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Marketing Research as the Basis for Product Positioning in Foreign Markets
Tur O. V., Bolotna O. V., Mykhailenko D. H.

Tur, Olena V., Bolotna, Oksana V., and Mykhailenko, Daria H. (2025) “Marketing Research as the Basis for Product Positioning in Foreign Markets.” Business Inform 3:353–359.
https://doi.org/10.32983/2222-4459-2025-3-353-359

Section: Management and Marketing

UDC 339.1

Abstract:
The aim of the article is to substantiate the components of product positioning in foreign markets taking into account marketing research. The article notes that in modern conditions, conducting international marketing research is gaining particular importance, as foreign markets are characterized by certain economic, socio-cultural, and political-legal features that influence the formation of personal consumer preferences. It is determined that studying the international marketing environment helps to understand the range of challenges regarding the success of a company abroad and to develop an appropriate product positioning strategy in specific market segments. The main reasons for applying psychographic segmentation in marketing activities are analyzed: improving the degree of understanding of customer motivation; the possibility of directing messages about goods and services to a specific group of consumers; establishing strong relationships between the company and customers and increasing their loyalty to the brand; improving product quality based on consumer opinion research. It is proposed to add psychographic segmentation, which allows the distribution of consumers by social status, lifestyle, beliefs, interests, personality type, attitude towards certain brands, and to develop an appropriate marketing strategy, ensuring loyalty to the goods or services of a particular company and laying the foundation for long-term market success, to such components of product positioning in foreign markets as substantive features (constructive and functional characteristics, design, price); packaging elements (trademark, brand, quality, style); service means (installation, repair, spare parts, instructions, delivery, guarantees).

Keywords: marketing research, product positioning, foreign markets, psychographic segmentation.

Fig.: 1. Tabl.: 2. Bibl.: 9.

Tur Olena V. – Candidate of Sciences (Economics), Senior Research Fellow, Department of Macroeconomic Policy and Regional Development, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Bolotna Oksana V. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Mykhailenko Daria H. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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Cateora, Ph. R., Money, B., Gilly, M. C., & Graham, J. (2019). International marketing (18th ed., 720 p.). McGraw-Hill Education.
Gavryliuk, I. I. (2023). Rol mizhnarodnoho marketynhu u svitovomu pidpryiemnytstvi. Ekonomika ta suspilstvo, 54. https://doi.org/10.32782/2524-0072/2023-54-83
Halimov, E. (2024). Marketynh v umovakh nevyznachenosti: vykorystannia doslidzhen spozhyvchykh nastroiv dlia rozvytku biznesu. Marketynh v Ukraini, 6, 21–26. https://uam.in.ua/wp-content/uploads/2025/01/book-6-web.pdf
Korchevskyi, M. (2023, June 29). Psykhohrafichna sehmentatsiia: Povnyi posibnyk iz prykladamy. Claspo. https://claspo.io/ua/blog/6-psychographic-segmentation-examples-in-marketing/
Miroshnyk, N. V., Kitchenko, O. M., & Skliar, D. D. (2022). Mizhnarodnyi marketyng zovnishnoekonomichnoi diialnosti pidpryiemstv: teoriia, praktyka, perspektyvy. Visnyk NTU “KhPI”. Seriia “Ekonomichni nauky”, 1, 41–45. https://doi.org/10.20998/2519-4461.2022.1.41
Opresnik, M. O., & Hollensen, S. (2021). International marketing: Principles and practice. A management-oriented approach (169 p.). Independently published.
Zhehus, O. V. (2023). Marketynh mozhlyvostei yak suchasna kontseptsiia rozvytku subiektiv hospodariuvannia v umovakh hlobalnykh vyklykiv. Biznes Inform, 8, 300–308. https://doi.org/10.32983/2222-4459-2023-8-300-308

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