caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2022-4-94-105caer-481Research ArticleБИЗНЕС И УПРАВЛЕНИЕ: ПРОБЛЕМЫ И РЕШЕНИЯBUSINESS AND GOVERNANCE: ISSUES AND SOLUTIONSМАРКЕТИНГОВЫЙ АНАЛИЗ УДОВЛЕТВОРЕННОСТИ НАСЕЛЕНИЯ ГОРОДСКИМ ОБРАЗОМ ЖИЗНИ В УСЛОВИЯХ ПАНДЕМИИ И ПОСТПАНДЕМИЧЕСКИЙ ПЕРИОДMARKETING ANALYSIS OF THE POPULATION'S SATISFACTION WITH THE URBAN LIFESTYLE IN THE CONDITIONS OF THE PANDEMIC AND THE POST-PANDEMIC PERIODБасымбековаА. Т.BassymbekovaA. T.

Алматы

Almaty

bassymbekova.akerke@gmail.comКожамкуловаЖ. Т.KozhamkulovaZh. T.

Алматы

Almaty

zhana_k@list.ruКазахский национальный университет имени аль-ФарабиКазахстанAl-Farabi Kazakh National UniversityKazakhstan2022141120220494105Copyright © Басымбекова А.Т., Кожамкулова Ж.Т., 20232023Басымбекова А.Т., Кожамкулова Ж.Т.Bassymbekova A.T., Kozhamkulova Z.T.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/481

Цель исследования – оценка качественных показателей происходящих изменений в образе жизни городского населения, их удовлетворенности и особенностей потребительского поведения в условиях глобальной пандемии COVID-19 и постпандемический период.  

Методология – исследована вторичная информации с использованием методов обобщения, сравнительного анализа; проведен опрос на основе разработанной анкеты (через Google Forms), выполнена статистическая оценка основных параметров матричного анализа удовлетворенности горожан (на основе SPSS Statistics).  

Оригинальность / ценность исследования – результаты исследования позволят отделу маркетинга органов городского управления принять стратегические решения по улучшению основных маркетинговых атрибутов мест отдыха горожан

Результаты исследования – выявлены актуальные показатели качества жизни, проанализированы тенденции изменения поведения горожан в условиях пандемии, определена последовательность реализации мультиатрибутивного выбора в потребительском поведении горожан. 

Purpose of the research – assessment of qualitative indicators of ongoing changes in the lifestyle of the urban population, their satisfaction and features of consumer behavior in the context of the global COVID-19 pandemic and the post-pandemic period.  

Methodology – studied secondary information using methods of generalization, comparative analysis; a survey was conducted based on the developed questionnaire (via Google Forms), a statistical assessment of the main parameters of the matrix analysis of the satisfaction of citizens was performed (based on SPSS Statistics).  

Originality / value – the results of the study allow the marketing department of city government bodies to make strategic decisions to improve the main marketing attributes of recreation places of citizens.  

Findings – actual indicators of the quality of life were identifi ed, trends in the behavior of citizens in a pandemic were analyzed, the sequence for implementing a multi-attribute choice in the consumer behavior of citizens was determined. 

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The authors declare that there are no conflicts of interest present.