Factors influencing the choice of brands of music services among Russian consumers
Sammanfattning: This paper examines the attitude of consumers towards music streaming services in Russia. The main goal of the research is to define the level of preferences of different features of the services and to match them to the brands present in the market. The data about brand usage and consumer preferences were collected via an online survey on a sample of Russian users of music streaming services. The analysis is split into two parts. Firstly, the importance of the features was defined using Best Worst Scaling method. Secondly, multinomial logit model was used to predict a brand depending on consumer preferences. Combination of the two steps allow to define a competitive advantage of a particular brand. The results show that despite what was expected, free access shows a low level of importance for Russian users. On the contrary, the most important factor is the availability of all the essential artists in the library of the service. Among the brands which are present in the Russian market, Apple Music has shown the best performance by this feature, which reflects its strong position in terms of brand commitment.
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