Zhurylo V. Consumer behavior formation at the Ukrainian market of high-tech products

The dissertation research is devoted to generalization of theoretical approaches and the development of practical recommendations of consumer behavior formation at the national market of high-tech products. The essence and market features of high-tech product are analyzed in the thesis; the definition of the category "high-tech product" is formulated from the marketing point of view. The economic nature and features of high-tech products market are investigated and factors of its functioning are classified on macro- and microlevel. The specific features of forming of consumers' motivations of high-tech products are analyzed on the basis of marketing research of their motives on Ukrainian market; the method of gathering of primary marketing information is proposed. An innovative model of purchasing behavior of Ukrainian consumers is built and their market behavior typology is formed. A stratified consumer motivation matrix is worked out as a basis for forming marketing strategies; practical recommendations concerning formation of the high-tech product positioning strategy are provided.