MARKETING THEORY AND METHODOLOGY

Modern consumer behavior of Russians: features and trends
Fedosenko A.A., candidate of Economic Sciences, Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University, Rostov-on-Don,e-mail: ann.smaragd@gmail.com
SPIN-code: 1293-4053; Author ID: 961419; ORCID: 0000-0002-5346-4197

The article discusses current approaches to the interpretation of the phenomenon of «consumer behavior», reveals the essence and determinants of changes in consumer positioning patterns. The features of modern consumer behavior, understood as a multilevel and multidimensional form of communication, having a dual nature, are analyzed. The author pays special attention to the study of indicators and the identification of new trends in the development of Russian consumer behavior.
Keywords: marketing, consumer behavior, needs, transformation of consumption, trends in consumption, determinants of consumer behavior.

Sources
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MARKETING TOOLS

Analysis of market potential for the development of company investment strategy
Bukhtiyarov S.E., senior finance manager cluster Eurasia, HAVI, e-mail: stanius@yandex.ru
Researcher ID (WoS): HNR-1149-2023; ORCID ID: 0009-0005-8047-3442

The article presents the methodical approach for a market analysis, its potential and a company positioning in a market in comparison to its competitors. The article provides company finance function employees, marketers and a management with the methodical approach, which implementation and adherence to allows to make market assessment, to see trends and to take a weighted decision based on transparent mathematical approach and analysis.
Keywords: market potential, market capacity, segment (niche) selection for a new product.

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The concept and tools of experience gamification in the management of external and internal target audiences of the brand
Khrolenok P.O., Master’s degree student, ITMO National Research University, Saint Petersburg, Russia, e-mail: pkhrolenok@gmail.com
ORCID: 0009-0004-1829-3603
Soloveva D.V., Candidate of Sciences in Economics, Docent of Faculty of Technology Management and Innovation, ITMO National Research University, Saint Petersburg, Russia, e-mail: dinasolovieva@yandex.ru
ORCID: 0000-0003-4147-6622
Vorobeva A.A., Candidate of Sciences in Economics, Teacher of Technology Management and Innovation, ITMO National Research University, Saint Petersburg, Russia, e-mail: alenka-vorobeva@mail.ru
ORCID: 0000-0002-4697-7613

This article proposes the author's method of forming an experience management strategy, where gamification is an emotional anchor in the consumer's mind and a key tool in the formation of brand images. The author's method is based on models such as: PEST, positioning map, Customer Journey Map (hereinafter – CJM), as well as proposed mechanics to work with gamification. The proposed method is based on 3 alternatives and is built in a complex of analytical, strategic and tactical blocks.
Keywords: gamification, customer experience management, customer journey map, employee experience management, experience management strategy, marketing, brand experience, branding.

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Segmentation of Russian internet users of older ages
Sivov P.O., post-graduate student, Lomonosov Moscow State University, Faculty of Economics, e-mail: spo3112@mail.ru

Preparing for the economic and social shifts associated with an aging population is essential. The article explores the growing market of silver consumers to determine the share of иnternet users among silver consumers and the purpose of using the иnternet, as well as to segment users according to their иnternet usage patterns for further use in the formation of a marketing strategy. It was found that almost half of silver consumers use the Internet, there is a separate segment of silver consumers who use the иnternet for study, and also that chronological age does not reveal a specific segment of silver consumers in relation to the purposes of using the иnternet.
Keywords: silver consumers, internet using, consumer behavior.

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MARKETING RESEARCH

Multisensory study of consumer behavior when choosing cheese in the mass demand segment
Kalkova N.N., candidate of economic sciences, associate professor, associate professor of the Marketing, Trade and Customs Department of the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, e-mail: nkalkova@yandex.ru
SPIN-code: 8803-9143; Author ID: 786073; ORCID ID: 0000-0002-7339-9935

The article presents a theoretical study of the influence of packaging color on consumer perception of products, highlights a number of sensory features of the influence of color on the taste and value perception of various products, identifies the main components of color perception by consumers of packaging when choosing goods in the mass demand segment. An organoleptic study of «Russian» cheese from 3 manufacturers was carried out, it was revealed that there are gender and factor differences in the choice of cheese. Also, during the study, it was determined that attractive packaging, high price and appearance may not meet the high taste expectations of cheese.
Keywords: sensory branding, multisensory perception, color, packaging, organoleptic research, consumer behavior, cheese.

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The fashion industry's consumption by young people in the context of environmental challenges
Timokhovich A.N., PhD in Psychology, Associate Professor at the Advertising and PR Department of State University of Management, e-mail: 3178720@list.ru
SPIN-code: 4619-7868; Author ID: 450887; Scopus ID: 57212621828; Researcher ID: C-8154-2015; ORCID: 0000-0001-5326-5975
Filenko Ts.S., specialist at Art Institute, Russian State University named after A.N. Kosygin, e-mail: tsvetka13@bk.ru
SPIN-code: 1569-5377; Author ID: 1074070; ORCID: 0009-0009-4745-0926
Lelyakova A.S., specialist at Faculty of Archival and Document Science, Russian State University for the Humanities, e-mail: agatafil2008@rambler.ru
SPIN-code: 8928-6664; Author ID: 1098446; ORCID: 0009-0005-7655-9278

The article presents the results of an empirical study aimed at studying the consumer practices of young people in the fashion industry products. The research was conducted in spring 2023. It reveals different trajectories of young people's consumer behavior depending on the frequency of fashion products purchases. The factors under the influence of which young people make purchases of fashion industry products have been considered. The attitudes of young people towards environmentally friendly products and the promises of fashion brands regarding environmental characteristics have been traced. Conclusions are formulated based on the results of the study.
Keywords: fashion industry products, fashion, brand, ecology, consumer behavior, young people.

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9. Gerasimov V.E. Ekologicheskii PR: ot teorii k praktike. – M.: ID «Gorodets», 2020. – 272 s.

The person consuming: who is he in 2023?
Danilova K.A., Candidate of Economics, Associate Professor of the Department of Management of the Ural Federal University named after the First President of Russia B.N. Yeltsin, e-mail: k.a.danilova@urfu.ru Author's
SPIN-code: 6956-1330
Maltseva Yu.A., Candidate of Philos, Associate Professor of the Department of Management of the Ural Federal University named after the First President of Russia B.N. Yeltsin, e-mail: i.a.maltceva@urfu.ru
SPIN-code: 5397-7601; Author ID: 181556

The article presents the results of the analysis of consumer trends by the end of 2022. Consumer expectations and preferences are analyzed. A comparison was made with the trends of 2021. The author's approach to assessing consumer engagement based on the corresponding psychological state is presented, as well as the results of research aimed at identifying transformations of consumer behavior based on their sense of hunger.
Keywords: consumer behavior, consumer engagement, semantic hunger in marketing, consumer meanings and values.

Sources
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MARKETING COMMUNICATIONS

Digital tools in the marketing promotion of exhibitions: prospects of use
Prokhorevich A.V., 4th year student of Higher School of Economics and Business, Plekhanov Russian University of Economics, e-mail: prokhorevicha2001@yandex.ru
SPIN-code: 2002-1485; Author ID: 1150040; ORCID ID: 0000-0002-9997-4598
Lobanova M.V., 4th year student of Higher School of Economics and Business, Plekhanov Russian University of Economics, e-mail: velobanowa@yandex.ru
SPIN-code: 4189-8286; Author ID: 1191811; ORCID ID: 0000-0003-3980-6856
Darchenkova A.K., Assistant Professor, Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics, e-mail: darchenkova.ak@gmail.com
SPIN-code: 4245-8067; Author ID: 1165431; ORCID ID: 0000-0003-1205-9985

This article discusses the best practices of using digital technologies in marketing promotion of exhibitions and festivals. Due to scientific progress, many organizers everywhere introduce digital technologies into events of this type, but it is necessary to identify which digital tools are most effective for a particular stage.
Keywords: digital technologies, exhibitions, festivals, social networks, AR, VR.

Sources
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6. Geits B. Biznes so skorostiu mysli. – M.: Eksmo, 2007. – 480 s.
7. Kakie kanaly kommunikatsii ispolzovat v B2B PR [Elektronnyi resurs]. URL: b2b-journal.ru/column/kakie-kanalyi-kommunikaczii-ispolzovat-v-b2b-pr (data obrashcheniia: 11.02.2023).
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10. Afonskii S.A. Potrebitelskoe vospriiatie art-obieektov kak faktor upravleniia konkurentosposobnostiu kompanii // Marketing: problemy, resheniia i perspektivy / pod nauch. red. V.V. Nikishkina. – M., 2022. – S. 282–297.
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Formation of youth and pupils patriotic consciousness of junior grades through social PR
Dianina E.V., senior lecturer at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: elena-dianina@yandex.ru
ORCID ID: 0000-0002-6813-7359
Abramova A.A., is a 2nd-year student at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: nyura.abramova.anna.abramova@mail.ru
Borodina I.R., is a 2nd-year student at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: rinairinabo@gmail.com
Yurshina A.A., is a 2nd-year student at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: yurshina.nastya@mail.ru

The article discusses the use of social PR in the formation of the patriotic consciousness of children and youth. In connection with political, socio-economic and socio-cultural events, the problem of patriotic education and the formation of the patriotic consciousness of young people has acquired a nationwide character. The article presents an analysis of secondary research by VTsIOM on the study of young people's attitudes towards their country. And also conducted the author's research (Internet survey) on the above problem in order to identify the attitude of young people to patriotism. The study involved students aged 17 to 25 years. Based on the theoretical analysis of the problem under consideration and the results of the survey, the authors propose a social PR project for primary school students and students aimed at raising the patriotic consciousness of children and youth. And also in the article recommendations are given to increase the level of patriotism.
Keywords:  digital literacy, older generation, advertising, PR, marketing communications tools.

Sources
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Title sponsorship: russian and foreign experience (using the example of Emirates and Tinkoff)
Korotkevich E.T., 4th year, Higher School of Economics and Business of the Plekhanov Russian University of Economics, e-mail: fullhouse050@gmail.com
OCRID ID: 0009-0004-2754-9949
Yavdolyuk E A., Assistant of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics, e-mail: eayavdolyuk@gmail.com
ORCID ID: 0009-0003-0593-2827

This article examines the specifics of title sponsorship in PR communications in foreign and Russian companies. The peculiarities of Russian and foreign experience are revealed. Based on the analysis of this experience, the problems and prospects for the development of title sponsorship are identified. As a result of the study, an attempt was made to determine the possibilities of increasing the effectiveness of title sponsorship.
Keywords: marketing, sponsor, sports, bank, relationship correction, advertising.

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4. Bank «Tinkoff» stal titulnym sponsorom datskoi velosipednoi komandy //championat.com [Elektronnyi resurs]. URL: championat.com/business/news-1227816-bank-tinkoff-stal-titulnym-sponsorom-velosipednoj-komandy.html (data obrashcheniia: 21.03.2023).
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The role of brand communications in the formation of an attractive image of an employer company
Ivanov A.V., Senior Lecturer of advertising, public relations and design, Department Plekhanov Russian University of Economics, e-mail: Ivanov.AV@rea.ru
SPIN-code: 7037-5820; Author ID: 708339; ORCID ID: 0000-0002-5178-6811; Scopus Author ID: 57206894633

The article discusses the main aspects and current techniques of forming an attractive brand of an employer company as an effective brand communication tool. Thanks to effective HR branding, the employer solves the key tasks of effective management: staff turnover, motivation and loyalty of employees, increasing labor productivity, searching for new specialists and, in general, strengthening the company's brand, brand capitalization as a whole.
Keywords: HR-brand, HR-branding, employer brand, employer branding.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Issues of marketing support of the university functioning in Russia in modern conditions
Bondarenko V.A., doctor of Economics, associate Professor, head of the Department of marketing and advertising, Rostov state University of Economics (RINH), e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; orcid.
org/0000-0003-2921-7548
Rybalko M.A., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing, Moscow State University named after M. V. Lomonosov,e-mail: 903103@gmail.com
SPIN-code: 2693-0590; Author ID: 674546; orcid.org/0000-0002-3806-4080
Sozinova A.A., Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing, Vyatka State University, e-mail: aa_sozinova@vyatsu.ru
SPIN code: 4490-6770; Author ID: 581348; Scopus Author ID: 56177689700;
ORCID: 0000-0001-5876-2823

The article examines the changes in the popular areas of marketing activities of universities in Russia at the present stage. The existing difficulties and contradictions in the role participation of universities on a global scale, the features characteristic of national specifics associated with the formation of a new model of higher education are analyzed. Conclusions are drawn about the strengthening of the request for marketing support for the project activities of universities, which actualizes interest in marketing management, relationship marketing and internal marketing.
Keywords: marketing, universities, marketing directions, projects.

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Relocation as a special kind of tourism
Simonyan M.A., Postgraduate student of the Marketing Department Russian University of Economics named after G.V. Plekhanov, e-mail: simonyan.mane95@gmail.com
SPIN-code: 6188-4647; Author ID: 1099008

The article analyzes the classification of persons moving from one country or territory to another in accordance with their motivation, reasons, goals, duration of stay and other criteria. The concept of «relocant» is also analyzed and its similarity with the concept of «tourist» is substantiated. At the end, conclusions are drawn on working with this category of people – on their involvement in the country, accommodation and possible employment.
Keywords: relocation, tourism, migrant, Armenia, marketing.

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