Abstract
In the modern world, it is important for every organization conducting commercial activities to be able to identify the characteristics of the behavior of its consumers in order to maintain competitive advantages in constantly changing markets. The purpose of the article is to identify socio-cultural and psychological factors of consumer behavior that can influence the formation of demand. Important socio-psychological factors are values, beliefs, motivation, perception and expectations of consumers. The analysis of these factors, despite its difficulties in implementation, should be carried out qualitatively, on a regular basis and with high accuracy of study, because it helps businesses to better understand their target audience, predict market trends and develop effective marketing strategies. In the course of the work, the varieties of these factors and the consequences of their action on modern business were identified. For the successful functioning of the organization, marketing policy must evolve to meet the changing needs of consumers and also take into account the socio-psychological characteristics of consumer behavior.
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