ЗАСТОСУВАННЯ ТРИРІВНЕВОЇ КОНЦЕПЦІЇ МЕРЧАНДАЙЗИНГУ ДЛЯ ФОРМУВАННЯ КУПІВЕЛЬНОЇ ЛОЯЛЬНОСТІ

Abstract

Problem of necessity of increase of purchasing loyalty is sufficiently clear traced in many scientific labors of the known scientists, however much unity in going near determination of essence and forming of the outlined concepts absents and needs clarification. Today, in the conditions of hard competitive activity, for successful activity of enterprise at the Ukrainian market of long duration partner relationships are needed with an user by the programs of loyalty. To form the protracted purchasing loyalty – relationships with an user, which will be based on emotions and trust, are needed. To influence on the conduct of users, form their favour to the shop, to increase the amounts of loyal and new buyers; to retain already existent clients – to stimulate the repeated purchases in combination with the construction of the emotional liking for a trade mark it is needed by merchandayzingu. The article analyzes the existing approaches to the definition of «consumer loyalty». The necessity of application of the three-level concept of merchandising, its tools and rules in the process of formation of consumer loyalty has been determined and substantiated. The key factors of the success of the market activity of the enterprise and the principles of building long-term relations with clients are investigated. The main tools of formation of consumer loyalty are outlined and their scope of application is outlined. The three-level concept of merchandising, which involves the use of visual elements for the creation of a suitable favorable atmosphere on the basis of psychophysiological behavioral laws, is proposed in order to form a long-term customer loyalty and construct an emotional attachment to the brand. The conceptual-categorical apparatus on research issues was improved, in particular, the definition of the objectives of merchandising in retail trade by establishing a logical relationship between the basic concepts of «consumer behavior», «the process of consumer acceptance of a purchase decision», «merchandising», «consumer loyalty».