Active Consumers Research Articles

Cause-Related Marketing as Sales Promotion

This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified experimental settings, actual fast-moving consumer goods markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. In this analysis based on 63 CMPs across 20 categories, the authors therefore investigate the short-term sales impact of CMPs as a function of the brand and category context in which they are executed. On average, CMPs run 11 weeks and donate 3.2% of product price, resulting in an average sales lift of 4.9% per week. The findings suggest that a necessary precondition for CMP success is that consumers notice it at the point of sale and hence have considered the CMP brand for reasons other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller, the category has less price dispersion, the brand is a category leader, or the brand is priced below the category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration.

Testing the effects of moral intensity news frames on consumer boycott intention

PurposeThis exploratory research examined how emphasizing a brand’s unethical behaviour through high moral intensity news framing influences consumer boycott intention.Design/methodology/approachThe hypotheses were tested and validated using two experimental studies that expose customers of real retail and personal care product brands to news articles that have high and low moral intensity news frames.FindingsThe results showed high moral intensity news framing’s positive effect on consumer boycott intention. The frame’s influence is moderated by moral awareness and partially mediated by perceived moral intensity and moral judgement. The findings suggest that consumers’ perception of the frame and their attitude towards the brand will have a substantial role in boycott intention.Practical implicationsThese research outcomes aid in the understanding of news framing effects on boycott intention, providing both insights for consumer activists and managerial implications for stewards of brands.Originality/valueWhile previous research have examined the impact of news frames on the typical audience, there has been relatively little focus on news framing’s impact on consumers and their decision to boycott brands. This study addresses this gap by applying the work on emphasis framing to a consumer decision-making context. It also introduces moral intensity framing to the news frame classification. In addition, this study expands current conceptualizations of individual ethical decision-making to help explain consumer boycott intent.

Future of Retailing in Metro Manila: DIY Homeowners’ Acceptance and Use of Technology in an Omnichannel Retailing

This paper investigates the multifaceted realm of consumer behavior within Metro Manila’s hardware industry, focusing on omnichannel factors that shape purchase intentions. Drawing from Venkatesh et al.’s 2003 Unified Theory of Acceptance and Use of Technology (UTAUT) model, the researcher adapted the theoretical framework by eliminating moderators and substituting Facilitating Conditions with Habit and Perceived Security. To unravel the intricacies of consumer preferences, a quantitative approach was employed, utilizing a survey instrument administered to 400 DIY homeowners-representing a cross-section of the target population. The research methodology incorporated Slovin’s formula for sample size determination, ensuring a robust and representative dataset. Additionally, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data and derive meaningful insights. This methodological approach allows for a refined exploration of the relationships between variables, offering a quantitative foundation for answering the research questions. The results elucidate the pivotal roles of Performance Expectancy and Perceived Security in positively influencing Purchase Intent. Notably, the study unveils a significant positive relationship between Purchase Intent and Usage Behavior, emphasizing the consequential impact of intention on subsequent consumer actions. This comprehensive exploration provides valuable insights for industry practitioners seeking to refine their omnichannel strategies in the hardware sector. By deciphering the intricate interplay of factors influencing consumer behavior, businesses can optimize their approaches, fostering greater engagement and loyalty among DIY homeowners in Metro Manila. This research contributes significantly to the evolving discourse on omnichannel dynamics, offering a nuanced perspective grounded in empirical evidence and a modified UTAUT framework.

SELECTED ASPECTS OF REDUCING FOOD WASTE IN THE CONTEXT OF SHARING ECONOMY DEVELOPMENT

The aim of the study was to identify selected forms of consumer activity in reducing food waste that refer to the idea of the sharing economy, and to determine the involvement of representatives of Generation Z – in this process. In addition to secondary sources, the results of a survey conducted in May 2023 on 303 students using the CAWI method were presented. The authors assumed the thesis that one of the ways to reduce food waste can be the sharing economy, the development of which is a kind of counterbalance to the progressive consumerism. An important role in this process should be attributed to foodsharing. The survey found that these initiatives are still not widely available and poorly publicized, with most of the interviewees admitting that they had never encountered them. A more popular form of saving food from being thrown away appeared to be mobile apps that allow people to purchase food at risk of going out of date, but only one in eight respondents on average said they used them regularly. In order to increase the popularity of this type of solution, it is necessary to intensify educational activities in various media and conduct regular public campaigns to raise awareness of the problem of food waste and its negative consequences, particularly by highlighting the problem of world hunger and the disastrous impact of discarded food on the climate.

Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee

The development of the internet and technological advancements have significantly altered the way individuals engage in various activities. Shop, facilitate consumer activities, and create consumptive behavior patterns among Indonesians. It is shown in the increasing use of e-commerce in Indonesia. The advancement of time and internet technology has significantly changed how the general public lives. The increasingly advanced internet has provided great convenience in everyday life, particularly in the corporate world. These days, information and communication technology forms the basis of brand promotion., market expansion, and the transaction and purchase process through e-commerce platforms. OECD in 2019 defines E-commerce as the term used to describe the practice of purchasing and selling goods and services over the internet., with a special system for transactions and orders. This can happen between individuals, households, government agencies, and private or public organizations. This change makes it easy for consumers to get goods without moving from the place and saves time. This change also reflects the global shift from conventional marketing (offline) to digital marketing (online). Marketing strategies implemented by many companies have great potential to provide product information and facilitate the transaction process through Internet platforms. This study attempts to determine how Shopee users' impulsive purchases are affected by flash deals, free shipping, and live streaming. The research methodology employed in this study makes use of questionnaire-based research data. Hypothesis testing was used to investigate the associations between several independent factors and a dependent variable, and multiple linear regression analysis was used. To determine partially and simultaneously. Analysis was done on how the independent variable affected the dependent variable at a 95% confidence level (α = 0.05). This is done through the F-test and t-test. Flash Sales, Free Shipping, and Live Streaming against impulsive buying in Shopee users are the objects of this study. There were one hundred customers in the sample used in this investigation. The findings of this study partially Flash Sale affects impulsive buying in shop users. Partial free shipping influences impulsive buying in Shopee users. Partially, live streaming affects the impact

Green Price and Purchase Intention of University Students in Plateau State, Nigeria

In today's volatile marketplace, there is a disconnect between the awareness of environmental issues and actual consumer behavior, particularly among young people like university students. Despite growing concerns about the environment, many continue to engage in unsustainable consumption practices. This is especially pronounced in Plateau State, Nigeria, where environmental challenges are significant. This study aims to understand why there's such a mismatch between green price and how students actually make purchasing decisions. It emphasizes the urgency of addressing this issue to promote more sustainable consumption habits among young people. Ultimately, the research seeks to investigate the effect of green price on purchase intention of university students in Plateau State, Nigeria. The study adopted a survey research design. The population size was 25,000 students from the two approved universities by NUC in Plateau State, Nigeria. The study utilized the Krejcie and Morgan table to determine the sample size of 417 students as respondents. Data was collected through a structured and validated questionnaire. The Cronbach's alpha reliability coefficients of constructs ranged from 0.791 to 0.981 The response rate was 93.33%. Data was analyzed using descriptive and inferential statistics. The findings revealed that green price has a significant effect on purchase intention (R = 0.413, R2 = 0.168; t =8.949, β =0.450>0.05). The study concluded that green price has a significant effect on purchase intention of university students in Plateau State, Nigeria. It is therefore recommended that businesses should consider implementing competitive pricing strategies for their eco-friendly products. Offering discounts, promotions, or incentives for purchasing green products are encouraged. This could help stimulate purchase intentions and drive sales.

Branding in the context of innovative development and sustainable marketing

The article focuses on the aspects of branding in the context of the influence of modern trends in innovation processes and sustainable development goals. The modern transformations of innovation processes under the influence of "closed" (traditional approach) and "open" (new approach) strategies for generating new products and the corresponding process of their branding are studied. The author pays attention to environmental branding as a new and effective method of market positioning through the positioning of the environmental properties of a product, which reduces (softens) the negative impact of production and operation on the environment by promoting products that meet environmental standards. It is established that modern approaches to branding require a comprehensive approach to brand formation as a mental construct and as a social "contract". Today, the effect of marketing brain print ("brain print") is gaining more and more recognition, which requires a focus on branding strategies on the profound sociological, psychological, and cultural impact on the consumer. It has been established that its implementation today is successfully realized thanks to artificial intelligence. Also, its popularization is noted in sustainable marketing approaches, especially as a driving force of modern culture in terms of brand involvement in the target audience of supporters of climate and environmental issues of modern economic development. It is established that the task of emphasizing the environmental properties of products and their corresponding competitive positioning is currently solved by a fundamentally new type of branding called "environmental branding" (eco-branding), which is an activity aimed at creating and introducing an environmentally friendly brand to the market with the help of marketing tools, managing the technology of promotion and advertising support of the brand with an emphasis on the environmental qualities of the product, the basis of which is the formation of a favorable image of the advertised product among consumers. Therefore, the paper describes the aspects of branding related to the process of generating open innovations as the circulation of targeted knowledge flows in the internal and external environment of enterprises, which, on the one hand, allows for more effective socialization of the concept of innovative products and, at the same time, a priori increases the potential level of positive brand perception. At the same time, it is shown (proved) that the increase in the efficiency of economic processes under the influence of consumer activation by such branding is explained by the interaction of triangulation of three determinants: innovation, environmental friendliness, and socialization. It is concluded that a modern innovative environmental brand in the above-mentioned modern conditions is also a conductor of sustainable innovations since, firstly, it popularizes the principles of creating sustainable products through the power of the brand; secondly, the brand ensures that the diffusion and perception of sustainable innovations by consumers is enhanced; thirdly, it ensures the strategic development of the enterprise's mission in new iterations of the future economy and consolidates the company's image as a leading and responsible company. Keywords: innovative development, sustainable marketing, brand, branding, marketing brainprint, brand management

Patient and public involvement in preclinical and medical research: Evaluation of an established programme in a Discovery-Based Medical Research Institute.

Involving people with lived experience of health conditions and the public (consumers) in health research is supported by policy, practice and research funding schemes. However, consumer involvement programmes in discovery-based preclinical research settings are uncommon. Few formal evaluations of these programmes are reported in the literature. This study aimed to evaluate an established patient and public involvement programme operating in a major Australian Discovery-Based Medical Research Institute (DBMRI) to inform programme development and the wider field. A multimethods programme evaluation incorporating demographic, descriptive and qualitative data obtained through consumer/researcher co-developed online surveys and semistructured virtual interviews. Programme participants (n = 111) were invited to complete an online survey seeking feedback on their experience of involvement, programme processes and perceived impacts. A purposive sample of 25 participants was interviewed. Descriptive data were analysed using explanatory statistics and qualitative data from surveys and interviews were thematically analysed. This consumer involvement programme was found to be useful and meaningful for most participants, with specific examples of perceived added value. Consumers most commonly engaged with researchers to inform research development, prepare funding applications or strengthen lay communication of science. Genuine consumer-researcher interactions, relationship development and mutual respect were key elements in a positive experience for participants. Opportunities to 'give back', to learn and to ground research in lived experience were identified programme strengths and benefits. Developing researcher training in how to work with consumers, increasing the diversity of the consumer group membership and expanding the range of consumer activities were identified opportunities for improvement. Organisational support and adequate programme resourcing were identified as key enablers. Discovery-based preclinical research is often viewed as being distant from clinical application; therefore, consumer involvement may be considered less relevant. However this study identified value in bringing a strong consumer voice to the discovery-based research process through a coordinated, organisation-wide approach with the potential for application in similar preclinical research settings. Four consumer partners from the DBMRI Consumer Advisory Panel were actively engaged in developing this programme evaluation. Specifically, these consumer partners co-developed and pilot-tested surveys and interview guides, reviewed and commented on project data analysis and reporting and also contributed as co-authors by editing the manuscript.

Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping?

Retailers are increasingly looking at leveraging new digital platforms like livestream commerce to generate quick or impulsive purchases in order to survive the intense competition and discover effective alternative ways to boost their profits. Impulsive purchases by consumers make up a significant portion of the overall consumer market and are a key source of income for retailers. In response to particular consumer actions, genders exhibit various attitudes and behaviors, which require businesses to adapt their strategies to engage the audience better. This study aims (1) to have a holistic understanding of the determinants of perceived hedonic value resulting in impulsive buying behavior in the livestream e-commerce context, and (2) to determine whether gender moderates the relationship between hedonic value, impulsive buying behavior, and user stickiness. An online survey was conducted to collect data using a structured questionnaire. The survey resulted in 335 valid responses from active livestream e-commerce users. The data were analyzed to test hypotheses using SMART-PLS software. The findings indicate (1) all selected livestream e-commerce factors result in the generation of perceived hedonic value, (2) the perceived hedonic value consequently results in impulsive buying behavior and user stickiness, (3) gender moderates the relationship between perceived hedonic value and impulsive buying behavior but not user stickiness, and (4) female consumers are more susceptible to the perceived hedonic value resulting in impulsive buying behavior. The study advances past efforts in investigating antecedents of impulsive buying behavior in livestream commerce. The originality of this study also relates to revealing the moderating effect of gender in perceived hedonic value-based impulsive buying.

Slow food and the slow food movement: a case study of consumer activism in Turkiye

PurposeThe slow food movement has become increasingly widespread globally in recent years. This paper focuses on explaining how Turkish cuisine, which has a deep-rooted history, meshes with the slow food movement and how this movement affects consumer behavior.Design/methodology/approachBased on expert opinion analysis with academics knowledgeable about the food industry and gastronomy, this paper explores how the slow food movement in Turkiye is evolving and how consumers perceive it. Content analysis was applied to the data obtained from the personal interviews.FindingsThe authors find that the slow food movement creates a strong brand image for businesses that rely on emphasizing the responsibility to the ecological system while appealing to the five senses of consumers. It already shows great potential even in emerging markets where typical household discretionary income is modest.Practical implicationsBased on key theories regarding all sales activism cases, the authors have offered insights into the dynamics, motivations and techniques of the case. Ensuring the preservation of the slow food movement, framing and creating associations need to be examined.Originality/valueSlow food is a movement that emerged against the standard, fast, tasty, but unhealthy products of the fast-food industry. It entails product variety, local flavors and preference for the single-flavor focus embedded in the fast-food movement. The movement started with considerations of gastronomy and later was institutionalized as a social movement phenomenon. Later, it expanded its base to activism, targeting various social issues.

ВЗАЄМОЗВ’ЯЗОК ЕКОНОМІЧНОГО РОЗВИТКУ МІСТА ТА МАРКЕТИНГУ ТЕРИТОРІЇ

This article examines the theoretical and methodical aspects of territory marketing. The use of territory marketing tools is aimed at active interaction with the potential market, in particular, consumers of territorial services. The further development of the country involves the introduction of strategic and tactical tools for marketing territories. For the effective use of marketing opportunities of a specific city (village, community), forecasting is carried out, based on a comprehensive analysis of the potential of markets in a certain territory. Management of the socio-economic development of a modern city can be carried out through the performance of basic functions. These functions include planning to achieve strategically important indicators of the city's development, organization, motivation and coordination of the activities of all subjects and objects of management in order to achieve the planned indicators, as well as the function of auditing the effectiveness of such activities. In market conditions, the internal needs and development trends of the city, considered as a social organism, are increasingly taken into account. Territorial marketing acts as a tool for the strategic development of the territory and the most comprehensive approach to solving its problems. Marketing possibilities of the territory represent attractive directions of action for the purpose of socio-economic development of this region. Territorial marketing contributes to the coordination of mutually beneficial interests of various entities operating in the territorial market. The article considers the key components of urban marketing, as well as the conditions and tools for the prospective development of a specific territory. In our opinion, the main goal of territory marketing is to promote the socio-economic development of the city and improve the urban environment. This includes the creation of a qualitatively new environment for key target audiences: local residents – actual consumers, as well as potential users of the territory's services.

Consumer Activism: Promotional Culture and Resistance by Eleftheria Lekakis (2022)

Consumer Activism: Promotional Culture and Resistance by Eleftheria Lekakis (2022)

Sweatshops, Disrespect, and Interference

Sweatshop defenders argue that interference in sweatshop conditions through consumer activism or government regulations is morally wrong because, first, such acts harm sweatshop workers, and second, they disrespect these workers. Distinguishing the prohibitive aspects of sweatshop interference as harm on the one hand, and disrespect on the other, these sweatshop defenders build both a consequentialist and a deontological foundation for their argument, respectively. This article crafts a rejoinder to the second foundation of the defenders’ argument. In particular, the article responds to the defenders against their argument that interference in sweatshop conditions might be morally impermissible because interferers disrespect workers with their activism. The ground of the defended argument is an ex ante interpretation of contractualist ethics.

Neuromarketing as a Mechanism of Communication with the Consumer: The Case for Small Business

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, product packaging, etc. This article is devoted to studying the structural and content environment of the marketing category and neuromarketing research on advertised materials via the eye-tracking method. The analysis of publishing activity on the topic of neuromarketing carried out with the help of Scopus tools and the VOSviewer toolkit showed a trend of increasing interest from the scientific community in the use of neurotechniques and technologies in the study of consumer behaviour since 2004. The results of the analysis of the structural and content environment have shown the growing interest of scientists in the detailed study of consumer reactions to a product, brand, site, and advertisement, with further conclusions regarding their preferences and priorities. The work revealed that in the field of neuromarketing, there are methods that can be conditionally divided into those that register activity in the brain (neurological) and those that register activity outside the brain (biometric). The characteristics of these methods make it possible to choose the most appropriate method of eye tracking for evaluating consumers’ reactions to advertising posters. Pupil Labs Invisible mobile eyetracker was used as the main tool for neuromarketing research. According to the results of the two stages of the experiment, heatmaps were obtained, which are described by the key metrics of the study: fixations and points of view, heatmaps, areas of interest, and time spent. With the help of research, the most profitable designs of advertising posters for consumers were determined. The influence of different colors and their combinations on the brain activity of potential consumers was analysed. As a result, a conclusion was made regarding the optimal placement of such key elements on the poster as the logo, and the price, the colour range of the presented materials and the fonts that were used were determined. The application of the obtained results of marketing research made it possible to obtain information about how consumers perceive visual stimuli, which, in the future, will be the basis for perfecting marketing communication strategies with the target audience of consumers.

ИССЛЕДОВАНИЯ ГРАНИЦ В РОССИИ В ЗЕРКАЛЕ БИБЛИОМЕТРИИ

Border studies as interdisciplinary field have been developing in Russia since the 1990s, but only in recent years have they become the subject of scientific reflection, which occurs mainly in the format of private expert assessments. The purpose of the article is a quantitative analysis of the state and trends in the dynamics of Russian border studies based on bibliometric data extracted from the eLIBRARY.RU publication database. Bibliometric analysis made it possible to identify the periodization of ups and downs in the publication activity of border researchers and consumers of their knowledge, the scale of this scientific field, its disciplinary composition and geography, to highlight some features of the problems of Russian border studies and to assess the level of their internal unity. Expert opinions were confirmed about the high fragmentation of domestic border studies and the weak tendencies of their theoretical, methodological and conceptual consolidation. It has been suggested that a polynuclear network structure of this scientific field is being formed, and that for now the leading role in the processes of its gradual integration is played by the transdisciplinary dissemination of quantitative methods and the solution of synthetic applied problems.

ПІДГРУНТЯ ПОКРАЩЕННЯ ІНФОРМАЦІЙНОГО ЗАБЕЗПЕЧЕННЯ БЕЗПЕКОВОЇ ДІЯЛЬНОСТІ ТОРГОВЕЛЬНИХ ПІДПРИЄМСТВ

COVID-19 and military operations, having significantly affected the financial and economic activities of Ukrainian enterprises, have actualized the need to solve the complex problem of security on new grounds. The previously dominant policy, which consisted in analyzing mainly internal information to determine the current level of security and establish the main threats, followed by the development of measures to eliminate them, turned out to be insufficiently effective in the face of a significant impact of external factors. It is emphasized that a particularly difficult situation has developed for trade enterprises due to the divergent behavior of consumers and suppliers. The purpose of the research was defined as outlining the content of the related concepts "uncertainty" and "information" with the further improvement of information provision of security activities of trade enterprises. In order to create a basis for improving the information provision of the security activities of trade enterprises, the following methods were applied: induction and deduction, comparison and systematization – in the study of the essential characteristics of the terms "uncertainty" and "information"; synthesis and analysis – for the formation of provisions in the interpretation of "valuable" information and "informational noise"; morphological analysis – to clarify the principles of meeting the informational needs of security subjects; graphic – for visual representation of theoretical and methodical material; abstract-logical – for theoretical generalizations and research conclusions. Based on the clarification of the content of the interrelated concepts "uncertainty" and "information", the conditions for meeting the information needs of security subjects were considered. The classification of uncertainty in accordance with the specifics of the functioning of trade enterprises has been deepened, in particular by highlighting such types of uncertainty as: human, technical and social. Attention is focused on the emergence of uncertainty in the activities of trading enterprises due to: the difficult predictability of the actions of consumers and competitors; insufficient quantity and quality of data for decision-making; lack of clarity in the established goals and criteria for their achievement; time limitation; the impossibility of predicting the severity of the influence of external factors, etc. The principles of bringing the content of the information environment of the enterprise to the needs of security subjects through the installation of filters and separation of information noise are substantiated.

Operational tests of a small-sized farm multi-purpose vehicle

The paper deals with the issue of expanding the scope of application of small-sized farm multi-purpose vehicles in the production process. The authors focus on the risks associated with the use of this type of machines. The authors prove that application of small-sized farm multi- purpose vehicles is feasible in agricultural production. To increase the interest of agricultural producers in small-sized farm vehicles it is necessary to develop a system of reliable assessment and verification of their actual consumer properties. For this purpose, the authors have studied the existing normative and technical documentation related to the functioning of this type of machines, varieties of small-sized vehicles and electrically driven trackless vehicles. Based on the available documents, they arranged a list of necessary tests to fully evaluate the main consumer properties. The test set consisted of nine procedures, including both static and dynamic tests. The paper provides data on the developed and manufactured experimental sample of electric cargo tricycle used on farms. The tricycle served as an example for the cycle of tests carried out according to the developed list. The paper summarizes the results obtained. Particular attention is paid to longitudinal and lateral sliding and tipping stability tests, center of mass position and traction tests, as well as dynamic tests to determine speed and braking performance, the mileage on a single battery charge, and vibration loading when operating under various road and climatic conditions.

Роль соціальних мереж при формуванні моделі поведінки споживачів

The aim of the article is to develop theoretical and practical foundations for determining the role of social networks in the formation of a model of consumer behavior under modern economic conditions. According to the results of the carried out study, it is found that due to the spread of the Internet, the emphasis in communications has shifted from mass ones to personalized ones, which has led to a change in the trade infrastructure and the nature of communications, in particular, up to the emergence of a dialogue in real time. Commodity flows in distribution channels have given way to information flows, and trade in goods has turned into information support for direct deliveries. In the world of social media, things are constantly changing, and it’s hard to predict exactly what will happen next. That is why the study of the development of marketing in the Internet environment under the influence of innovations and social networks is an important stage in planning consumer behavior. The article proposes a model for the formation of consumer behavior with the help of social networks, which takes into account the nature of network information, its content and distribution channels. In the described model, the process of formation of consumer behavior with the help of social networks is reflected in the form of both non-linear and cyclical behavior. The practical significance of the obtained results lies in the development of a model, which, unlike the existing ones, reflects not only the stages of the purchase process, but also the sources of information and its nature at each stage. There is a significant amount of information about products on the Internet, and the consumer is in contact with online information at every stage of the purchase process. Moreover, this contact can influence the further sequence of consumer actions, actualizing new needs and restarting the process of finding and evaluating alternatives. Such use of the Internet possibilities of today provides enterprises with a number of advantages that will help increase their competitiveness and improve economic indicators.

Приверженность к средиземноморской диете жителей мегаполиса на основе анализа покупательской активности

Currently, the most significant pool of evidence for health benefits in the scientific literature is formed from the use of the Mediterranean Diet Pattern (MDP). The purpose of the study was to assess adherence to the MDP in the megalopolis (Moscow) based on an analysis of consumer activity in a large retail chain. Material and methods. From anonymized purchase data for 2016–2018, 19570 holders of loyality cards of the retail chain were selected according to the following selection criteria: the presence of a dense of a dense segment of purchases (more than 6 months, where there is at least 1 purchase in 2 weeks), where the total cost of purchases was at least 4,700 rubles / week and at least 4 different products were purchased, they have available data on gender and age. The classification of a set of purchased products and dishes by food groups was carried out, and complex dishes were transformed into a set of their ingredients based on their formulation, and their distribution was carried out according to the corresponding food groups with the summation of the their mass. The weight of the constituent food groups was divided by the number of days of the active shopping period with the addition of 7 days for the consumption of the goods from the last purchase. The obtained values of the acquisition of food groups, expressed as grams per day, were compared with the criteria of the MDP for each of the food groups taken into account. Upon reaching the threshold value of each of the criteria, the patient received 1 commitment point. For each customer was calculated the cumulative number of achieved food categories criteria. Results. Of the 19570 participants in the study, only 542 people (2.76%) overcame the limit of low adherence to the MDP (7 points). Among the studied criteria of the MDP, the lowest compliance was obtained in relation to cereals, legumes and olive oil (less than 10% of buyers). Despite the revealed significant differences in most criteria of the MDP, the distribution pattern between men and women has much in common – the difference does not reach 5%. The average values of the sum of the fulfilled criteria of the MDP by age groups were significantly lower only for the age under 45 years (4.03 ± 1.24 versus 4.19 ± 1.33 for the 45–60 years group and 4.23 ± 1.36 for people over 60 years old, p = 0.001). An increase in adherence with age was noted for most of the MDP criteria. Conclusion. Thus, it can be concluded that adherence to the MDP was established only in a small part of the study participants. Young people are less committed to the criteria of MDP in their diets, which in the long term is dangerous for them due to the likelihood of an early onset of chronic diseases. Key words: criteria of the Mediterranean diet, nutrition assessment, purchasing activity, age-sex differences

МЕХАНИЗМ УПРАВЛЕНИЯ ОРГАНИЗАЦИЕЙ НА ОСНОВЕ ФОРМИРОВАНИЯ МАРКЕТИНГОВОЙ СТРАТЕГИИ

The purpose of the study is to develop the management of the organization through the application of marketing strategy. The article studies the fields of competitive strategy of the organization, including: leadership and minimization of costs; specialization in production, as well as fixation of market segment. Conceptual approaches to formation of marketing strategy have been systematized. It has been revealed that the variety of approaches to formation of marketing strategy is due to the plurality of researchers in this field. The step-by-step approach chosen covers all approaches to strategy formation to some extent. This provision defined the scientific basis for developing a marketing strategy by identifying the successive stages of strategy formation, taking into account the use of a digital approach to the formation of a marketing strategy. It presents consecutive main stages of formation of marketing strategy on the basis of analysis of consumer activity: preliminary; organizational and managerial; final. Each stage is a set of actions and possible tools for its implementation. The proposed organizational mechanism allows to use as a basis for formation of marketing strategy of the organization. Taking into account the obtained results, the role and place of formation of marketing strategy in the management cycle of the organization have been determined. The relevance of the study is proved by the formation of the marketing strategy of the organization, which affects the increase of the socio-economic potential of the organization as a whole. In the course of the study, an analysis of the scientific literature was conducted, the works of Russian and foreign scientists in the field of formation of marketing strategy were studied, as a result of which it is possible to conclude that that there are multiple approaches to the organizational mechanism of formation of marketing strategy. At the same time, the most developed step-by-step approach, which determined the further study of the organizational mechanism in the form of the phased formation of the marketing strategy, which can be attributed to: 1. planning the goals and activities of the organization (setting organizational goals; planning activities); 2. Implementation and monitoring of plans (decision-making and implementation of plans; monitoring of implementation); 3. Monitoring and analysis of results; 4. Adjustment of plans and /or objectives.