Research Methodology for Consumer Assessment of the Attractiveness of Attributes of a Complex of Internet Marketing Services of a Trading Enterprise

Abstract

The article provides theoretical justification and practical recommendations for the application of the research methodology for consumer assessment of the attractiveness of the attributes of the Internet marketing service complex of a trading enterprise. The definition of the developed methodology is proposed as a set of consistent methods and procedures for substantiating the most significant attributes for consumers of the Internet marketing services of a trading enterprise, which allows the enterprise to optimize its Internet marketing service complex. A diagram is provided that illustrates the stages of the proposed methodology: from defining the goal to developing strategic recommendations. The relevance of constant monitoring of consumer preferences as an important element of the effective activity of a trading enterprise is substantiated. The attributes for online furniture stores are systematized by the subject of assessing consumer preferences and from the point of view of the stage of the consumer's decision to make a purchase: attributes that allow evaluating the store without/before the purchase and attributes by which an assessment is possible after the purchase. Using the N. Kano model and consumer surveys, the attributes of the online furniture store service complex were classified. According to the conducted research, the results of the ranking of attributes according to their significance were obtained. The most significant basic attributes include: transparent and simple conditions for returning/exchange of goods, the ability to model/visualize furniture in the interior, the relevance of information about availability and the optimal ratio of price and quality without hidden fees. The decisive attributes include: reliability and flexibility of delivery services, completeness and quality of content about the product, confirmation of quality and the possibility of purchasing in installments/credit. The attractive attributes include: the competence of online consultants, online consultations of an interior designer/stylist and effective omnichannel. A group of indifferent attributes was identified that do not affect the degree of consumer satisfaction. These include information about the production time (if the deadlines are met), an excessive number of payment methods and an overly stylish, but not functional, site design. The analysis made it possible to identify and systematize the most popular attributes of the complex of Internet marketing services of a trading enterprise in order of importance, which is the basis for the formation of an economically justified and customer-oriented offer.