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Liubov Shcherbinina

at Immanuel Kant Baltic Federal Univ

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Proceedings Article | 18 May 2022 Paper

Modeling of customer value as the basis of a system for preparing marketing decisions in modern management

Varvara Altunina, Liubov Shcherbinina, Natalia Lukyanova

Proceedings Volume 12251, 122510V (2022) https://doi.org/10.1117/12.2631602

KEYWORDS: Internet, Telecommunications, Reliability, Social networks

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The article presents the results of a study of consumer behavior and customer value in the fresh flower retail market of the Kaliningrad region as the basis of a management decision support system based on the concept of customer-oriented management. A methodology for modeling customer value as a complex management object has been developed and presented, including: highlighting the main criteria for the consumer to choose a place to make a purchase, analyzing the interdependence of the purchase criteria and combining them based on the principal component method into independent factors reflecting the values of the consumer, building a segmentation algorithm market based on customer value using cluster analysis methods, assessing the significance of factors for individual market segments and combining them into a single customer value function. The results of the study can become the basis for the development of management decisions in the field of marketing.

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