Интернаука №16 (часть3) 2020 - [42]

40-45% of the market) The most characteristic brands: This influx will be based on the following factors:

LADA, Ravon, Renault. Although the latter is gradually

 an individual approach to clients;

moving from this segment to the next. The average cost

 convenient system of discounts;

of selling a car in the segment of 3-5 million. This seg-

 providing a guarantee for all types of services;

ment is growing rapidly due to the fact that buyers have

 provision of all possible services.

become sensitive to the price of the car.

It is necessary to constantly provide information to

2.Lower middle segment. This segment occupies

future customers about what services the service can

about 20-25% of the market. Here are such well-known

provide them. So, newspapers, television, radio, and the

brands as Hyundai, KIA. The average cost of selling a Internet serve as tools for good car service marketing.

car in the segment is 5-10 million tenge. This segment is

In 2019, the car market in Kazakhstan shows signs

growing, but not so fast. Some buyers leave due to ris-

of growth after a catastrophic fall in 2015-2018. The ing prices in this segment to the budget, and some, on overall improvement in the performance of car dealers the contrary, to the upper middle.

is associated with a gradual improvement in the situa-3.Upper middle segment. This segment occupies

tion in the economy (which we already talked about in about 25-27% of the market. Cars with a cost of 10 to earlier posts), the accumulated demand from the popula-20 million tenge. The most popular Toyota brand

tion, and partly the effect of the EXPO.

among Kazakhstanis reigns supremely in this segment.

The total turnover of new passenger cars, according

The segment is growing quite well due to the effect of to statistics, increased in 2019 by 31% and amounted to

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Журнал «Интернаука»

№ 16 (145), часть 3, 2020 г.

about 426.5 billion tenge. At the same time, in kind, the

very convenient, you can agree on everything without

growth is more modest by only 6% to the total number

leaving your home. Thanks to the video channels, you of cars sold about 49 thousand units.

can clearly show the available car models, their equip-In order to understand the depth of the fall of the car

ment and service nuances. It is very important to select

market, we recall that at the peak of its volume in 2013,

the right and necessary “content” for your sites so that it

almost 163 thousand new cars were sold. Those. the fall

meets the preferences of customers (questions raised,

was almost three times. The main factors that caused comments, frequency of publications, terminology and

this crisis in the auto market were:

slang).Next, you need to pay attention to when the cus-

 Devaluation of tenge

tomer calls, then comes to the service center, he wants

 Drop in oil prices

to continue communication at the intramural level, that

 Decrease in the solvency of the population fol-

is, the human factor hiding earlier behind the monitor lowing this

will manifest itself more than ever.

 Increase and introduction of taxes and fees that

The time of traditional marketing is not over, de-

increase the cost of acquiring a car registration.

spite the decrease in the effectiveness of direct advertis-

The state is trying to revive this market and promote

ing, but it is already coming to an end for a business its growth by supporting local automakers and preferen-such as car dealerships, and even more so car services.

tial car loans on the model of the Kazakhstan assembly.

This can be explained by the fact that in our time people

But global factors, expressed primarily in the fact that deal with a huge amount of information and pay atten-the new car for most Kazakhstanis, have become more a

tion to the brightest, loudest messages. As well as car luxury than a means of transportation.

dealerships compete for consumer attention, but not

A sufficiently large number of potential buyers due

with each other, but with other large companies. Reject

to the unpredictable behavior of the tenge and the mar-

traditional marketing for two reasons:

ket as a whole postponed the purchase until a later date.

1) not all potential customers in the automotive

They monitor the market situation, compare offers, wait

business of Kazakhstan and other countries use the Infor lower prices. The other and most part turned to the ternet. Refuse this audience is not worth it.

secondary market, as prices there are much lower.

2) traditional marketing, despite its low efficiency,

Creating a trusting model of communication with

allows giving a chance for the first contact with the cli-

the consumer, necessary to attract attention, allows the ent, but only for the first. This may be an advertisement