Danylenko Y. The marketing concept of car dealership management: behavioral approach

Object – the process of marketing management of the activities of auto dealers. Goal – to provide the theoretical substantiation and development of methodical support regarding the expediency of using a behavioral approach in the marketing activities of car dealers. Methods - general scientific and specific; of economic, structural, logical, regional analyses; economic mathematical. Novelty – clarified the essence of the concept “marketing management”; there proposed an organizational and economic mechanism for managing the process of making consumer decision on car purchasing; the classification of factors that influence a car purchasing decision from the standpoint of consumer needs and motivation is developed. Results – there introduced a methodical approach to marketing management of the process of making a consumer decision on car purchasing, which is based on an integrated assessment that includes 18 criteria and indices concerning the position of a car brand and consumer behavior; there developed a classification of factors influencing consumer behavior, which is based on the proposed by the author incentives and disincentives, which allows developing motivational tools; there developed a concept of priority directions of the complex of car dealerships’ marketing activities aimed at managing behavior of target consumers at each stage of the decision-making process, which is based on the market segmentation by brand, price, and class of cars and assessment of factors influencing consumer decisions. Introdiced – at the car dealerships’ enterprises. Branch – automobile transport.