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  • Маркетинговые практики как фактор формирования доверия к бизнесу в России: результаты исследования потребителей поколения Z

Book chapter

Маркетинговые практики как фактор формирования доверия к бизнесу в России: результаты исследования потребителей поколения Z

С. 310-329.
Головачева К., Ребязина В. А., Смирнова М.

The study aims to defi ne the role of various marketing practices of companies
operating in building broad-scope trust toward business in Russia. The results of
an online survey among generation Z consumers demonstrate that consumers give a
relatively higher rating to such aspects of marketing practices as product quality and
retailing, while pricing and advertising practices received the lowest rating. About half
of the respondents expressed their trust toward business. Besides, a positive evaluation
of pricing, product quality, and retailing contribute to the consumer trust toward
business, while after-sales service and advertising do not have a signifi cant impact on
broad-scope trust. The results do not diff er among consumers with diff erent sex,
income, and educational level, that indicates the homogeneity of the examines sample
of generation Z consumers. Extant results can be used to form a market policy
implemented at the level of both the state and self-regulatory professional associations,
which is aimed at improving the “lagging” aspects of marketing practice to improve
an economic and social well-being in the society.














In book

Багиев Г., Юлдашева О., Шубаева В. и др. СПб.: Издательство Санкт-Петербургского экономического университета, 2020.