Economics / 6. Marketing and management.
Krivosheyeva N.M.
Kharkov state university of food and trade, Ukraine
INFLUENCE
OF SOCIALLY ORIENTED ACTIVITY OF THE COMPANIES ON LOYALTY OF CONSUMERS
The present stage of development of the Ukrainian business is
inseparable from public problems and interests. In the conditions of the strict
business competition for the companies the leading role is got by creation of
positive image. Today consumers don't consider high quality of goods and
services by defining factor at purchase commission any more. The reputation of
the company in the opinion of consumers directly contacts their participation
in the solution of social problems of the country.
Socially oriented activity of the enterprise influences increase of
loyalty of consumers to its goods, potential consumers get acquainted with the
purposes of the company and with its production, and employees of firm feel
taken in important business for society.
We conducted research of public opinion of people on social networks and
the Internet of rather social responsibility of business. 267 people took part
in poll. Poll showed that Ukrainians consider business socially responsible in
case it:
- makes qualitative production (23% respondents);
- precisely observes laws (12%);
- fulfills obligations to workers and the state (18%);
- fulfills business obligations to clients and partners (10%);
- creates new workplaces (16%);
- finances social programs for employees (8%);
- participates in local social programs (6%);
- participates in charitable programs (7%).
Results of research allow to draw conclusions on this perspective and to
allocate new tendencies. In consciousness of Ukrainians such concept as social
responsibility, took roots rather strongly. In their opinion, 43% of
respondents consider the state more socially responsible, than business (the
last as that only 15% of respondents consider). Every fifth Ukrainian calls
equally socially responsible both the state, and business, however 32% consider
that neither the state, nor the Ukrainian companies and corporations aren't
socially responsible.
The most preferable directions of participation of large business in the
solution of social problems of the region (the city, area) Ukrainians call,
first of all, creation of new workplaces (58%), granting side social benefits
to employees of the enterprises (25%), participation in building of city social
objects (17%).
Despite relevance of problems of fight against drug addiction,
homelessness, crisis of system of science and education, existence of
ecological threats in a number of regions, Ukrainians, nevertheless, don't note
these positions as priority for large business, considering that the state has
to deal with these national problems.
20% of respondents consider that representatives of large business don't
take any part in the solution of local social problems. Most with it groups of
the population, first of all, agree with the low income (36%), least - with the
high income (14%). Ukrainians with the income above an average estimate level
of social responsibility of large business as a whole, and in the separate
directions significantly above. More than a third of respondents (33%) consider
that it is possible to call the Ukrainian companies and corporations socially
responsible. The share of those who adheres to opposite belief, is twice more
(67%).
It should be noted that positions of Ukrainians about necessity of
active participation of the Ukrainian business for implementation of national
social programs were shared. A half of respondents (50%) are convinced that the
Ukrainian business has to increase today first of all the economic efficiency
and honestly pay taxes, and the state has to deal with social problems. Approximately
the same share of Ukrainians (49%) adheres to the opposite point of view
according to which business has to participate in implementation of national
social programs even if it will reduce economic efficiency of their activity
actively. It testifies, first of all, that Ukrainians as a whole allocate for
business in comparison with the state not the first role in the solution of
social problems.
It should be noted that in the Ukrainian society today there are groups
of the population which support a priority of economic efficiency over increase
of social responsibility of business.
It generally youth, highly the well-to-do of the population and those
who has a direct bearing on business. For example, among respondents who are
engaged in individual work a share of those who as a priority of development of
the Ukrainian business sees increase of its economic efficiency and
competitiveness (73%), i.e. is prevailing.
54% of respondents believe that only the large companies have to bear
social responsibility. Approximately as much Ukrainians (46%) adhere to the
principle of generality of social responsibility and believe that all private
companies and businessmen, regardless of level of their profitability have to
fulfill social obligations.
The assessment of Ukrainians of the leading role of the state in
attraction of business to social activity is ambiguous. So, nearly a half of
respondents (42%) believe social activity by especially voluntary business to
which it is impossible to force, but 58% of respondents recognize the right, in
case of need, to involve business to the solution of social problems of society
behind the state. The position of exclusively voluntary participation of
business in social activity is supported, on the contrary, representatives of
financially safe groups of the population and youth age groups.
According to Ukrainians, the state acts as one of the main obstacles of
social activity of business. On a question that first of all disturbs
development of social responsibility of business, 75% of Ukrainians called
corruption and bureaucratic obstacles from the government. Personal qualities
of businessmen, their greed and selfishness (25%) appeared the second reason
for the importance.
The conducted researches show that idea of the Ukrainian consumers of
socially oriented activity of the companies is gradually formed. Consumers
agree that business also has to participate in the solution of social problems
of the country along with the state, nevertheless, in their opinion, the state
has to carry out fundamental obligations.