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consumer choice Expansion in the market of the blessings

Level of social and economic development of the country is defined by level and quality of a life e and # 1104; the population, that in many respects depends on production of the qualitative goods and the services claimed by the consumer.

In information company for the last twenty years there were radical transformations in the consumer markets, there is a number of the new social and economic phenomena attaching to consumption new significance. Are distinctly shown raznonapravlennye tendencies: on the one hand, standardization, rationalisation, internationalisation of consumption which becomes global as has similar lines worldwide; with other - demassovizatsija and a consumption individualization.

on rationalisation of production of the consumer and social blessings essential influence was rendered by principles fordizma (conveyor production), justifying the concept of the aggregated market focused on unification of consumption. Rationalisation is based on standardization: the identical set, the identical prices, identical quality. There is a whole direction "makdonalizatsija", in detail investigated in works

J. Ðèòöåðà312. Makdonalizirovannye systems are based on principles; high speed

service, the big throughput, low prices. By this principle many segments of a consumer sector of the market develop: restaurants of a fast food (fast food), shopping centres (molly), gasoline stations, hotels, building of many-storeyed houses and other

Allocate four basic components of rational system: efficiency, kalkuliruemost, predictability, the control.

1) efficiency is connected with reduction of time and the efforts expended on satisfaction of requirements, by means of simplification and standardization of the goods and procedures of rendering of services. It is an optimum method of advancement from one condition to other. For example, for "McDonalds" consumers is the best way for hunger to ñûòîñòè313. In modern company effective and fast satisfaction of the want has positive effect.

312 Ritzer G. The McDonaldization of Socity. Thousand Oaks, CA: Pine Forge, 1996; Ritzer G.

Exploration in the Sociologu of Consumption. L.: Sage, 2001.

313 Roschins JA.M.sociology of consumption. - M: GU-VSHE, 2007. - with. 289.

2) Kalkuliruemost it is focused on quantitative parametres of the offered goods and services (the size, the price, speed of service), that allows to count and save expenses of money, time, forces. As marks Roschin JA, in makdonalizirovannyh systems the quantity starts to be equated to quality: that is offered in bolshem quantity

(Double, Threefold and t.l.) Means for the consumer good êà÷åñòâî314.

3) Predictability assumes creation of standard product samples, the same schemes of service and behaviour of staff that consumers did not search for alternatives.

4) the control by means of use of material technologies: behind behaviour of workers and consumers by means of numerous indexes and announcements, barriers to ordering of the turns, the limited menu limiting a choice, minimum possibility of the order. The technological control over production and sales processes supplies to consumers a constancy and standardization of the acquired goods and services.

in modern conditions principles makdonalizatsii extend on many spheres of a life: simplification, a schematization of images, restriction of a set of alternatives, acceleration of decision-making process at the expense of standardization of procedures are especially peculiar to the consumer market.

According to Rittsera J. There is a generalising category «new means of consumption» which are understood as a wide spectrum of forms of the concentrated and complex offer of the goods and the services transforming their acquisition and

use in a special occupation, in the important component of an image æèçíè315. City-molly, supermarkets concern number

new means of consumption, kruiznye liners, casino hotels - etc.

Makdonalizatsija as economic event, represents carrying over of principles of rationalisation of production on consumption processes. For consumers makdonalizatsii, is non-uniform process, bears both positive, and negative effects (tab. 4 1)., which are reflected in a number èññëåäîâàíèé316.

Dominating advantage makdonalizatsii is the economy of time, so

necessary for the modern consumer. Many companies try to save time at the expense of independent and often free delivery of production to a site of the client.

314 Roschins JA.M.sociology of consumption. - M: GU-VSHE, 2007. with. 289

315 Ritzer G. The McDonaldization. Thesis. - London, 1998.

316 Ivanov D.V.phenomen of consumption: the critical approach / consumption Sociology. SPb, 2009. - with. 11-24; Roschin JA.M.sociology of consumption. - M: GU-VSHE, 2007. - with. 291-293.

Table 4-1

Advantages and defects makdonalizatsii for consumers

Advantages Defects
· Availability of the goods and services

· Ubiquity and absence of time restrictions

· Speed and convenience of service

· Unification of quality of production

· Alternativeness expensive, To the individualised goods and services

· Stability and comfort maintenance

· Comparison of the prices of the competing goods

· Safety of production

· Absence of discrimination of consumers

· Speed of distribution of innovations on the network enterprises

· Ease of penetration of novelties

· the Inefficiency

· Overcharges

· Illusion of entertainments

· reality Illusion

· False friendliness

· Degumanizatsija working conditions and consumption

· Negative influence on health

· Negative influence on environment

· Obezlichennost sellers and buyers

· Homogenization of products of company

Struggle for the consumer in the market leads to expansion of zones of influence makdonalizirovannyh systems, to their penetration worldwide. Development of quantity production and occurrence of corporate giants create possibilities for the general style of a life, mass consumption of the same standardised goods and services, creating illusion kazhushchego a variety. These processes find the expression in rather new phenomenon - internationalisation of a social and economic life and consumption, characteristic for modern processes of globalisation, it is necessary to understand universal universal processes of unification of consumer preferences, receptions and types of consumption, stereotypes of perception of properties of the goods, a way of life and models of a spending pattern As consumption internalization under the influence of distribution of new technologies. To a certain extent this process has objective character and is realised evoljutsionno together with company development.

globalisation of the various markets and managing forms leads to formation of a global consumer demand. Rybalkina O. A. Suggests to consider global potrebitelski demand in three àñïåêòàõ317: 1) the aggregated demand for the goods and services in scales of global economy; 2) the personified demand of special group of consumers-globalistov from the different countries; having similar requirements and the general interests, making purchases by means of a global network; 3) a consumer demand presented on global brands

of 317 Rybalkina O. A. Development of a consumer demand in the conditions of postindustrial economy: the author's abstract kand. ekon. Sciences. - Samara. 2011. - with. 16-17.

the system of the global information influences formation in many respects identical requirements and interests at inhabitants of the majority of the countries that promotes occurrence of global products, their standardization and unification.

Standardization is connected with production and realisation of the homogeneous homogeneous goods and the services which offer in the market is always supplied in considerable quantities Duplicating of standard production in the necessary volume for the consumer - the basic process supplying existence of company and the person. In information economy duplicating, replikatsija the goods without expenses of scarce resources on the basis of computer technologies. The basic problems, according to G.B.Klejnera, will be connected with creation and working out of the new non-standard goods satisfying individual demand of concrete individuals. The problem of creation of the new goods will take a leading place among

economic problems, the economy of scale will give way to economy of scope 318 Distinctly

the tendency allocated with E.Tofflerom - demassifikatsija productions of consumer goods is shown. The economy from replikatsionnoj becomes innovative, hence, èíäèâèäóàëèçèðîâàííîé319.

Feature of the Russian production is poor quality of mass production. Duplicating with a choice quality and now for domestic economy a problem. Impulsive character of work of a domestic commodity producer does not allow to support quality of production for a long time. However, according to domestic scientists, in production of individualised production Russia can take the worthy place.

tendencies of rationalisation, standardization, consumption internationalisation are caused by consequences of marketing shift when values of advancement of production began to dominate over values of production. In 60th years of last century business has turned «faced to the consumer». The basic efforts have been directed development of marketing and the advertising which problems were reduced to belief of the consumer to purchase that is made. Then there were rising tendencies of adaptability of the production, to create only those products which can be productively sold in the market that has given a push of an individualization of a consumer demand.

active development of information technologies has prepared the technological environment for increase in volumes of production and expansion of possibilities of an individualization of a consumer demand. In a counterbalance of rationalisation and consumption standardization there is a new tendency: a comprehensive embodiment in a product of requests concrete

318 Mensch G. În theory Integration: Toward Economics of Scope. - 1985

319 Makarov V. L, Klejner.Ã.Á. Micro-economics of knowledge - with. 36-37

the consumer - êàñòîìèçàöèÿ320. For the first time noted tendency has allocated J. Ïàéí321 As the new coil of competition for the consumer, Under kastomizatsiej is understood reconsideration of values of quantity production and transition to manufacturing of the goods and services in small lots diverse range of production, the consumers intended for various task forces and segments ðûíêà322. Principles are put In a basis tojotizma which change structural communications between production and consumption, the return stream of the information from consumers to manufacturers is formed. Quantity production has led to a slashing of the prices, but quality of the goods and services as

it was supposed has thus decreased, that manufacturers could manufacture effectively. Modern manufacturability and a competitiveness high level in the market forces the enterprises and organisation to consider interests of concrete consumers, to be arranged under their individual demand, to choose the target audience.

Kastomizatsija it is based on the modular approach to production and advancement of the goods and the services precisely corresponding to inquiries concrete, instead of abstract consumers and buyers.

allocate following approaches to mass kastomizatsii:

· Kollaborativnaja kastomizatsija - it is based on direct cooperation of the manufacturer and the consumer, work is conducted in direct contact to the client, the special software of design workings out,

· Adaptive kastomizatsija - the return approach when one goods for everything are manufactured is used, thus the buyer can independently adapt it for the requirements, alter a design and the size of an item at own discretion;

· Cosmetic kastomizatsija - the standard goods, but kastomiziruetsja submission of this product in perception of the consumer are manufactured, adjustment under individual requests of the client is carried out;

· Transparent kastomizatsija - return process when the goods are changed on the concrete consumer, but is standardised submission about it as about a usual product. In this case revealing of consumer preferences and research of an image of their life is important to foresee the future requirements and desires.

320 Kastomizatsija (English customisation) - there is from an English word a consumer. 321 Pajn J. Kastomizatsija - a new coil of a competitiveness//http://e - excutive.ru/publications/aspects/acticle_360

322 Zabrodin A.JU.intellectual of service in business. - M: Economy, 2008. - with. 18.

As mark A.Tatarkin and T.Burkova, in all cases irrespective of the chosen approach the design technique is necessary, allowing to harmonise requirements of the client and firm possibility even if the buyer does not know exactly, that to it íåîáõîäèìî323.

Authors allocate other important area of realisation kastomizatsii - reception

information on preferences of the concrete consumer and formation of knowledge of it for fixing in a database. Cooperation with such consumers gives the chance not only to receive the information, but back to influence by means of accumulated about them knowledge. In due course similar communication will extend and go deep, that will allow consumers to come back constantly in the given company, at which enough knowledge of them is accumulated to supply with necessary level of service.

in process of strengthening kastomizatsii are shown e and # 1104; the new forms, one of which is tejlorizatsija - process of closer interaction with consumers, their active sharing in process of designing and creation of production and services. Concept tejlorizatsija (from English tailor - the tailor)) means production to order for the concrete client. As at the tailor, such production bases on the curves created on the basis of gaugings of parametres of the individual customer. This model of production is unique, is not subject to secondary use, cannot be used further as technological model for production of several samples. In information economy a social production in the increasing degree tejloriziruetsja, production great bulk becomes tailor - made, i.e. made to order, adapted for a definite purpose. According to Zabrodina M, tejlorizatsija productions directly it is connected with obshchesotsialnymi tendencies in company development where value of a unique image of each concrete consumer is underlined, the aspiration to creation

personal image, ñòèëÿ324 is designated. Tejlorizatsija it is most full shown in a fashion which

becomes fragmentarier, local, kastomizirovannoj. If earlier the fashion concerned only consumer goods now operates life cycle practically any goods or service. Under the influence of a fashion global trends are hardly segmented, that the consumer could choose production as much as possible corresponding to its predilections and preferences.

as Other forms of display kastomizatsii act tuning (from English tuning - adjustment, operational development, regulirovaka) and modding (from English modding - updating, stylisation).

323 Tatarkin A.I., Burkov T.V.high technology consumption in a new paradigm of socially - economic development//Bulletin JUUzGU. A series 2Ýêîíîìèêà and management ». Vyp. 8. 2008. ¹ 30. - S.70-71.

324 Zabrodin M.Ukaz. soch - with. 19.

the first model kastomizatsii actively gets on the automobile market where mass conveyor production at first sight dominates, serial cars in a base complete set are manufactured. However in such kind cars actually are not sold, they, kaTo the rule, are completed with the additional equipment to satisfy requirements of the concrete buyer, i.e. are lead up under the order of each client, the Relation of quantity of tuning cars to their general number makes three to five, and standard models anyhow require additional options at will of the customer. The model moddinga covers the computer and telecommunication market. By means of the given technology it is possible to change all parametres of base model of the computer or the smart phone: to expand memory, to increase a parent payment, to supply with the additional software, to change design of the case, navigation system etc.

Display kastomizatsii in tuning model, moddinga and tejlorizatsii has some differences Tjuningizatsija means creation of unique production on the basis of the standardised base element whereas tejlorizatsija means manufacturing of unique production from a zero cycle of designing to e and # 1104; Embodiments in a ready kind.

a new direction of development of a car industry is creation of unique, custom-made models for the concrete buyer on already available lines of products. Creation of the custom-made car assumes working out of the contract design of unique character, modification of technology of assemblage and a complete set, other innovations. To production as the small firms specialising on small-scale production Lamborgini or Rolls Roys, and automobile giants Mersedece BMW, Audi to order attend. Well-founded enough consumers become buyers, aspiring to underline the individuality. Hence, degree kastomizatsii differs depending on requirements of the buyer and its monetary possibilities. Deeper kastomizatsija assumes essential increase in a commodity price.

thus, more and more production it is made for the concrete consumer. Kastomizatsija becomes the general phenomenon, actively covers production of mass and daily demand. In international trade even the special group of goods FMCC (Fast Moving Consumer Goods) - «fast-moving consumer goods» is allocated. Total kastomizatsija means weakening of mass demand, its transition to highly structured form of existence when the mass buyer reacts on

kastomizirovannyj the goods or óñëóãó325.

325 Zabrodin M.Ukaz soch. - with. 21.

the demand and consumption Individualization, stimulated with development of information economy removes sphere of original ideas and workings out to the foreground at commodity producers. According to Makarova V. L, Klejnera Á.Ã.326 it creates chance for Russia to take a worthy place in the international division of labour. Development kognitivnoj infrastructures, intellektoemkosti the goods conducts growth to moving of production of knowledge from the economic centre on periphery. There is a division of the goods into ideas and things that is considered in new models of economic growth 327

the role of networks as stable cooperation communities, including consumers Raises. Vertical and horizontal setevizatsija, deep penetration into structure of requirements of the individual will lead to the account of interrelations of the requirements concerning different spheres of service and productions. From here process of integrated approach of service of the consumers, limited to requirements of the subject for preservation of certain level of a variety of an environment. The individualization of demand of consumers is accompanied by an individualization of knowledge, utility nontransportable (nekodifitsiruemogo) knowledge sharply increases. On a labour market transition to the market of dynamic abilities where ability of the person or group becomes object of transaction to generate new knowledge.

the individualization of transaction involves price personification. The price becomes not mass, and exclusively local category (sphere qualitative sushchnostej). The universal price of things decreases, under the influence of reduction of costs, the price individual, situational, refracted through perception of people simultaneously grows. On

Dolgina A.B.'s to expression, in modern conditions to produce the goods is cheaper, than ïðîäàòü328.

Therefore the marketing margin (delta) is defined by the costs connected with advancement of the goods to the end user, the essential part of expenses has information character. Trade receives the share of the income for creation of the information on demand of consumers.

In the conditions of crisis many companies have met difficulties with growth and yield achievement, among the numerous reasons: falling of trust of consumers, outflow of buyers, and as consequence profitability falling. The firms considering these tendencies, actively develop klientoorientirovannye business models.

326 Micro-economics of knowledge. With. 19.

327 Romen P. Modern economic growth//American Economic Review. - 1996. - 2 May.

328 Dolgin A.B.manifesto to new economy. - M, 2010. - with. 10

Klientorientirovannost is a business dealing on the basis of trust and honesty with use of knowledge of clients for satisfaction of their requirements and formation stable, mutually advantageous and long-term îòíîøåíèé329

the Given concept starts with a principle, that firms can get of advantage over competitors only having concentrated attention to clients. In this connection the companies should: first, to promote development of the dialogue constructed on understanding of individual requirements of each client, to accept accurate obligations, having refused from the standardised circulations through mass advertising campaigns and mass-media; secondly, initiatives on the organisation of sales should be extremely purposeful and proactive, be based on deep understanding of requirements of clients and structure of the risks connected with them; thirdly, the pricing structure should be fair, clear and transparent for the client; Fourthly, firms should use actively knowledge of buyers precisely to define their requirements, to correspond to their expectations, and to exceed them on speed go to a degree of service.

as a whole many firms try to apply in practice klientoorientirovanyj the approach, using for this purpose various models (fig. 4-1)

a Fig. 4-1. Klientoorietirovannye business models

329 Gardiner N, Yermilov M.Ulchaar S.Klientoorientirovannost in business//BCG Review. - 2012 - February. - with. 31

the Retail model concentrates on convenience of service and pleasure from interaction "firm-client". The basic accent is done on emotional pluses from the chosen company, an individual approach to clients and friendship. Firms aspire to underline close connection with local community and ability to help clients to find the goods necessary to them and services. The strong corporate governance and constant monitoring of satisfaction of consumers are necessary for successful realisation of the given model.

the sponsoring model is focused on long-term requirements and desires of clients. For work with consumers use the turned out image, offer the checked up both qualitative goods and services, are aimed at long-term partnership and loyalty of clients. Efficiency of model depends on reliability of IT support and system of the data collection, supplying the complete information on each client.

the convenient model concentrates on availability, simplicity and speed of granting of the goods and services. Channels of sales allow clients to follow a consumer choice natural to them. Products of such firms are clear for the buyer, they are easy for choosing and using. Pluses consist in fast, effective and faultless service. For successful realisation use computer databases, carry out the complex and continuous analysis of client inquiries.

the ultimate goal of application klientoorientirovannyh models - to transform simple satisfaction of consumers into loyalty, to induce them actively to purchase the goods and to advertise it among friends and acquaintances. Features of the domestic market are characterised by that variety of factors: slowing down of growth rates, profitability decrease, an aggravation of a competitiveness and increasing insistence of consumers, promote importance increase klientoorientirovannosti for the Russian business.

distribution kastomizatsii means all-round saturation of a commodity market and services, and also active use of the information and intelligence in processes of their creation and advancement to end users. To create production under the concrete buyer or to run in a new market segment, it is necessary to support constant and open information contact to consumers, to try to understand their real requirements and motives, to think over decisions and to embody them in production having additional consumer value. In modern conditions on the foreground there are concrete problems of the consumers which decision is possible only on the basis of complex use of the whole set of the goods and services, on the basis of reconsideration of traditional borders of commodity space and on creative attempt of creation of new systems and decisions under the concrete customer. From here,

kastomizatsii the role essentially increases in formation of competitive advantages of manufacturers and an innovative consumer' behaviour.

thus, on the basis of the conducted analysis it is possible to draw some conclusions:

Rationalization of production and kastomizatsija commodity space lead to consumer choice expansion in the market from the various parties:

first, makdonalizatsija, rationalisation, unification of production and services lead to consumption standardization, allow to save time and money supplies of buyers, as a result promote acceleration and an intensification of processes of consumption. Global distribution of these mechanisms worldwide promotes internationalisation of consumption and formation of a global consumer demand.

secondly, kastomizatsija and forms e and # 1104; displays tejlorizatsija and tjuningizatsija opposite lead demassovizatsii consumption on the basis of expansion of a consumer choice by deep segmentation of consumers that allows to satisfy diverse polymorphic requirements of buyers most full. These processes it is shown in the accruing tendency of an individualization of a consumer demand

4.2.

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A source: Manahova Irina Viktorovna. CONSUMPTION TRANSFORMATION In INFORMATION ECONOMY. The dissertation on competition of a scientific degree of the Doctor of Economics. Moscow - 2014. 2014

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