THE CHARACTERISTIC OF TYPES OF BUYERS IN THE MARKET OF SALES OF CARS ON VARIOUS CLASSIFICATION SIGNS

Abstract

The article considers the characteristics of types of buyers in the car market based on different classification criteria. The matrix of types of buyers is offered which allows to predict demand for certain cars. The author has singled out three groups of probability of predicting the buyer behavior: highly predicted, medium predicted and hard-to- predict type of buyers. Income, «social role» and driver’s experience are signs on which it is possible to predict behavior of buyers easily. The age of the buyer and his marital status belong to signs on which it is possible, but with a sufficient error, to provide purchase of the car with concrete characteristics. Such signs as degree of readiness to buy the car, style of behavior, temperament of the buyer belong to the category of the hardly predicted types of buyers. Matrixes of comparison of motives and needs of buyers have been developed for the purpose of more exact forecasting of probable demand for the car of concrete type of a body, a class and a price segment. It is established that it is possible to make 124 416 combinations of behavior of buyers. Such quantity of combinations is inexpedient to use in practical activities of the enterprises, therefore authors have marked out two key signs on which possibly creation of portraits of buyers: income level and social status. Besides, positioning of various automobile brands and their price policy need to be considered when forecasting demand of certain types of buyers for cars. The understanding of features of behavior of various types of buyers of cars will allow to form effective marketing strategy to the automobile building enterprises and car dealers in the conditions of considerable turbulence of the automobile market of Ukraine.