Abstract
The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.
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