Implications of behavior evolution of Ukrainian internet consumers for integrated marketing communications

Iryna Shkurupska

doi:10.33987/vsed.3(67).2018.104-115

Abstract

The article considers the evolution of Ukrainian Internet users behaviour. Specifically, the changes in the characteristics of the internet users and their online shopping behaviours are tracked over the past several years. The analysis provides an understanding of fast expanding consumer market and its likely future development. Companies pay more attention to online coverage of events and the sharing of publications, as they save the least on digital communications. This segment of advertising is less affected than others during the current crisis: if you count the income in hryvnia, user involvement in this segment is the cheapest. In the client environment comes an understanding of the leading role of digital-agencies at the level of technical solutions. The results have a direct impact on Internet marketing strategies as an element of integrated marketing communications (IMC) in Ukraine and other developing countries. In the context of the research, the possibilities for increasing the impact of the IMC on consumer behavior on the Internet are identified. Marketers should start to treat the Ukrainian online population as a mass market with many niche markets in which they could do business. Modelling the research of IMC influence on consumer behaviour is important for facilitating meaningful comparisons between different companies (in-depth analysis of competition), time etc. To create such a research model, had to test several variables, in terms of matching model components and its functional relationship with theoretical precepts accepted as defining IMC. Thus, some aspects of the impact of the IMC on consumer behavior materialized in the decision-making process of Internet consumers have been clarified.

Highlights

In a competitive economy, development of the companies involve the existence of accurate information about consumers, so the concept of modern marketing highlights the need for having detailed and founded information about the consumer needs, motivation, attitude and actions
There are a growing number of studies about internet consumers in recent years. These include consumer perception of web advertisements [17], pricing and customer satisfaction [18] and browsing and purchase intention [19], among others. These studies have not attempted to analyse the characteristics and behaviours of internet users over time, nor have they considered all the four aspects of online part of integrated marketing communications (IMC) strategy in a single framework based on an analysis of the nature of the market and consumer behaviour
Adopting the approach according with IMC is not part of the marketing mix, but a holistic concept using marketing mix elements to create and strengthen relationships with consumers and to send a unified message, this paper aims to clarify some aspects of the mechanism of IMC influence on consumer behaviour, reflected in the buying decision process

Summary

Introduction

Development of the companies involve the existence of accurate information about consumers, so the concept of modern marketing highlights the need for having detailed and founded information about the consumer needs, motivation, attitude and actions. Diffusion of the internet implies that there is a market potential that results from the expansion of the online population in a country, whose members will have certain unique characteristics regarding their demographics, socioeconomic standing and internet behaviours These characteristics will to a large extent determine the appropriate marketing strategies for online businesses. The literature review reveals some well structured models of consumer behaviour, the most important of them having as main axis the buying decision process, outlined for the first time by Engel, Blackwell and Kolat [14]. This process includes basically five main stages: need (problem) recognition, information search and evaluation of alternatives, product choice and outcomes. The improvements and changes of model [15] refine the initial structure, including some possible options in the fourth stage, purchase option and a reshaping of fifth stage, as post-purchase evaluation [16]

Selection of previously unsettled parts of the general problem

Setting objectives

Findings and analysis