BUSINESS INFORM №7-2014

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Section: Labour economics and social policy
UDC 368.914(477)
Vynokhodova S. G., Dolgova O. O.
Modern Pension Providing Tools: a Comparative Analysis of Consumer Perception (p. 159 - 165)
The article is devoted to carrying out a comparative analysis of the perception of services and other tools of NPF (of financial and non-financial origin) to future Ukrainian pensioners. Retirement tools of both financial and non-financial nature were considered. To solve the problems of research the well-known methodological tools were used – mapping the perception of alternatives to pensions by the method of multidimensional scaling. According to the survey the relatively homogeneous perception of alternative to pension provision were highlighted, particularly popular among Ukrainians cash accumulation, traditional low risk investment instruments (precious metals, real estate, land, and so on), as well as complex for perception financial instruments that cause the greatest discredit of potential customers – the programs of insurance savings and services of non-state private pension funds. The analysis allowed to form a generalized model of the cognitive perception of NPF services by their potential consumers in Ukraine. The results of the analysis will be used to develop an effective strategy for positioning of NPF services on the national market of financial services, as well as for the formation of a specific market plan for its implementation.
Keywords: pension, pension fund, pension market, comparative analysis, consumer perception, positioning
Fig.: 2. Tabl.: 1. Bibl.: 16.

Vynokhodova Svitlana G. – Candidate of Sciences (Economics), Associate Professor, Department of marketing, Kyiv National Economic University named after V. Hetman (54/1 Peremohy Ave., Kyiv, 03057, Ukraine)
Email: svetlana@imark.com.ua
Dolgova Olena O. – Senior Lecturer, Department of Finance, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: dolgova_elena@ukr.net

Article is written in Ukrainan
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Reference to this article:
Vynokhodova, Svitlana G., and Dolgova, Olena O. (2014) “Modern Pension Providing Tools: a Comparative Analysis of Consumer Perception.” Business Inform 7:159–165.

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