Nikulcha V. Motivation of consumers by retailers

The thesis is devoted to the solution of actual theoretical, methodological and organizational problems of motivating buyers by retailers. The thesis examines nature of the modern concept of relationship marketing and place of the motivation for its implementation. The author gives analysis of scientific approaches to motivation and defines essence and structure of motivational area of a retailer. Besides it the work singles out and characterizes directions of factors determining the purchasing behavior of consumers. A set of marketing tools to ensure consumer motivation is considered; as well as improved structure of marketing retailer complex is suggested. The work investigates basic indicators of retail of food products in Ukraine and Chernivtsi region, as well as it defines directions of changes. The features of the behavior of food products' consumers, their purchases and marketing mix of retailers, as instruments to influence the defined process are investigated. This work offers recommendations as to improvement of motivation based on realization of approach defined by the author as motivational interaction of a retailer with a consumer and offers algorithm of such a process. Besides the author proposes personal approach to improvement of a retailer's CRM providing possibility of corresponding programs of influence upon particular consumers' segments.