| | | | PROBLEMS OF MODERN ECONOMICS, N 3 (87), 2023 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Solovjeva N. Yu.
Chair of Marketing, St. Petersburg State Economic University, PhD (Economics), Professor
Ershova K. E.
Marketing analyst, AnalyticResearchGroup
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| | | The article focuses on import substitution on the market of program product, particularly, on video conference services. Import substitution is seen as a consumer decision to either remain loyal to the Western product or to switch to the Russian analogue; this decision depends on the adequacy of the new product’s consumer value to the previous positive consumer experience. The authors present the results of the three-stage study of the consumer value of Russian video conference services. The first stage allowed distinguishing factors of consumer value differentiated according to the segments of interpersonal communication, online education and corporate communications. During the second stage, the authors analyze the impact of these factors upon consumer value using the Kano model. The third stage involved evaluation of the consumer value of Russian video conference services in a differentiated ways in accordance with the distinguished segments. | | Key words: import substitution, software, consumer value, video conferencing, Kano model | | Pages: 147 - 150 |
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