МОДЕЛЬ ПОВЕДІНКИ КЛІЄНТА ЯК ОСНОВА УПРАВЛІННЯ СПОЖИВЧОЮ ЛОЯЛЬНІСТЮ

Abstract

The aim of the article is to study the features of different models of consumer behavior in order to model their purchasing response and the formation of long-term consumer loyalty to a particular brand. The model of consumer behavior is defined as a description of the relationship between the actions of the consumer of goods and the motives behind these actions, the characteristics of the consumer and the state of the environment in which these actions are carried out. The process of purchasing a product is considered as an action. The study analyzes foreign and domestic models of consumer behavior, approaches to modeling consumer behavior. The motives of product choice, the degree of awareness and independence of choice, the degree of consumer satisfaction with the product, directions and possibilities of influencing consumer choice are studied. Most models of consumer behavior are based on the study of lifestyles of different social strata. Three components of a person's way of life are considered: actions, interests and thoughts. Modeling of consumer behavior is based on the concept of «7 Os»: market participants, their goals; market items; companies present in the market; market operating processes; acquisition opportunities; channels that form methodological approaches to modeling consumer behavior. It has been proven that one of the main factors influencing the purchase decision is consumer loyalty – a system of long-term relationship between supplier and buyer, in which each party refuses to maximize its profits in favor of maintaining this relationship. The greatest contribution to the formation of consumer loyalty have a positive experience of consumption, rational evaluation associations with the brand and the overall strength of all associations with the brand, which sets it apart from alternatives. The formation of consumer loyalty is possible due to the integration into the model of factors of consumer motivation and situational opportunities, taking into account which will achieve greater predictability in predicting customer behavior. The paper proposes an algorithm for consumer loyalty management, which includes the implementation of the following steps: organization of a continuous system of customer service; providing continuous feedback from customers; involvement of customers in regular communication with the brand; creation of a personalized scenario of the client's needs development and formation of a narrowly segmented scenario of his development; encouraging customers to recommend a brand and building a community around the brand among customers who share the business idea. Thus, modeling consumer behavior allows us to understand how, on the one hand, consumers react to the motivating factors of marketing, and on the other – what is a significant competitive advantage for the company.