FEEDBACK FROM CUSTOMERS OF HEALTHY PRODUCTS: STRATEGY OF MARKETING ACTIONS IN THE OFFLINE AND ONLINE ENVIRONMENT
Abstract
The article is devoted to the topical issue of collecting and adequately processing feedback from customers who buy or use healthy products in relevant industries. Theoretical substantiation of the question of classification of goods and services to the segment of healthy is given. Marketing communications in different environments from manufacturers of products of a healthy segment are analyzed. Particular attention is paid to reviews as a specific form of social evidence of the usefulness of the product. The importance of working with feedback on the market of healthy products and the differences between consumers of such products from other representatives of the consumer market is substantiated. The results of the respondents' survey on their confidence in the feedback are presented. The author describes the advantages and disadvantages of using feedback when building a strategy of interaction with customers. The paper presents sources of possible collection of feedback in offline and online environments. Emphasis is placed on the fact that there are non-obvious sources of forming an opinion about consumers' attitude to the company and its products, such as site metrics, analysis of consumer behavior in the network. A fragment of the research of corporate sites of healthy products of Ukraine on the involvement of customers in writing feedback is given. The review of services on work with responses from clients in the Ukrainian market is made. There are real examples of feedback in the implementation of marketing strategies to promote the product on the market from well-known companies.
References
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