RESEARCH OF THE NEEDS OF CUSTOMERS OF CHARITABLE FUNDS IN THE CONTEXT OF THE CONCEPT OF COGNITIVE MARKETING

Abstract

The article presents the results of the research of clients of charitable funds in the context of the implementation of the concept of cognitive marketing. The authors substantiated the relevance of the study of clients of charitable funds as a target audience characterized by certain features for the implementation and confirmation of the effectiveness of cognitive technologies. In addition, this approach made it possible to solve the problem of identifying the need for specialists with certain qualifications and necessary competencies in the conditions of implementing the concept of cognitive marketing. The article substantiates and confirms the research hypothesis that the clients of charitable funds are one of the main target segments aimed at obtaining new knowledge through retraining courses. The presented research is original in nature and was conducted using a survey of 432 respondents for the period from May to June 2023. Empirical data was collected and processed using the online survey method and the Survey Monkey service. Data collection took place by receiving responses from respondents after sending SMS messages to the telephone numbers left by the beneficiaries of charitable funds for communication. The target audience of respondents consisted of beneficiaries of the All-Ukrainian network of charitable organizations. As a result of the conducted research, a typical portrait of a charity fund client was formed. These are mainly women aged from 46 to 59 years old with an active lifestyle and a high level of adaptation to changes and desire and interest in learning new knowledge and profession. All these signs of a typical portrait of the interviewees testify to a high degree of development of their emotional intelligence, which will contribute to the implementation of applied aspects of the concept of cognitive marketing. The results of the conducted research of clients of charitable foundations confirmed the hypothesis that they are one of the main target segments aimed at obtaining new knowledge through retraining courses and training and psychological assistance services.