СТРАТЕГІЯ СПОЖИВЧОЇ ПОВЕДІНКИ ЯК СКЛАДОВА ЗАГАЛЬНОЇ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА

Abstract

Each company develops a strategy that guides its marketing activities. When developing a strategy, environmental factors that can influence the process of the enterprise's functioning are taken into account. These can be factors of the internal environment, which are caused by the internal conditions of existence. Recently, the number of external factors has increased, including new digital technologies, the geopolitical situation, migration, changes in climatic conditions, the demographic situation, and the financial crisis. As the company operates in an uncertain competitive environment, it must monitor all factors that may affect its activities both positively and negatively. A component of the general marketing strategy is the strategy of consumer behavior. Consumer behavior is a set of consumer actions when purchasing a product. Based on the changes occurring in the consumer environment, consumer behavior strategies also change. New strategies are emerging that reflect today's realities. We describe new strategies of consumer behavior. The strategy of needing to manage one's expenses is related to inflation and a decrease in purchasing power. The strategy of establishing a life balance is based on the trend towards a healthy lifestyle. It promotes the use of products without preservatives, gluten, dyes, food additives. There is also an orientation towards the use of organic products that are natural and beneficial for health. The emergency situations in which the country lives have contributed to the emergence of a strategy to reduce contact between consumers and sellers. This became possible due to the development of online trade. The change in the rhythm of life has caused interest in packaged products and those manufactured and sold by supermarket specialists. The strategy of increasing awareness of purchases made requires consumers to think before making a purchase, to refrain from impulse buying. Buyers are increasingly trying to buy goods on promotions. They are cheaper, which makes them attractive to the consumer. Recently, there has been a tendency to buy innovative products. This happens when their superiority among other goods is proven. The appearance of the listed strategies makes it necessary to review the overall marketing strategy.