Consumer behavior transformation in the digital economy on the basis of quantitative analysis

Abstract

In the context of digital transformation and the changing geopolitical situation, the issue of studying changes in consumer behavior is of particular importance. The consequences of geopolitical events, as well as the spread of global trends, have a direct impact on the acceleration of changes in consumer behavior during the decision to purchase, as well as its completion. Active digitalization of the economic sphere, including the intensive development of e-commerce, is singled out as a separate factor influencing the transformation of consumer behavior. The purpose of this article is to analyze the main trends in the transformation of consumer behavior in the Republic of Kazakhstan, based on a quantitative assessment of the data of the field study, as well as identifying common trends in the market situation of global consumer preference. As a result of the survey of consumers and expert interviews were obtained quantitative expressions, confirmations of the main hypotheses, as well as identified the significant modern factors affecting the transformation of consumer behavior. The obtained variable influencing factors were also evaluated by means of direct correlation analysis, both Kazakh and global trends in consumer behavior were evaluated. On the basis of the obtained data, the authors offer recommendations in the sphere of business support and development under conditions of dynamic transformation of consumer behavior. The results of the study can be used by Kazakh FMCG and retail companies, online stores, marketplaces both in building strategies for online commerce, and in the study of modern consumer behavior, as well as in the formation of trade marketing policy. In addition, the data can be applied point by point when launching marketing advertising campaigns and other tactical decisions.