Authors : Lilia Aubakirovna Enikeeva, Elena Konstantinovna Torosyan and Taisiya Andreevna Sorvina
Abstract: This study focuses on the study of innovation in marketing strategies on increasing customers interest in well-known companies. Special attention is paid to the description of how the concepts of customer involvement through increased brand loyalty and rewards participants. Define five main concepts of customer involvement phenomenon: ego involvement, commitment, communication involvement, purchase importance, response involvement. Customer involvement is closely connected to the consumer behavior which in its turn depends on the level of the development of the market. That is why in the framework of this research, we investigated the notion of the customer involvement in both the emerging and developed markets. The developed markets consumers are taking active part in the changes on the market by the changing in the way they buy, purchase and consume goods and what is more in the reasons why they do buy things. These changes bring new opportunities for companies and new businesses. In this study, we consider the differences in consumer behavior. Customer involvement stands for different theories, methods, techniques that companies use to involve and engage clients in development of new products and services.
Lilia Aubakirovna Enikeeva, Elena Konstantinovna Torosyan and Taisiya Andreevna Sorvina, 2016. Customer Involvement in Emerging and Developed Markets as a Marketing Innovation. International Business Management, 10: 4324-4331.