Nugzar Todua

Tbilisi State University, Marketing, Professor and Head of Marketing Department

Followers

Following

Co-author

Public Views

Nugzar Todua graduated from Ivane Javackisvili Tbilisi State University, Faculty of Commerce (1986). He has PhD degrees in technical Sciences at the Moscow State Institute of Commerce (1990) and Doctor of Economics Sciences at the Georgian Institute of Economic and Social Problems (1995). He is a Head and Full Professor of Marketing Department, School of Economics and Business, Ivane Javakhishvili Tbilisi State University, Tbilisi, Georgia. He is member of Senate of Tbilisi State University (2006), Georgian Economic Scientific Academy (2000) and International Social Marketing Association (2013).

less

Uploads

Papers by Nugzar Todua

The Market for Dietary Supplements in Georgia: Trends of Development

Georgian Consumers’ Attitude towards Product Placement

Download

Georgian Consumers' Perception of Brand Placement in Social Media

Axali Ekonomisti, Sep 2, 2023

The paper shows that modern companies actively use digital technologies to advance their products... more The paper shows that modern companies actively use digital technologies to advance their products on the market. In this regard, the use of marketing strategies for product (brand) placement on social media is particularly noteworthy. In the article, based on the analysis of literary materials, the main determinants (variables) of brand placement in social media are established, among which are the acceptance of brand placement, consumer awareness of placed brands, brand recall, and electronic word-of-mouth (eWOM). Relevant items are formulated for the mentioned variables, on the basis of which the research hypotheses are formulated and the research conceptual model is developed. In order to determine the impact of the named variables on Georgian consumers, a marketing research was conducted, which included the population of Georgia over 18 years of age. A total of 654 respondents from different regions of Georgia were interviewed. The results of the study were processed using the statistical program SPSS 27. The analysis showed that the measures used in the study have a high level of reliability. The fact that Georgian consumers' views on traditional advertising are changing and they pay more attention to non-traditional methods of promotion was also shown. As such, based on the research, product placement on social media is Regression analysis was used to test the hypotheses and determine the relationship between the above-mentioned variables. As a result of such an analysis, statistically significant values have been obtained, which prove the connections between the variables related to brand placement on social media by Georgian consumers. The theoretical and practical considerations obtained as a result of the research are useful for companies operating in the Georgian market who are trying to promote their brands to local consumers through indirect advertising.

Download

On the Marketing Research of Consumer Prices and Inflationprocess

Marketing information is used by financial and insurance institutions, business enterprises and c... more Marketing information is used by financial and insurance institutions, business enterprises and companies for planning, control, monitoring and forecasting purposes in business. One of the problems is the detection and investigation of factors, which influence the behavior of consumers. Such a basic factor is, for instance, the consumer prices index. The significance of this factor periodically changes and depends on the values of main indexes of economy such as export, import, taxes, labor force, unemployment, inflation level, etc., and also on the behavior of consumers, their taste, living standard and style. For the marketing research of this dependence it is necessary to construct mathematical models of the evolution of consumer prices. In the paper, a new auto regression model with disturbances is constructed for consumer prices. The model includes monetary aggregate amount and control function. A new formula is derived for the solution of an equation for the consumer prices index, which can be used in forecasting the inflation process. Using the data on the consumer prices index in Georgia, a numerical example is given, which illustrates the estimates of the coefficients of the constructed model and the inflation process forecast.

Download

Conceptual and practical aspects of peace marketing in tourism (Georgian case)

Using Social Media Marketing for Attracting Foreign Tourists to Georgian Destinations

გლობალიზაცია და ბიზნესი, Jun 25, 2019

Download

Anova in Marketing Research of Consumer Behavior of Different Categories in Georgian Market

DOAJ (DOAJ: Directory of Open Access Journals), Mar 1, 2015

Consumer behavior research was conducted on bank services and (non-alcohol) soft drinks. Based on... more Consumer behavior research was conducted on bank services and (non-alcohol) soft drinks. Based on four different currencies and ten services there are analyses made on bank clients’ distribution by bank services and currencies, percentage distribution by bank services, percentage distribution of bank services by currencies. Similar results are also received in case of ten soft drinks with their five characteristics: consumers quantities split by types of soft drinks and attributes; Attributes percentage split by types of soft drinks; Types of soft drinks percentage split by attributes. With usage of ANOVA, based on the marketing research outcomes it is concluded that bank clients’ total quantities i.e. populations’ unknown mean scores do not differ from each other. In the soft drinks research case consumers’ total quantities i.e. populations’ unknown mean scores vary by characteristics.

Attitude of Georgian Consumers to Healthy Nutrition

Work shows that in the modern conditions particular attention is paid to in-depth studying of the... more Work shows that in the modern conditions particular attention is paid to in-depth studying of the population's practices of healthy nutrition, as dietary norms, traditions and customs comprise integral part of everyday life. Regarding the mentioned, the work analyses the situation with respect of population's healthy nutrition in Georgia and in the world and identifies the key problems related to it. Attention is focused on the fact that for modern Georgia healthy nutrition is a significant problem and this is reflected in buying behavior of Georgian consumers. Article underlines the role of social marketing in ensuring consumers' healthy nutrition. It emphasizes significance of food labeling, as a marketing instrument for consumers awareness in healthy nutrition. For the purpose of clarification of Georgian consumers' attitude to healthy nutrition the marketing research was conducted. The research showed the levels of the respondents' awareness in healthy nutrition, attitude of the consumers and their trust to the information on the food packages. With respect of attitude to healthy nutrition, the work identifies the consumer types. Applying dispersion analysis we have showed impact of the consumers' awareness, as well as trust to the information on the food packages on buying behavior in relation to healthy nutrition. On the basis of the conducted research the conclusions were made that allow formulation of global vision of Georgian consumers' attitude to healthy nutrition.

Download

Impact of Food Labeling on Consumers Buying Decision (Georgian Case)

DOAJ (DOAJ: Directory of Open Access Journals), Feb 1, 2018

Labeling is a universal phenomenon for the characterization of food products. The paper studies t... more Labeling is a universal phenomenon for the characterization of food products. The paper studies the role of food labeling in consumer behavior in Georgian Market. The main focus is on the awareness of consumers about food labeling, which is presented, as the most important issue of social marketing. The current study evaluates the impact of food labeling on consumer buying decision. To determine the attitude of Georgian consumers to food labeling, we conducted a marketing research. The study revealed the strong relationship between interest and awareness about food labeling, as well as among awareness, reliability and satisfaction about food labeling and consumer buying decision. food labeling, buying decision, Georgian consumers, marketing research

Download

ანოვა საქართველოს სამომხმარებლო ბაზრის ზოგიერთი სფეროს მარკეტინგულ კვლევაში (ANOVA in the marketing investigation of some spheres of consumers’ market of Georgia)

Social Science Research Network, 2019

Features of the Use of Digital Marketing in the Banking Sector

Axali Ekonomisti, Jan 28, 2022

In the 21st century, the business has become a digital technology-driven system that can hugely i... more In the 21st century, the business has become a digital technology-driven system that can hugely impact consumer behavior and labor productivity. The use of the Internet in the new information age is a visible example of globalization. Electronic platforms offer continuous information dissemination, interactive communication with users, and digital systems for conducting transactions in the modern economy. In the context of the digital revolution, along with the changes made to improve services, the electronic transformation of banks has also become necessary, as modern technologies can increase the productivity, permanence, and transparency of the use of information. The paper identifies the key features of digital marketing that make companies successful in the banking sector. The use of digital channels in the financial industry is growing day by day and, regardless of the level of development of countries, is characterized by a growing trend everywhere. The article analyzes digital banking marketing strategies and opportunities that are indispensable conditions for attracting customers in a changing business environment. The paper highlights the role of social media in shaping individual messaging in the banking industry and creating a product tailored to the target audience. Based on secondary data analysis, the focus is on the role of mobile marketing in digital banking marketing. It is noted that mobile marketing simplifies the implementation of banking operations for customers. The article highlights the importance of switching to digital services in the banking industry during the COVID-19 pandemic, indicators of digital channel usage, customer engagement in mobile banking, and forecasts for the future. It has been shown that in the context of the COVID-19 pandemic, the key issue for banks is to identify consumer confidence-building indicators. The paper presents the latest statistics that have reflected on the underlying characteristics of consumer behavior from the beginning of the COVID-19 pandemic to the present day. After analyzing the secondary data, the article found that the active use of smartphones has increased the importance of online advertising, which will continue in the future. With this in mind, the key recommendations that financial companies need to follow to succeed and optimize their budgets are precisely in the direction of popular digital platforms. One of the most important issues of the paper is the increased consumption of cryptocurrency in the world, which is due to its sharp increase in popularity among users. Based on the above, the article shows that if technology companies expand the use of digital currency, the forms of physical services of banks will become obsolete, and the only way to popularize banking products will remain digital marketing. Keywords: Digital Marketing, Banking Marketing, Mobile Banking, COVID-19 Pandemic.

Impact of social media marketing on consumer behavior in the Georgian tourism industry

The paper studies the role of social media marketing in consumer behavior on Georgian tourism mar... more The paper studies the role of social media marketing in consumer behavior on Georgian tourism market. The main attention is paid to the fact that social media marketing engages the consumer and determine the different tools of social media in tourism development. The current study evaluates the impact of social media marketing of tourist company on consumer buying decision. To determine the attitude of Georgian consumers to social media, conducted a marketing research. The study revealed the strong relationship between Activity of tourist company regarding to social media marketing and consumers behavior, as well as among Interest, reliability and satisfaction about social media marketing of tourist company and consumer buying decision.

Determinants of Green Smartphone Application Adoption for Sustainable Food Consumption Among University Students. A Combination of SEM and Machine Learning Methods

Research Square (Research Square), Mar 27, 2023

The authors have requested that this preprint be removed from Research Square.

Impact of the university image on the choice of enrollees (TSU example)

Social Science Research Network, 2021

Article shows that image of the universities is a powerful lever affecting choice of the higher e... more Article shows that image of the universities is a powerful lever affecting choice of the higher education institution by the enrollees. The authors, based on analysis of different literary sources, regard that the elements of the higher education institutions image include the indicators showing the levels of education services, professors and leaders, as well visual characteristics, social and business activities and originality of universities. In the authors' opinion, the higher education institution should take care about formation of its image from the date of institution's establishment. They should care about high level of education, satisfaction and loyalty of the staff members and students, professionalism of the professors and teachers, as well as infrastructure and some other factors that ensure positive assessment of its activities from the side of public. The article emphasizes that today in Georgia the image of higher education institution is the powerful instrument for attraction of the enrollees and key factor determining employment of the graduates. And as the instrument for formation and maintenance of the university's image the authors offer extensive application of marketing approaches at the education service market.

Download

Influence of Food Labeling Awereness on Healty Behavior of Georgian Consumers

Zenodo (CERN European Organization for Nuclear Research), Jun 1, 2017

The current study evaluates the development and perspective implication of social marketing inter... more The current study evaluates the development and perspective implication of social marketing interventions for empowering healthy life and well-being of the population in Georgia. The objective of the research is to analyze the impact of food labeling for healthy behavior change of Georgian consumers. The study revealed the strong correlation between awareness and education of consumer on food labeling and healthy behavior changing. One of the important factors of changing healthy behavior are increasing awareness and knowledge in food labeling among the general publics. Despite that Association Agreement with Europe requires implementation of new obligations regarding food security and nutrition policy Georgia faces challenges in this regard. The majority of the consumers are not satisfied with the food labeling in the local market. It is urgent to provide such public health policy, that has the effect of improving the availability, affordability and appropriateness of healthy behavior of the consumers. Consolidated work of government, business and civil society should be guaranteed for encouraging healthy behavior for the well being of the population. Social marketing promotion strategies such advertising, public relations and sales promotion have a positive role to encourage of consumer attention on food labeling.

Download

Georgian Farmers’ Attitudes Towards Genetically Modified Crops

Economics world, Mar 31, 2017

Although, genetically engineered products (GM) have to be a broadly debated topic in different co... more Although, genetically engineered products (GM) have to be a broadly debated topic in different countries, there has been much less attention devoted to farmers' attitudes towards GM crops. This paper attempts to research farmers' insights on GM crops in Georgia through February-March 2014. An in-depth survey of 611 farmers revealed that respondents lack sufficient knowledge about genetic engineering. They tend to have a negative attitude towards GM crops and are strongly against of import and adoption of GM seeds. An empirical examination based on analysis of variance and Pearson's correlation coefficient verified that both education and age were significant determinants of awareness of farmers about genetically engineered crops, while income used to have no significant influence on the farmers' decision to adopt GM crops. In addition, relationship between awareness about genetic engineering and farmers' decision to adopt GM crops has to be insignificant, as well.

Download

Georgian Consumer Attitudes Towards Genetically Modified Products

International Journal of Management and Economics, Jun 1, 2015

Genetically modified products (GM) have been sensitive topic in different societies. This paper l... more Genetically modified products (GM) have been sensitive topic in different societies. This paper looks at (GM) from one consumer group's perspective; specifically, from the Ajara region of Georgia in February 2014. A survey of 603 consumers revealed that these respondents knew very little about genetic engineering but held a negative attitude towards GM products, expected the government to regulate both their import and production, and wanted GM to be identified as such. Even if priced lower than comparable foodstuffs, most consumers would not buy them. An empirical investigation based on analysis of variance and Pearson's correlation coefficient demonstrated that education, income and social class were significant determinants of genetic engineering awareness among consumers, while age had no impact.

Download

Perception of the service quality connected with personal selling by Georgian consumers

Service Quality Evaluation provided by Georgian Tourism Destinations

Social Science Research Network, 2021

The Study of Consumer Perception of Genetically Modified Products on the Georgian Market

The research examines advantages and disadvantages of production and sale of genetically modified... more The research examines advantages and disadvantages of production and sale of genetically modified products, as well as, main aspects of their regulations. It is confirmed that the marketing research plays a significant role in the development of GMO market. The marketing research is considered to be a cornerstone in investigation of consumers' perception towards the GMOs. The study reveals main specifications of perception, knowledge and awareness, and main attitudes and tendencies of Georgian buyers of genetically modified goods. It also defines main factors that impact the decision making process of Georgians during the acquisition of genetically modified products.

Nugzar Todua

Uploads

Papers by Nugzar Todua

Log In