2.3 Theoretical fundamentals of research of indexes of consumption of production of the enterprises of postselling service and their influence on heightening of competitive strength of the domestic car

With a view of detection of demand for production and operation and its performances we had been carried out research with use of sociological methods: questioning, interviewing, interrogation. The choice of the given methods is caused by availability of their holding, and also possibility of the big spanning of respondents for the purpose of conformity of sample of the general totality grounded on data of motor licensing and inspection department.

By us it has been interrogated about thousand Muscovites - owners of cars at the age from 18 till 65 years (see the application Questionnaire). As the analysis of data such demands systematisation of data by the basic criteria, and some questions of the Questionnaire were answered not with all respondents the certain part of materials has been recognised by invalid. However, the given method of study of demand allows to reduce the common sample, by grouping of answers, not changing thus their percent parity. Thus, we represent the total sample containing 112 persons. The performance of the interrogated automobile owners is presented in table 2.1.

Table 2.1 Performance of the interrogated automobile owners

Parametres the statisticans of motor licensing and inspection department of Interrogated By data Москвы* the Absolute. Kol-in, a unit of % the Absolute, kol - in, thousand unit of % 1 2 3 4 5 1. A floor - man's 79 70,5 1255 67 - female 33 29,5 618,1 33 2. Age - 18-24 of 34 30 487,1 26-25-35 l. 37 33 449,5 24-36-49 l. 21 19 505,7 27

Table 2.1 prolongation - 50 l. 20 18 430,8 23 3, the Social status - the businessman also is more senior

The employee 35 29 31 26:; - the worker 15 13 - - the pensioner 10 9 - - - the student 23 21 - - 4. The owner of the car - foreign cars 70 63 1388 74,1 - domestic 52 37 485,1 25,9 - the car 112 100 1872,62 99,9 - a lorry of 0 0 0,480 odes In total 112 100 1873,1 ** 100 * - owners of cars according to motor licensing and inspection department of of Moscow for 01.01.01

** - According to a site of the Moscow Association of the enterprises of maintenance service and repair of vehicles (www.mapto.ru/typel) as of 02.02.2003, in g, Moscow now it is included to 2,4 million cars, from them of 79 % - the cars which are in a private property (1,896 million). Thus, it is possible to state, that though there is no official information for 2002, but the park of private motor transport has grown slightly. Hence, it is possible with sufficient share of probability to assume, that the offered data of motor licensing and inspection department on automobile owners reflect the real circumstances of matters.

Men have made 70,5 % from among all interrogated (79 persons), women - 29,5 % (33 persons). Such distribution on a floor reflects predominance of men among owners of cars, and, hence, - and among consumers of the enterprises HUNDRED.

Of the common number of the interrogated 30 % have made faces at the age from 18 till 24 years, 33 % were made by citizens at the age from 25 till 35 years, that exceeds their share in a general totality a little; 19 % were made by citizens at the age of 36-49 years, that a little bit less than their share in a general totality; and 18 % have made faces at the age from 50 till 65 years, that also a little bit less than their share in a general totality.

Thus, our sample is displaced in favour of citizens at the age of 25-35 years which as display observations and the conclusions reduced in references, HUNDRED are the most frequent consumers of production and operations of the enterprises [30, 74]; [81, 187].

The greatest amount of respondents — owners of cars was made by businessmen (31 %), employees (26 %) and students (21 %).

Insignificant - pensioners (9 %) and workers (13 %).

And the share of owners of foreign cars in the common sample of respondents has made 63 %, that as a whole corresponds to a share of foreign cars in a motor-vehicle pool of of Moscow according to motor licensing and inspection department for 01.01.01 It is necessary to mark, that features of demand for operations on service and car repairs should not differ depending on the country of the manufacturer of a mean.

It is characteristic as well that among the automobile owners interrogated by us there were no owners of cargo motor transport.

According to motor licensing and inspection department data, among private owners of motor transport owners of lorries make only 0,1 %. The Majority of cargo motor transport belongs to the enterprises and architectures.

It is interesting to mark that fact, that according to the questioning spent by us among owners of the foreign cars which period of maintenance has not exceeded five years, the group of businessmen (73 %) sharply predominates. Among employees and students the significant amount of owners of foreign cars also is observed, however, in the majority, it is owners of the cars which period of maintenance has exceeded a 5-year-old mark (69 %).

As a whole, analyzing the interrogated automobile owners, it is possible to draw an output, that they precisely enough reflect a general totality.

In table 2.2 data about monthly average incomes of the interrogated automobile owners are presented (it agree to the data specified in questionnaires).

Table 2.2 - the Monthly average income of the interrogated automobile owners of of Moscow the Sum, rbl. / month Less than 5 000 10 000 20 000 - more than 5 000 10 000 20 000 30 000 30 000 % of respondents 5 15 32 36 12

For obviousness the data presented in table 2.2, are mapped in drawing 2.4.

Drawing 2.4 - Structure of the interrogated owners of cars on monthly average

To the income

Interrogation of motorists-users of services of the Moscow enterprises HUNDRED, has displayed, that the income of the majority of respondents is in the range of 10 Open Companies - 30 Open Companies of thousand rbl. (68 %). Thus a majority of respondents with monthly average incomes more than 30 Open Companies of rbl. (them of 12 % from total interrogated) are businessmen, owners of new cars of foreign manufacturers (here under a word "new" we have conditionally accepted the cars which period of maintenance does not exceed five years). As a whole, it is possible to mark, that in comparison with other regions of Russia it is the big level of incomes of the population [72, 28]. Thus, even having the level of the income exceeding as a whole on the country, the majority of citizens presume to itself acquisition or cars of the foreign manufacture, which period of maintenance has exceeded five years (and according to the informal statistics more than ten years), or the domestic car, and taking into account development of system of crediting in the country, even the new. The given fact

Should be accepted as one of the basic arguments from the Russian manufacturers for a gain bolshej parts of the market of the country.

Detection of the most popular information generators about the enterprises HUNDRED among inhabitants of Moscow was other prominent aspect of the present research. The given information at comparison with an advertising policy of the majority of the enterprises could speak about efficiency of their marketing strategies. Data about the most popular information generators among the Moscow automobile owners are presented in table 2.3.

Table 2.3 - Research of efficiency of advertising channels in engaging of consumers on the enterprises HUNDRED Moscow the Information generator Respondents Kol-in, people the Share, % advertising on radio 13 11,61 advertising on television 7 6,25 advertising in printing issuings 31 27,68 information from relatives, the friends familiar of 21 18,75 publicity boards, posters 15 13,4 sign-index on the corporation, hung out lengthways are expensive 15 13,4 Internet 10 8,93 In total 112 100

Apparently from table 2.3, the most significant information generators about the enterprises HUNDRED of Moscow are printing issuings and informal information generators (friends, the relatives familiar). So, about the enterprises which services respondents for last year used, 28 % have learnt from advertising in printing issuings; from relatives, the friends familiar — 19 %. Signs - on the corporation, the roads hung out lengthways, and also publicity boards, posters (the most popular among owners of the small and average enterprise advertising aspects) have attracted indexes only on 13,5 % of clients, advertising on radio - 12 %, advertising on television - 6 %,

The given fact fractionally refutes a hypothesis of many contributors which consider, that in HUNDRED clients are acquired under recommendations from friends, relatives, fellow workers, etc., and also through street advertising, rejecting a role of mass media (mass-media) [30, 62, 76, 128]; [108, 118-124]; [81, 176187]. The given contributors assert, that advertising in mass media does not justify itself. As it was already mentioned, the majority of the enterprises HUNDRED in Russia (and, in particular, in Moscow) are small and average. Advertising in mass media demands a great many of expenditures and consequently does not pay off. We do not agree with the given position.

Results of the given research it would be desirable to add with personal observations of the author behind TV advertising of the enterprises HUNDRED, spent in March - April, 2003 For two months on the central television it has not been presented any advertising of the enterprises HUNDRED. Some rollers advertising foreign models of cars have been scrolled four rollers, devoted to advertising of the official representative of a factory of Autovases in Moscow. The local television representing advertising on Northwest district of of Moscow, also for the examined period (two months) has not presented any enterprise HUNDRED.

Thus, possibly, 6 % of the clients attracted with TV advertising, saw it for a long time, however the effect from such advertising continued to operate. This fact indirectly testifies in favour of TV advertising.

That fact is interesting also, that only 9 % of clients have addressed on the enterprises HUNDRED, having learnt about them through a web the Internet. It is necessary to mark, that the Internet advertising of the enterprises HUNDRED of Moscow is presented to webs widely enough. It can indirectly testify to insufficient efficiency the Internet - advertising. The reasons for it sees a little. First, insufficient confidence at inhabitants of Russia to reliability of the information spreaded through the Internet. Secondly, insufficient popularity and prevalence of a web the Internet among inhabitants of Russia in comparison with other countries: so, according to a paper «Global tendencies of the market of informational techniques and the Russian realities»


In 2000 individual Internet users made in the USA of the population of 44,4 % of the country, and in Russia this digit has made only 9 % [183].

As has displayed research, guiding of the enterprises HUNDRED of Moscow should consider a significant place of advertising in mass media.

The principal output by results of research in the given part of operation, in our opinion, is possibility of detection of effect of the consumer on motor-car manufacturers and manufacturers of spare parts (in case manufacturers of autospare parts are official suppliers on the pipeline of a factory or simply certificated manufacturers of details) through HUNDRED. We will reduce offers of efficiency of such integration in the third part of our operation.

For architecture of service of motor transport in it is important to Moscow to know also obrashchaemost the population in HUNDRED, and also behind its separate services. Besides, it is important to clarify the sum which Muscovites are ready to spend for service of the car on the average.

In table 2.4 interrogation data on obrashchaemosti on the enterprises HUNDRED in a year are presented.

Table 2.4 - Amount of calls behind services on the enterprise HUNDRED Amount of times Kol-in respondents, the people the Share of respondents, % Never 9 8 From 1 to 5 times 70 63 From 5 to 10 times of 27 24 More than 10 times 6 5 In total 112 100

Apparently from table 2.4, the majority of the interrogated addresses behind services of HUNDRED 1-5 times in a year (63 % interrogated). And the analysis of questionnaires displays, that in the given group amount of foreign cars and domestic cars approximately equally. The age of an overwhelming majority of cars of respondents did not exceed 10 years. A little bit less often obrashchaemost respondents from 5 to 10 times. Analyzing data of questionnaires about marks and age of cars, it is possible to tell, that in overwhelming majority it is foreign cars of 1992 and earlier, and also domestic cars of 7 and more years of maintenance.

Thus 8 % of respondents have not addressed behind services HUNDRED never. All of them are owners of the foreign cars which are in maintenance till 5 years. Owners of domestic cars more than 15 years of maintenance and foreign cars more than 25 years of maintenance address behind services HUNDRED more than 10 times a year. Such respondents 6 persons participated in interrogation.

The obtained data on obrashchaemosti it is possible to use in the forecast of necessities in production, operations and services HUNDRED. As has confirmed research, necessity of services depends not only on amount of cars per capita, but also from middle age of cars that it is necessary to consider at drawing up prognoznyh models.

In the majority of sources on methods of prediction of necessity in production, operations and services HUNDRED we meet the simplified model: the amount of the cars consisting on the account in motor licensing and inspection department, shares on the average specification of hours of repair on 1 mechanic taking into account an average index obrashchaemosti [16, 74-76]; [82, 54, 62]; [85, 14-41]. Meanwhile, for last 10 years the motor-vehicle pool of of Moscow has undergone essential changes. There was a great many of foreign cars with a period of maintenance more than 10 years. The motor-vehicle pool of domestic cars, on the contrary, has rejuvenated. All is necessary for considering it at forecasts. In this connection, on our belief, technical centres within the limits of car industry development should accumulate the information on necessities in service and repair of means and to use it in two directions: For prediction of operation and development of the service, and for transmission of these data on car factories for the purpose of technics improvement, more exact orientirovannost on requirements of consumers and, as consequence of effective interaction of a motor-car manufacturer and


Technical service — heightening of competitive strength of the Russian car.

During research we have tried to define also the most popular aspects of operations HUNDRED among Muscovites. On a question on HUNDRED used what services respondents for last year, 427 answers have been received. Thus automobile owners considered basically services of servicing deports (HUNDRED). Such services as a car sink, cleaning of salon of the reflecting in the questionnaire have discovered.

The list of services of which the interrogated automobile owners have taken advantage, is extensive enough, however the most popular types of service had appeared shinomontazhnye operations (within a year 37 persons, or every third interrogated), computer diagnostics (30 persons, or 26,5 %), repair of brake system (29 persons, or 26 % have taken advantage of them), oil substitution (25 persons, or 22,3 % interrogated), kuzovnye operations (22 persons, or 19,6 % of automobile owners). Other aspects of operations met much less often.

On the basis of the received results we obosnovanno assume, that the enumerated operations are most claimed at the enterprises HUNDRED. Accordingly, guiding of stations, at activity scheduling can consider it and place emphasis on these types of service.

On a question on that, how many means have been spent for production and operations of the enterprises HUNDRED for last year, answers of respondents were arranged as follows:

To 1 Open Company of rbl. - 8 % (9 persons); from 1 Open Company to 5 Open Companies of rbl. - 11 % (12 interrogated); from 5 Open Companies to 10 Open Companies - 11 % (12 interrogated); from 10 Open Companies to 20 Open Companies of rbl. - 48 % (54 persons) more than 20 Open Companies of rbl. - 22 % (25 persons).

Thus, research has displayed, that the majority of automobile owners spends for car repairs on the average 10 000 - 20 000 rbl. a year. Thus the accurate


Dependences of expenditures for repair on mark and age of the car it is not established. So, most "zatratnymi", according to questionnaires, steel Москвич-2141 ("Svjatogor" 1994 of issue), Ford Mondeo (1996 of issue), Audi (2000 of issue) and VAZ - 21047 (2002 of issue) on which repair than 30 000 rbl. have been expended more

Opinion, that foreign cars are most zatratnymi in respect of repair and maintenance service, data of the spent interrogation does not prove to be true. On the maintenance of domestic cars in some cases leaves much more means, than for the maintenance of foreign cars. Lower prices of services are compensated by access rate.

Proceeding from data of the carried out research, it is possible to draw an output on high consumer ability of the population of of Moscow, and in particular, owners of cars. Therefore orientation of small servicing deports to the low prices is not absolutely true.

The drawn conclusion proves to be true also answers to a question on significance of the enterprises of automobile service for its consumers. Respondents HUNDRED asked to evaluate significance of this or that index of operation of the enterprise, having placed thus significance estimations on 10-mark system (1 point - practically has no value, 10 points - are very important).

For research following indexes have been offered: reliability, presence of corresponding guarantees; speed of service; a high degree of service, quality; presence of privileges; image, reputation of corporation; the low prices;

Convenient territorial arrangement (near to garage, the house, office, on a path to the house etc.);

Flexible system of repayment (granting of credits, calculation possibility non-cash by, etc.);

Amount and a variety of rendered services; another.

It is interesting to mark, that the majority of respondents (67 %) as the most important indexes consider (have given estimations from «8» to «10» points):

Reliability, presence of corresponding guarantees;

High degree of service, quality;

Image, reputation of corporation.

Significant part of the given group are people with high level of incomes (over 20 Open Companies of rbl. / month), owners of cars of foreign manufacturers (63 %). And only for respondents who have specified that in most cases realise repair, presence of corresponding guarantees, image and reputation of corporation are not significant enough (estimations in these cases vary from 2 to 4 points). Automobile owners have answered our additional questions on the reason of such estimation, that quality can evaluate and check up independently. Much more important for this category of respondents there were low prices. Stably low estimations had been meant such indexes, as presence of privileges and flexible system of repayment. 80 % of all respondents have evaluated significance of the given indexes from 1 to 5 points. Distribution of requirements to operation HUNDRED on points is presented in table 2.5. The Mean score was calculated as the sum of all points, delennaja on amount of the interrogated.

Table 2.5

Distribution of indexes of operation of the enterprises HUNDRED on significance for automobile owners the Place Quality the Mean score 1. A high degree of service, quality of operations 10 2. Reliability, presence of corresponding guarantees 8,8 3. Amount and a variety of production, 8,6 executable operations 4. Image, reputation of corporation 8 5. Speed of service 7,9 6. A convenient territorial arrangement 7,1 7. The low prices 7,1 8. Flexible system of repayment 5,9 9. Presence of privileges 5,6

In the common set of the interrogated automobile owners among indexes, the most important for the enterprises HUNDRED, according to table 2.5, on the first place there is a high level and quality of service. Along with it the most important indexes are presence of guarantees, and also amount and a variety given by the enterprise HUNDRED services. Hence, narrow specialisation of the enterprises (for example, manufacture is exclusive shinomontazhnyh operations and so on) is undesirable. (8 points exactly) image and reputation of corporation has a little smaller value. On this index the greatest scatter of points among automobile owners - from 1 to 10 points, and significance of the given index as it has already been marked is observed, is in essential dependence on incomes of the automobile owner.

The average place on significance is occupied by speed of service, a territorial arrangement and the low prices (the given criteria of the enterprises have typed from 7 to 7,9 points). And significance of price criterion, as well as criterion of image of corporation, according to interrogation, directly depends on incomes of the automobile owner. The least significance among the interrogated the system of privileges and discounts, and also flexible system of repayment (had cash, cards, the credit). The given criteria of operation of the enterprises have typed less than 6 points.

The analysis of the most visited centres has displayed, that 30,4 % of automobile owners (34 of total interrogated) prefer the service centres specialising on repair of separate marks of cars. The majority

Automobile owners for the interrogated period visited known for it, existing it is a lot of years, the service centres and the servicing deports offering wide enough choice of services irrespective of mark of the car.

Thus, our research in first two heads has defined position of the enterprises of motor industry and HUNDRED in the automobile market, a path of their interaction, system and indexes of their orientation to the consumer. In this connection, on the basis of research of the basic problems hindering creation and effective development of processes of cooperation of a car industry and HUNDRED we have defined the basic directions of strengthening of use of a postselling resource in heightening of competitive strength of domestic motor industry.

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A source: Berkovich Oleg Dmitrievich. Increase of competitiveness of domestic motor industry on the basis of use of a post-sale resource in the conditions of low solvency of the population: the Dissertation of the candidate of economic sciences: 08.00.05: Moscow, 2004 176 p.. 2004

More on topic 2.3 Theoretical fundamentals of research of indexes of consumption of production of the enterprises of postselling service and their influence on heightening of competitive strength of the domestic car:

  2. 2.2 Theoretical and practical aspects of a role of postselling service in heightening of competitive strength of domestic motor industry
  4. the thesis purpose is the justification of directions of heightening of competitive strength of national motor industry
  5. Berkovich Oleg Dmitrievich Povyshenie. of competitive strength of domestic motor industry on the basis of use of a postselling resource in the conditions of low solvency of the population: the Thesis of a Cand.Econ.Sci.: 08.00.05: Moscow, 2004 176 c., 2004
  6. 3.1 Improvement of quality of constructive automobile elements and operations by the enterprises of postselling service
  7. 3.3 Methodicalrecommendations about improvement of quality of operation with consumers, informational-analytical functions of the enterprises of postselling service and data transmission to the industrial enterprises
  8. 1.2 Architectures of a web of the enterprises of postselling service and its conformity to a motor-vehicle pool
  9. 1.3 Basic problems of architecture and control of the enterprises of postselling service
  10. 3.3. Realisation of approaches of marketing development of competitive production (a pas an example of the enterprises of the geophysical equipment)
  14. Dynamics of the indexes influencing a consumption level fuel on AT (data NTSI, the USA)
  15. Aslanov Mustafa Azhdar ogly. Strategy of marketing development of competitive production of the enterprises of mechanical engineering (on an example of the enterprise of the geophysical equipment). The dissertation on competition of a scientific degree of a Cand.Econ.Sci. Moscow -,
  16. Dynamics of the indexes influencing a consumption level fuel by kinds of automatic telephone exchange (data NTSI, the USA)
  18. 2.1 Concepts of control of processes of mutual relations of the industrial enterprises with production consumers as a reference point for manufacture scheduling
  20. the purpose of dissertational operation is perfecting of control gears by development of complexes of the enterprises of motor industry for heightening of efficiency of their activity
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