Measuring Consumer Sentiment Toward Marketing in Russia

Ksenia S. Golovacheva and Maria Smirnova ()

No 8666, Conference Papers from Graduate School of Management, St. Petersburg State University

Abstract: The study aims to identify how consumer sentiment toward marketing relates to consumer behaviors at different stages of buying process. Based on the survey of Russian consumers the study measures the index of consumer sentiment toward marketing and reports the preliminary results regarding the effect of consumer sentiment toward marketing on different consumer behavior tendencies, including information seeking, reliance on firm-related information sources, purchase and complaining behavior, and supportiveness of government regulation of marketing practices.

Keywords: consumer sentiment; marketing; consumer behavior; Russia; purchase behavior; marketing practices; government regulation (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-cis and nep-mkt
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