Transformation the business analytics tools in the management system of the importer company marketing activities effectiveness

Abstract

The purpose of this study is to determine ways to increase the marketing activity effectiveness of an alcohol product importer on the basis of the Ukrainian consumers behavior study. The objectives of the study are to identify the features of consumer demand for alcohol during the war; identify external and internal factors contributing to the ‘Vyna Svitu’ chain of stores expansion; conduct a survey among alcohol consumers to determine their preferences and characteristics of their behavior when making a purchase and propose ways to increase the marketing activities effectiveness of an alcohol importer.

The article uses a combination of general scientific and special research methods. To achieve the research goals, a survey has been conducted among customers of the ‘Vyna Svitu’ chain of branded stores using the Google Forms service.

The survey results have revealed that beer and wine are in the greatest demand among respondents; the ‘Vyna Svitu’ chain customers are mainly focused on imported alcohol; the majority of alcohol consumers are not loyal to certain brands; in most cases, the decision to choose a specific alcohol position is made by customers directly in the store; the main methods of encouraging the alcoholic beverages purchase are price discounts, sales consultant recommendations and a well-known brand. Almost 80% of respondents buy alcoholic beverages as a gift, more than 70% of customers buy related gastronomic products along with alcohol.

Taking into account the results of the ‘Vyna Svitu’ chain of stores customers survey, ways to increase the marketing activities effectiveness of the importer company Wine Hall LLC have been proposed, in particular, the use of both price and non-price methods of encouraging buyers; expanding the range of high-quality imported alcohol intended for festive events; paying more attention to the sales consultants training; increasing the related gastronomic products offer, etc.