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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №4-2017

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68

Section: Management and Marketing
UDC 338.45
Yashkina O. I., Melnyk A. V.
The Online Marketing Research on the Factors of Competitiveness of Enterprises in the Computer Accessory Market (p. 417 - 421)

The article is aimed at identifyng the factors of competitiveness of enterprises in the market for computer accessories (on the example of the «ZONA51» store) and suggesting certain actions as to creating and strengthening competitive advantages. The main competitors of the enterprise, which offer computer accessories, as well as the basic preferences of consumers in choosing the game-oriented computer accessories, have been explored. The study has found that price and active Internet communications are the main factors in the competitiveness of enterprises in the market for computer accessories. It is also important to use communicative channels such as «word-of-mouth marketing» for specific types of goods. The target audience of the products analyzed is young people, so it is also important to advertise resources near the places of youth gatherings to provide active communications. Further studies should consider the factors of competitiveness of Internet shops with different orientation.
Keywords: marketing research, factors of competitiveness, computer accessories, questionnaire survey, consumer preferences.
Fig.: 8. Tabl.: 2. Bibl.: 10.

Yashkina Oksana I. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Marketing, Odesa National Polytechnic University (1 Shevchenka Ave., Odesa, 65044, Ukraine)
Email: [email protected]
Melnyk Anatolii V. – Student, Odesa National Polytechnic University (1 Shevchenka Ave., Odesa, 65044, Ukraine)

Article is written in Ukrainan
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Reference to this article:
Yashkina, Oksana I., and Melnyk, Anatolii V. (2017) “The Online Marketing Research on the Factors of Competitiveness of Enterprises in the Computer Accessory Market.” Business Inform 4:417–421.


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