Abstract
Purpose: To create a portrait of a potential consumer and a target image of a new transport and logistics product — railway transportation of freight in swap bodies. Methods: Marketing tools of questionnaires, statistical processing and visualization of results have been used. Results: Based on the results of the work, the concept of a transport and logistics product with attributes that meet the needs of the target potential consumer has been formulated. Practical significance: The list of key parameters of a railway carriage for the transportation of swap bodies, swap bodies themselves, as well as additional services, which are fundamentally important for a potential consumer, have been identified. The results will be applied when the new design enters the market, as well as when “launching” a transport and logistics service for the freight transportation in swap bodies by rail.
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