FORMATION OF STRATEGIC PRIORITIES OF THE COMPANY'S MARKETING ACTIVITIES ON THE MARKET BASED ON A CONSUMER SURVEY

Abstract

The article examines the problems of information provision of strategic marketing activities of enterprises, substantiates the expediency of studying the purchasing behavior of consumers by the method of online surveys. An analysis of the results of a survey of car tire consumers was carried out and suggestions were provided, on the basis of which market participants can form strategic priorities for their own marketing activities. In the course of the research, the following aspects of purchasing behavior on the car tire market were studied: - the type of product that the buyer considers when buying (he is oriented towards buying new or used tires) and the categories of tire brands that he compares when buying; - purchase methods (traditional or online) and places of purchase chosen by car tire buyers; - the role played by the Internet network and the communication and sales channels based on it for the buyers of car tires in the process of product search (evaluation) and direct purchase. The CAWI (remote online survey) method was used to collect information. The research tool was an electronic questionnaire created in the Google Forms online service, a link to its completion was distributed in open online resources (social networks, groups and automotive-related channels in Viber and Telegram) with an offer of voluntary participation. According to the results of the survey, the following conclusions were made regarding the purchasing behavior of consumers in the car tire market: 1. Considering the difficult economic situation, in addition to buying new tires, a large number of motorists also consider buying used tires. In turn, taking into account the significant demand for used tires, market operators can implement commission trading programs for used tires provided by customers. 2. It is advisable to make strategic decisions regarding the representation of different price segments in the range of tires in a differentiated manner, giving equal representation to the positions of both global maintenance brands and more affordable tires (both domestic and foreign production). 3. When forming strategic decisions, it is advisable to make equal efforts to promote the product both in online channels and to be as effective as possible in regular (physical) sales channels