• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
  • HSE University
  • Publications of HSE
  • Articles
  • Исследование отношения потребителей к практике использования российскими компаниями элементов многоуровневого маркетинга

Article

Исследование отношения потребителей к практике использования российскими компаниями элементов многоуровневого маркетинга

Артюшина Е. В.

The article contains the results of a study of identification the consumer’s attitude to the practice of using the elements of multilevel marketing by companies. In the article attitude is considered as a set of values and beliefs associated with a particular subject [1]. The assessment of Russian consumer knowledge about the concept of multilevel marketing is carried out. The rating of importance of compensation receiving by customer is defined and the degree of consumers satisfaction  with the received compensation is calculated. The consumer emotional reaction to the practice of using the elements of multilevel marketing by organizations is estimated. The results of the study may be used by Russian companies in their activities.