TYPES OF CONSUMER LOYALTY IN THE UKRAINIAN HIGH TECHNOLOGY PRODUCTS MARKET

The study addresses the problem of the formation of customer loyalty in the market of high-tech products. It examines existing approaches to defining the determinants that influence the formation of loyalty in the consumer market. On the basis of generalization of existing approaches it is proposed to divide the determinants of such groups: behavioral, perceptual, marketing and individual determinants of customers loyalty. Marketing research was conducted to identify the features of the market behavior of Ukrainian consumers of high-tech products. As the result, the main tends of consumers behavior, external and individual factors of actualization and influence on the consumers motivation were determined. Ukrainian consumers' loyalty was sorted depending on the reasons to buying high-tech products and consumer involvement in this process. Each type of market behavior of consumers corresponds to a certain type of consumer loyalty. Cognitive, agreement, demonstrative loyalty are formed in the case of high consumer involvement in the buying process. Active, perceptual loyalty and loyalty of convenience are observed in the case of low involvement.