Modeling a Digital Avatar of a Car Drivers Based on the Quantification of the Information Environment
摘要
In this paper, the authors attempt to describe what factors influence the formation of the target consumer avatars in the Russian car market. An avatar or a characteristic representative of the target segment is a very significant category for automobile companies, since it is precisely by understanding its avatar, the brand competently develops the entire marketing mix. 30 brands most represented on the Russian market were considered in the research. Regression modeling made it possible to confirm the conceptual model and to establish what factors affect the color of a car and the type of transmission preferred by the most characteristic brand buyers, as well as the average age of a fan of a particular car brand and the proportion of women among them.