Abstract
A marketing study of consumer behavior and factors contributing to their choice of products at all stages of the purchase process was carried out in this article. The article aims to study consumer behavior in the food market in modern conditions. The key tool for collecting primary information and determining demand indicators in the food market was a consumer survey. The study of consumer behavior in the food market was conducted using the questionnaire method. The number of respondents was 80 people. The survey allowed us to collect data on various aspects of consumer behavior, such as product preferences, frequency of purchases, factors influencing the purchase decision, satisfaction with the purchase, and other factors that help to understand consumer decisions and determine optimal marketing and sales strategies. The purpose of the survey was to analyze consumer behavior and consumption characteristics in terms of socio-demographic characteristics, brand preferences, frequency of consumption, and purchase of Nestlé Ukraine products, and to identify the factors to which consumers are most susceptible. The survey results showed that the majority of respondents prefer domestic brands. Large retail chains are the main place for many consumers to buy food. It has been found that the largest number of respondents prefer quality food products and their availability in places convenient for them. A significant number of respondents are fans of a particular brand and take into account the brand's reputation when purchasing goods. Price is one of the most important factors that influence the purchase of a product. Promotions and the convenience of packaging are also important for consumers when buying food. The study allowed us to identify existing trends and preferences of consumers in the food market in terms of individual segments and develop recommendations for optimizing the marketing and sales strategy of Nestlé Ukraine LLC. The findings of the consumer research allowed us to develop marketing measures aimed at maximizing consumer satisfaction and improving the company's competitive position in the food market.
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