ЭФФЕКТИВНОСТЬ ИСПОЛЬЗОВАНИЯ PR-РЕКЛАМНЫХ УСЛУГ В ПРОЦЕССЕ ДОСТАВКИ ТОВАРА НА ПРИМЕРЕ БУХАРСКОЙ ОБЛАСТИ.

Аннотация

This article describes the indicators of the effectiveness of using PR-advertising services in the process of product delivery, the advantages of consumer organizations, the specific characteristics of the methods of studying consumer preferences, recommendations for determining and developing the level of loyalty of residents and entrepreneurs of the Bukhara region. Key words: market, economic system, consumer, producer, SMM agency, commercial activity, marketing research, NPS, behavioral motives, field research. ЭФФЕКТИВНОСТЬ ИСПОЛЬЗОВАНИЯ PR-РЕКЛАМНЫХ УСЛУГ В ПРОЦЕССЕ ДОСТАВКИ ТОВАРА НА ПРИМЕРЕ БУХАРСКОЙ ОБЛАСТИ. Аннотация. В данной статье описаны показатели эффективности использования PR-рекламных услуг в процессе доставки товара, преимущества организаций потребителей, специфические характеристики методов изучения потребительских предпочтений, рекомендации по определению и развитию уровня лояльности жителей и предпринимателей Бухарской области. Ключевые слова: рынок, экономическая система, потребитель, производитель, SMM-агентство, коммерческая деятельность, маркетинговые исследования, NPS, поведенческие мотивы, полевые исследования. Market economic system is the main form of economic life of modern society. The concept of market is a basic concept in the theory of market economy. The market is a consumer-oriented economic system. This explains the constant interest of economic science in how an ordinary consumer behaves, what motives and rules he follows when choosing a large assortment of goods, the existence of laws regulating his behavior in the market, and methods of stimulation. At present, the relationship between the consumer and the producer is built in such a way that the consumer is at the center of the producer's interests and is his main goal and the object of targeted influence. Therefore, it is important for the manufacturer to study the preferences of consumers from a psychological, economic, sociological and cultural point of view. Studying the preferences of consumer organizations is the most important element of the commercial activity of any SMM agency.1 Customers are at the heart of any successful business, regardless of the size of the operation. Studying consumers, their wishes and preferences allows the SMM agency to offer them exactly what they need. 1 https://topagency.com/glossary/social-media-marketing-agency- definition/#:~:text=marketing%20agencies%20work-,Strategy,to%20reach%20their%20target%20markets. 7 98 International scientific journal ISSN: 2181-3906 «MODERN SCIENCE АND RESEARCH» 2023 VOLUME 2 / ISSUE 11 / UIF:8.2 / MODERNSCIENCE.UZ The main task in the study of consumer organizations is to determine the factors influencing their behavior. In order to successfully operate in the services market, the SMM agency needs to make timely changes to the product (service) itself, optimize advertising channels and advertising strategy, i.e. adapt all components of the marketing mix to changes in consumer preferences. should know in advance. . Marketing research on consumer preferences focuses on understanding behavioral motivations and identifying consumer values. The main purpose of conducting such research is to reduce the level of uncertainty in making certain management decisions. The main tasks of marketing research of consumer preferences are to identify potential and current market opportunities, to identify competitors, to study the dynamics of the shares of the main participants in the market, to create and analyze a portrait of consumer organizations. Table 1. Peculiarities of methods of studying consumer preferences. Method Feature of the method Lichnoe interview Direct communication between the interviewer and the respondent. Allows you to get answers to questions of increased complexity. During a personal interview, the interviewer can interest the respondent, establish the best possible contact with him, and reduce the likelihood of refusal to answer. Telephone interview The most economical method of data collection (low cost). The survey can be completed fairly quickly. The data obtained from the respondent using this method is entered into the database during the conversation with him. Electronic survey Filling out the questionnaire takes less time, and respondents can think about and weigh the questions. Checking the entered values, monitoring the mandatory completion of questions. Demonstration of video and audio materials, as well as images of any format. Low costs. Glubinnoe interview Allows you to obtain non-formalized information of a qualitative nature. Study of hard-to-reach respondents (high-income individuals). Focus group The conversation is conducted in a relaxed atmosphere. Opportunity to express your opinion honestly and freely. It is possible to demonstrate the product, its taste, smell and other properties. During the discussion, advantages and disadvantages that were previously hidden can be discovered. 1. The level of loyalty of residents and e