Consumer behavior models in the innovation market (The case of automotive retail market in Russia)

<p>This paper is devoted to study the consumer behavior models in the innovative market in the case of the Russian retail automotive market.</p><p>The purpose of the study is to develop the understanding of the consumer peculiarities in the innovative automotive retail market on the basis of their behavior, moreover to develop practical recommendations for companies that are on the way to form innovative business model in the market.</p><p>The study is quantitative; the method of data collection is on-line questionnaire. The object of the research: present/future car and Internet users from all over Russia. As data analysis methods factor and cluster analysis were used to model the consumer behavior. Then practical recommendations have been provided on the base of the received empirical results.</p><p>The author suggests using two main directions in the performance measurement system of innovation business model for its component - &quot;Customer value&quot;:</p><p>1) Consumer needs measurement - what needs should be satisfied and what consumers problems should be solved: what benefits the clients really wants to get through innovation - studying this aspect in the temporal continuum means that this component is a dynamic.</p><p>2) Communications measurement - how to build relationship with customers: the components of the Internet-service, the consumer education with innovation usage, demonstration of benefits to consumers, different messages to different consumer groups.</p><p>The results of the study have a high practical significance for the agents of the innovation market, including car dealers, specialized Internet-brokers and other market participants.</p>