Interdependence of selected socio-demographic characteristics of consumers and consumer preferences toward brands

The telecommunication industry has witnessed a tremendous growth in recent times in India. It has not only been limited to voice calls, but also integrated into every aspect of human life. This has resulted in the rapid rise of market players, offering innovative products and services. In this changing scenario, we have tried to design and check a model of various factors such as loyalty, satisfaction and switching barriers (customer relationship management, alternative attractiveness and switching cost) influencing consumer retention strategies in Indian telecom service industry.

A structured and undisguised questionnaire and a convenient sampling method have been used to collect the data from respondents from three most populous cities (Indore, Bhopal, and Ujjain) of Central India. Around 450 questionnaires were distributed, out of which 318 usable responses were received for final analysis. The instrument was checked for validity and reliability before the data was analyzed. The hypotheses were tested through Structure Equation Modelling (SEM) for direct effect, and Multiple Moderating Regression Analysis (MMRA) for moderating effect.

The results suggested that loyalty, satisfaction, switching barriers and customer relationship management are positively related and have a direct influence on consumer retention, but the relationship with alternative attractiveness has been found weak. Switching cost, as moderating variable, was found to be very effective and showed significant deviation in the relationship between independent and dependent variables.

This article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies.
The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.
Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown.

Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.