ВПЛИВ МАРКЕТИНГОВИХ ІНСТРУМЕНТІВ НА ВСТАНОВЛЕННЯ ФАКТОРІВ ДОВІРИ СПОЖИВАЧІВ ДО ПІДПРИЄМСТВ

Abstract

The main purpose of article is to explore theoretical and methodological aspects of of factors that affect emergence of trust among clients and customers of by marketing tools. Within framework of study, a number of factors were identified that separately, in themselves, or in aggregate, affect creation of trust to enterprise. Among factors that have a positive effect on trust creation to company, article highlights following: authoritativeness, similarity, credibility, seniority, celebrity, friendly relations, frequency of location and actual demonstration. Also, during study, it was found out that above-mentioned factors of trust can be developed among consumers by marketing communication tools, depending on target audience. It has been determined that feature of influence on customers and clients of certain factors may facilitate sense of trust creation both to as a whole and to particular product or service. The article proposes use of trust-creating marketing as an alternative to traditional marketing because trust-based marketing model focuses on creating a large customer base of regular clients, creating a communication environment between them and enterprise, which in turn leads to sustainable and predictable profit of and get possibility to go out price competition. It is presented a schematic model that demonstrates a conceptual difference in application of traditional marketing methods and marketing methods based on of trust factors, which offers, at stage between desire to purchase product and its direct sale, to introduce three additional stages: consumer involvement in communication, development friendly relations between and enterprise and the formation of a trusting attitude towards by consumer. Also, study emphasizes, that another important component of trust-creating marketing development, opposite to norms of traditional marketing, is that after direct sale, communication with buyer does not stop, but on contrary becomes consistent and constant, which urges buyer to further interaction with company already as a regular customer.