ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
798
EFFECTIVENESS OF USING PR-ADVERTISING SERVICES IN THE
PROCESS OF PRODUCT DELIVERY ON THE EXAMPLE OF BUKHARA REGION.
Bazarova Mamlakat Supievna
Asia International University
Senior Lecturer, Department of Economics
https://doi.org/10.5281/zenodo.10193636
Abstract.
This article describes the indicators of the effectiveness of using PR-advertising
services in the process of product delivery, the advantages of consumer organizations, the specific
characteristics of the methods of studying consumer preferences, recommendations for
determining and developing the level of loyalty of residents and entrepreneurs of the Bukhara
region.
Key words:
market, economic system, consumer, producer, SMM agency, commercial
activity, marketing research, NPS, behavioral motives, field research.
ЭФФЕКТИВНОСТЬ ИСПОЛЬЗОВАНИЯ PR-РЕКЛАМНЫХ УСЛУГ В
ПРОЦЕССЕ ДОСТАВКИ ТОВАРА НА ПРИМЕРЕ БУХАРСКОЙ ОБЛАСТИ.
Аннотация.
В данной статье описаны показатели эффективности использования
PR-рекламных услуг в процессе доставки товара, преимущества организаций
потребителей, специфические характеристики методов изучения потребительских
предпочтений, рекомендации по определению и развитию уровня лояльности жителей и
предпринимателей Бухарской области.
Ключевые слова:
рынок, экономическая система, потребитель, производитель,
SMM-агентство, коммерческая деятельность, маркетинговые исследования, NPS,
поведенческие мотивы, полевые исследования.
Market economic system is the main form of economic life of modern society. The concept
of market is a basic concept in the theory of market economy.
The market is a consumer-oriented economic system. This explains the constant interest of
economic science in how an ordinary consumer behaves, what motives and rules he follows when
choosing a large assortment of goods, the existence of laws regulating his behavior in the market,
and methods of stimulation. At present, the relationship between the consumer and the producer
is built in such a way that the consumer is at the center of the producer's interests and is his main
goal and the object of targeted influence. Therefore, it is important for the manufacturer to study
the preferences of consumers from a psychological, economic, sociological and cultural point of
view.
Studying the preferences of consumer organizations is the most important element of the
commercial activity of any SMM agency.
1
Customers are at the heart of any successful business,
regardless of the size of the operation. Studying consumers, their wishes and preferences allows
the SMM agency to offer them exactly what they need.
1
https://topagency.com/glossary/social-media-marketing-agency-
definition/#:~:text=marketing%20agencies%20work-,Strategy,to%20reach%20their%20target%20markets.
ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
799
The main task in the study of consumer organizations is to determine the factors influencing
their behavior. In order to successfully operate in the services market, the SMM agency needs to
make timely changes to the product (service) itself, optimize advertising channels and advertising
strategy, i.e. adapt all components of the marketing mix to changes in consumer preferences.
should know in advance. .
Marketing research on consumer preferences focuses on understanding behavioral
motivations and identifying consumer values. The main purpose of conducting such research is to
reduce the level of uncertainty in making certain management decisions. The main tasks of
marketing research of consumer preferences are to identify potential and current market
opportunities, to identify competitors, to study the dynamics of the shares of the main participants
in the market, to create and analyze a portrait of consumer organizations.
Table 1.
Peculiarities of methods of studying consumer preferences.
Method
Feature of the method
Lichnoe interview
Direct communication between the interviewer and the respondent.
Allows you to get answers to questions of increased complexity.
During a personal interview, the interviewer can interest the
respondent, establish the best possible contact with him, and reduce
the likelihood of refusal to answer.
Telephone interview
The most economical method of data collection (low cost). The
survey can be completed fairly quickly. The data obtained from the
respondent using this method is entered into the database during the
conversation with him.
Electronic survey
Filling out the questionnaire takes less time, and respondents can
think about and weigh the questions. Checking the entered values,
monitoring the mandatory completion of questions. Demonstration
of video and audio materials, as well as images of any format. Low
costs.
Glubinnoe interview
Allows you to obtain non-formalized information of a qualitative
nature. Study of hard-to-reach respondents (high-income
individuals).
Focus group
The conversation is conducted in a relaxed atmosphere. Opportunity
to express your opinion honestly and freely. It is possible to
demonstrate the product, its taste, smell and other properties. During
the discussion, advantages and disadvantages that were previously
hidden can be discovered.
1.
The level of loyalty of residents and entrepreneurs of the Bukhara region can be determined
using one of the loyalty measurement methods. In this case, the traditional method is used. A
survey to evaluate the NPS of Bukhara region entrepreneurs.
ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
800
2.
NPS (NetPromoterScore)
2
is an index showing customer loyalty to a brand, product, or
service.
3.
Measuring the NPS loyalty index includes 3 steps:
4.
The consumer answers the question "How likely are you to recommend the
company/product/service to your acquaintances, friends, colleagues?" In this case, it is suggested
that the rating be made on a 10-point scale, where 10 is "I definitely recommend", 0 is "I do not
recommend under any circumstances."
5.
According to the received ratings, consumers are divided into 3 groups: 10-9 points -
brand/product supporters, 8-7 points - neutral consumers, 6-0 points - critics.
6.
The calculation of the consumer loyalty index itself is determined using the NPS
3
formula=
(
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑠𝑢𝑝𝑝𝑜𝑟𝑡𝑒𝑟𝑠
𝑇𝑜𝑡𝑎𝑙 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
) − (
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑟𝑖𝑡𝑖𝑐𝑠
𝑇𝑜𝑡𝑎𝑙 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
)
.
The respondent chooses a number from 0 to 10, thereby indicating which extreme point he
belongs to. The sample includes 30 people. The results of the questionnaire are summarized in the
table.
The primary data collection methods in field research are: observation, experiment (test),
survey. Advantages of field research:
- provide more information than other research methods;
- to provide the researcher with more flexibility compared to other research methods;
- field research is more likely to reveal unexpected results than other methods.
A plan to study the preferences of consumers in the market of fast food restaurant services
on the example of Bukhara region:
1) questionnaire;
2) observation;
3) targeted interview (focus group).
The questionnaire survey method was chosen because of its versatility, efficiency and cost.
The target population of this study was selected based on the geographic segmentation of the
market. A sample of 20 people was taken from all clients of the agency. Sample participants were
given questionnaires consisting of a list of 18 multiple-choice control questions. For each question,
you can choose the answer option that is most suitable for the respondent. Sample questionnaire
used for this study.
The data obtained after the survey is presented below, including in graphical form.
Respondents indicated their annual income - for most it is more than 25 million soums.
2
https://www.qualtrics.com/experience-management/customer/net-promoter-
score/#:~:text=Net%20Promoter%20Score%20(NPS)%20definition,a%20higher%20score%20is%20desirable.
3
https://www.qualtrics.com/experience-management/customer/net-promoter-
score/#:~:text=Net%20Promoter%20Score%20(NPS)%20definition,a%20higher%20score%20is%20desirable.
ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
801
Annual income of respondents, million soums.
When choosing an agency, the respondent is guided by the quality of the services offered.
However, cost and methods do not have as much influence on consumer choice.
Factors affecting consumers' choice of products of entrepreneurs of Bukhara region
In conclusion, it can be said that we made the following comments.
1) Most of the respondents are neutral consumers.
Neutral consumers are consumers who are not loyal to a particular agency, but do not harm
the company's reputation.
2) Supporters of the company make up 30% of the total number of supporters.
Company supporters/allies are a category of consumers who recommend the company to
the environment. Such customers are the most valuable for the company. They often make
purchases from this company, and the life cycle of such customers is of the utmost importance.
3) Critics occupy the smallest part of the total number of survey participants.
This is part of the customers who are not satisfied with our service and service delivery.
They want to destroy your reputation by spreading negative reviews.
NPS =
(
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑠𝑢𝑝𝑝𝑜𝑟𝑡𝑒𝑟𝑠
𝑇𝑜𝑡𝑎𝑙 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
) − (
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑟𝑖𝑡𝑖𝑐𝑠
𝑇𝑜𝑡𝑎𝑙 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
)
NPS =
(
9
30
) − (
5
30
) × 100% = 34%.
Based on the above, we can conclude that the NPS loyalty index = 34%, which means a
good result of loyalty programs.
Retail audit is monitoring changes in various product indicators (price, assortment, level of
representation in retail outlets, variety of packaging, sales volume) in the changing market situation
and taking into account the activities of competitors. Retail audit information includes obtaining a
database of market operators (by manufacturers, product categories, brands), determining the
4
3
0
6
7
0
1
2
3
4
5
6
7
8
<10
10-15
15-20
20-25
>25
20
2
2
2
0
5
10
15
20
25
Service quality
Speed
Price
Service
ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
802
market structure of the studied product, conducting a comparative analysis of pricing policy,
assortment policy, advertising activities and distribution. allows to analyze the indicators. the main
participants of the studied product market and others.
The main purpose of the observation within the framework of this project is to study the
actions of enterprises when concluding an agreement with the agency. It was decided to monitor:
- range of services;
- prices;
- consumer behavior when choosing and ordering services.
The agency is working on customer loyalty, but it should work more and turn neutral
customers into customers from which only entrepreneurs of the Bukhara region order services.
High customer loyalty to the agency is very necessary, because the growth of profits and
the success of the company as a whole depends on it.
Recommendations aimed at increasing the loyalty of consumer organizations on
the example of Bukhara region include:
1. Increased customer life cycle.
Most of the clients are satisfied with the company's service. That is why it is very
important to keep in constant contact with the clients and thereby increase the possibility of
returning to the agency.
2. Work with your employees, control training and communication with customers.
Some employees may not finish working with the client, this should be prevented and
constantly monitored. Equally important is developing loyalty among subordinates. A warm
attitude in the team will never harm customers, but only encourage warm communication between
these channels.
Increased
customer life
cycle
Work with your
employees,
control training
and
communication
with customers
The main thing is
to improve your
services based on
the recommen-
dations of the
target audience,
and not on your
own images
Honesty with
customers. This
rule should be
taken as a value
and should not be
deviated from
Monitoring of the
ongoing activity
is carried out
using various
methods
ISSN:
2181-3906
2023
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ
803
3. The main thing is to improve your services based on the recommendations of the target
audience, and not on your own images.
4. Honesty with customers. This rule should be taken as a value and should not be deviated
from. If something is promised, it must be fulfilled.
5. Monitoring of the ongoing activity is carried out using various methods. Thanks to
services such as Yandex Metrica, which allows you to monitor website traffic in real time, you can
adjust the ongoing activity during business hours, find the most effective means of communication,
analyze demand and adapt to customer needs in time.
In addition to the above, we can conclude that this company has a growth trend. In order
to maintain this pace, it is necessary to control the improvement of the quality of the provided
services, increase the qualification of personnel and improve the technical base.
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