АНАЛІЗ ВПЛИВУ СОЦІАЛЬНОГО ОТОЧЕННЯ НА МОДЕЛЬ ПОВЕДІНКИ СПОЖИВАЧА

Abstract

Formulation of the problem. The author's approach to the analysis of the impact of the social environment on the model of consumer behavior, which involves determining the intensity and direction of the impact of social groups based on the quality of the reference space by applying the proposed CNSA model ("Criticism-noise-silence-advice"). The aim of the research is to determine the methodological approaches to the analysis of the impact of the social environment in the decision-making process on the purchase and consumption of food by school-age children. The methodological basis of the study was the work of ukrainian and foreign scientists on marketing research. The hypothesis of the resaerch was the assumption of the need to substantiate methodological approaches to the analysis of the impact of the social environment on consumer behavior, taking into account the intensity and direction of the impact of different groups. The statement of basic materials. The method of analysis of the influence of social environment on consumer behavior proposed in the article involves determining the intensity of influence of social environment groups as the weight of respondents' perception of the importance of this group, and assessing the direction of social environment through analysis of the quality of the reference space based on the developed CNSA model ("Criticism-noise-silence-advice"). Based on the obtained data, it is possible to reproduce the reference space of the respondent, which is a characteristic of the quality of the impact of the social environment on the respondents in terms of specific issues. Based on the proposed method, the analysis of the impact of the social environment on the consumer behavior of school-age children. The obtained data characterize the reference space of children in view of the discussion of the nutrition system of school-age children. The originality and practical significance of the research. This technique has theoretical and applied significance and can be used to assess the impact of the social environment for different groups of respondents on specific issues of consumer behavior. Conclusions. The methodology is substantiated and on its basis the analysis of the influence of the social environment on the model of consumer behavior of school-age children in the market of food products and services is carried out. Perspectives of further research will be aimed at determining the nature of the influence of motivating and internal factors on consumer behavior, determining the specifics of the decision-making process of school-age children on the purchase and consumption of food