ЗАСТОСУВАННЯ МАРКЕТИНГОВИХ ІНСТРУМЕНТІВ ВІРТУАЛЬНОЇ ТА ДОПОВНЕНОЇ РЕАЛЬНОСТІ ДЛЯ МОДИФІКАЦІЇ ПОВЕДІНКИ СПОЖИВАЧІВ

Abstract

The article forms the theoretical foundations of the use of marketing tools of virtual and augmented reality to modify consumer behavior. The mechanism of consumer buying behavior, which consists of five stages: awareness of the need, search for information about the product or service, evaluation of options, namely: comparative characteristics of goods, the final decision to purchase, based on all previous stages, feedback on a purchase, that is, the consumer determines his attitude to the purchase and the factors of influence, namely: psychological, personal, socio-cultural, marketing, situational. It is determined that the motives of the purpose and needs of the consumer are constantly changing. Two definitions are proposed: virtual reality (VR) is a computer-generated simulation of a three-dimensional image or environment with which an individual can truly interact using special electronic equipment, such as a helmet with a screen inside or gloves equipped with sensors, and augmented reality (AR) is a technology that superimposes a computer-generated image of a real-world image, thus providing an augmented view. The results of AR/VR involvement were analyzed on the example of «OKKO», «Gucci», «LOWE’S», «SK Telecom», «Burger King». Virtual (VR) and augmented (AR) realities have been proven to be of great importance and value to the brand that uses them, as evidenced by increased sales («OKKO», «Burger King»); awareness, PR publications, awards («LOWE’S», «Burger King»); audience enthusiasm through new channels («Gucci», «LOWE’S»); innovation among competitors («Gucci»); new experiences for users and emotional intimacy; the versatility of tools for online and offline events that are not affected by the pandemic. A pilot study was conducted, which interviewed 202 respondents aged 19 to 28, who were asked 7 questions about possible areas of application of AR/VR technologies. It is established that the implementation of virtual and augmented reality tools has significant potential, is a benchmark for rational marketing decisions, and helps to increase loyalty and increase consumer confidence.