factors on the consumer level. Sharing economy development perspectives and adoption factors, including drivers and impediments the consumers are facing are analyzed in the paper. To identify the factors determining the consumer behavior in the sharing economy in Russia, the quantitative survey with 2576 respondents was conducted. The analysis of empirical data allows to reveal six main factors of sharing economy developing from the consumer perspective: (1) the attitude to the sharing economy, (2) difficulties to start participation in the sharing economy, (3) perceived risks, (4) the role of property, (5) influence of the referent groups, (6) hygienic factors of sharing economy. After the cluster analysis, three consumer clusters were determined: (1) consumers with neutral attitude to the sharing economy, (2) skeptical consumers, (3) competent consumers. The results of the analysis are relevant both for the academic research and for the management practice and allow to make conclusions on the problems and perspectives of the sharing economy development in Russia based on the analysis of the impediments and stimulating development factors (drivers) in the context of the behavioral model of Russian consumers in the sharing economy.

Consumer food choice is based on many factors. As income-related restrictions decrease, the range of factors ceases to be limited only by price factors and is complemented by a number of non-price factors. The article provides a critical literature review of internal and external factors affecting consumer choice, including the proposed transformation of the composition and priority of factors in an economic recession and pandemic. As a result, authors obtain classification with factors considered in terms of declared, behavioral and physiological types of information. The allocation of various information types allows to focus on factors that require additional research using different methods of information collection. Specific factors that influence the food choice among youth, which are necessary for the formation and adjustment of food habits during adulthood, are considered separately. The authors propose a starting point for a comparative analysis of the factors influencing the consumers food choice, particularly in case of rapid environmental changes. In the article, a new research agenda, requires additional discussion and attention, is proposed and structured. The results could be useful for brand manufacturers and retailers developing their marketing strategies, as well as for adjusting government restrictions on the consumption of unhealthy and stimulating healthy foods.

While the field of customer orientation (CO) has been studied extensively since the 1990s,

there have hardly been any attempts to revisit the concept for the specifics of B2B markets,

especially in the context of emerging economies. This paper explores the peculiarities of B2B

firms’ CO on the example of Russia. The empirical survey of 272 Russian B2B firms show

that well-established CO measurement can be used as integrated complex measure. The

results of our analysis demonstrate a critically important aspect of CO, which helps to differentiate

the customer-oriented firms from those with only “declared” CO. The study indicates

a need to critically assess widely used marketing concepts and their measurement in B2B

markets of emerging economies.