CONTROLLING THE BEHAVIOR OF THE CONSUMER IN MARKETING

Abstract

Purpose. The aim of the article is to generalize the theoretical propositions that characterize the process of controlling the behavior of the consumer in marketing with using a variety of influence factors. Methodology of the study. Methods of theoretical generalization, logical analysis, methodology of designing categories for determination of the content of consumption theory and the behavior of the consumer are used in the research process. Methodological basis of research is a systematic approach to the study of economic, social and behavioral aspects of the phenomenon of consumption. Findings. Correlation between the development of social production and the process of quantitative growth and enrichment needs of the society, which provides growth and improvement of social needs with the development of the productive forces and culture, has been determined. It has been proved that according to the influence of objective circumstances, that is, with the development of the productive forces of society, there is an increase and modification of needs, on the one hand, and also qualitative improvement in the structure of needs - on the other hand. It has been revealed that some needs disappear in the development process of society, but the other are appeared, broader and higher quality level, which traced the shift of priorities, development of interchangeability, quality improvement. Originality. The model of consumer behaviour, which takes into account the impact of innovative means on the buyer, has been developed. The prospect for the development of this direction in science is the creation of theoretical methods of controlling consumer behaviour on the basis of the collaboration of specialists in the sphere of economics, management, marketing, sociology and psychology, which will be used in managerial practice of marketing. The theoretical approaches to the theory of consumer behavior, which is an independent area of knowledge and, which originated at the interface of economics, marketing and psychology have been deepened. Practical value. The main groups of factors affecting the management of consumer behaviour: external, internal and situational were highlighted. The main effects, which are manifested in consumer behavior in the process of making purchasing decisions, have been considered. The classification of effects in the influence of the underlying factors was conducted. The proposed method is an algorithm of companies’ actions, based on the reaction on factors of customer behavior and their supporting during the process of making decisions by us about buying.