FEATURES OF CONSUMER BEHAVIOR IN THE CONDITIONS OF THE MODERN MARKET

Abstract

The article examines the evolution of scientific views on the formation of consumer value of goods, proves that in the new economic paradigm, characterized by the emergence of modern approaches to improving business processes, consumers want to participate directly in creating value, determine its properties and structure. The elements of the marketing complex that influence the formation of consumer value of the product are identified: corporate values, price and price incentives, product and its quality and usefulness, attractiveness of packaging, breadth of range, trust and brand recognition, company location, interior design, perception, positioning, motivation, rules, consistency of interests, quality of service, providing information about the company's product, staff competence, experience of consuming the company's product. Scientific approaches to the study of consumer behavior and their models are systematized: social, synergetic, institutional, economic, motivational. The market trends that shape the type of consumer buying behavior are outlined. They include: personalization of technological behavior, growth of consumer opportunities, "transformation of consciousness", consumer desire to have goods "out of time", "green consumer thinking", desire for self-service. The most important trends of the modern market, which should be taken into account by companies and which radically influence their decisions on ways and tools to interact with their customers, have been identified. The types of consumer behavior that most correspond to modern realities and are the most used by marketers in enterprises in the process of determining the target segments of consumers are identified. The model of consumer decision-making to purchase a product and the possibility and necessity of the company's influence on these decisions through marketing was given, the importance of personalized appeal to the consumer based on information that the company has about him, building his information field by remembering relevant consumer actions and storing this information in one of its subsystems.

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