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2019 | 53 | nr 2 | 75--88
Tytuł artykułu

Created Customer Value by Different Trade Formats of Fast-Moving Consumer Goods in Poland and Ukraine

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Theoretical background: The main components of costumer value are the product, brand and image, personnel relationships and service activities, and offer availability. In retail, the important attributes of the products on sale are their range, price and terms of sale, relevant proximity and the benefit of obtaining, which includes spatial accessibility, emotional offer and time value. Modern trade solutions have created a wide range of opportunities for the client to facilitate access to the product offer through the introduction of various trading formats. The trade format should be understood as various concepts of retail outlet activity, which includes the formation of their infrastructure, immediate environment and the organisation of the sale of goods. Purpose of the article: The goal of the article is to classify the factors that create customer value using various formats of retail trade in consumer goods in the Ukrainian and Polish markets. Research methods: The following methods were used in this research: the abstract and logical method was used for generalising the theory and formulating conclusions; secondary research and survey were used for identifying the trends and patterns of efficiency in the studied factors; and the graphical method was used for visualising the results of the research. Main findings: In certain formats of sales points, the value for the customers is the breadth of the choice of goods and their quality, location and speed of purchase, the benefits arising from the level of prices and promotions, the service level and the general climate of the time offered by a store. The availability and possibility of goods choice has formed certain trends and customer habits among the buyers of consumer goods who are showing a preference for large purchases in hypermarkets and discount stores, supplementing purchases in specialised stores and only infrequently (in the Polish version) in markets/bazaars.(original abstract)
Słowa kluczowe
Rocznik
Tom
53
Numer
Strony
75--88
Opis fizyczny
Twórcy
  • Uniwersytet Marii Curie-Skłodowskiej w Lublinie
  • Lviv Polytechnic
  • Lviv Polytechnic National University, Ukraine
Bibliografia
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  • Horovitz, J. (2004). Service Strategy. Management Moves for Customer Result. Harlow: Pearson Education Limited.
  • Kothari, A. (2018). Customer Value: What it Means and How to Create It? Retrieved from https://tallyfy.com/customer-value/ [access: 27.12.2018].
  • Kotler, P., Keller, K.L. (2012). Marketing. Poznań: Rebis.
  • Kucharska, B. (2016). Ewolucja formatów jako przejaw innowacyjności przedsiębiorstw handlowych w Polsce. In: M. Sławińska (red.), Handel we współczesnej gospodarce. Nowe wyzwania. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego.
  • Monroe, K.B. (1990). Princing: Making Profitable Decisions. New York: McGraw-Hill.
  • Mruk, H., & Stępień, B. (2013). Tworzenie wartości dla klienta z perspektywy konsumentów i przedsiębiorstw. Warszawa: PWE.
  • Sullivan, M., & Adcock, D. (2003). Marketing w handlu detalicznym. Kraków: Oficyna Ekonomiczna.
  • Szymura-Tyc, M. (2005). Marketing we współczesnych procesach tworzenia wartości dla klienta i przedsiębiorstwa. Katowice: Wydawnictwo Akademii Ekonomicznej.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3). DOI: 10.1177/002224298805200302.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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