Novosibirsk, Russian Federation
Novosibirsk, Russian Federation
Novosibirsk, Russian Federation
UDK 339.138 Маркетинг
In the context of increased competition in the market of goods and services, companies need to build strong relationships with consumers. Building the right brand image will help to gain an advantage in the competitiveness. Brand image in the minds of consumers plays an important role in attracting and retaining customers, loyalty and brand recognition. Using the developed model of consumers' perception of taxi services brand, the authors conducted a survey to identify the peculiarities of Russian consumers' perception of taxi services brand on the example of “Yandex GO”. The survey tested the hypotheses. Received data were processed with the help of statistical methods and for structuring of received data the authors used such methods as correlation matrix construction, graphing using Python programming language. The authors provide the symbol code for each operation. Based on the obtained data, the specific features of Russian consumers' perception of taxi services brand are formulated. Recommendations for the behavior of taxi service brands in the market are suggested by the authors. The authors also outline possible directions for further research. The purpose of the study is to identify the peculiarities of Russian consumers' perception of taxi services brand on the example of “Yandex GO”, and to provide recommendations and strategies for the behavior of taxi service brands in the market based on the identified peculiarities. The relevance of the study is that a number of issues related to the peculiarities of consumers' perception of taxi service brands and factors affecting perception are still under-explored.
brand, consumers, brand perception, consumer behavior, brand perception model
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