MARKETING SUPPORT FOR THE PROCESS OF STUDYING CONSUMER PREFERENCES ON THE HEATING APPLIANCES MARKET

Abstract

The article is devoted to the problems of marketing support for the process of studying consumer preferences on the market. It is proved that the study of consumer preferences involves the development of a system of marketing research of commodity markets and the determination which products the consumer prefers, the level of satisfaction with the product assortment on the market, how he chooses the place of purchase of the product, when he decides to buy the product, how the decision to re-purchase is made, on which characteristics he chooses the place and time of purchase of the product and so forth. It has been proven that the issue of ensuring the stability of relations with consumers (frequency of consumption, volume, ways, who is consumed), understanding the sensitivity of consumers to competitors’ brands require more detailed study. The purpose of the study is to develop a sequence of research of consumer preferences on the market of heating appliances on the basis of determining the frequency of consumption, modes of consumption, understanding the sensitivity of consumers to competitors’ brands. The study has demonstrated that in choosing an electric heater, buyers pay more attention to its technical characteristics and prefer to consult at the place of purchase. However, a significant number of users still choose online shopping, which means that enterprises should choose intermediaries which can sell in physical stores as well as online (online shopping is especially in demand in the period of the pandemic). One of the selection criteria for users of electric heaters has become the presence of additional auxiliary functions, such as shock protection, frost protection, protection against burns, child lock, thermostat, remote control, timer and warranty service. Enterprises need to improve their production, because this type of product is bought for long-term use, and therefore must meet all safety standards and be easy to use. The market of electric heaters in Ukraine is quite saturated with various brands, but not sufficiently developed in terms of advertising activities. In order to improve their market position, producers of electric heating appliances need to increase their advertising activity through various communication channels and media.