CONTEMPORARY ENTERPRISE MANAGEMENT IN THE FACE OF CHANGING TRENDS OF CONSUMER BEHAVIOUR IN THE GLOBAL ECONOMIC CRISIS

Abstract

Modern consumer behaviour has changed a great deal in recent years under the influence of many social and economic factors. In the past, shopping was associated only with the purchase of the most necessary goods for survival, then from year to year consumerism developed and led to the purchase of more and more products. Therefore, modern companies must implement modern management methods to respond effectively to the changing market situation. People increasingly driven by fads bought more and more products leading to the development of many enterprises. Recent years in the shadow of pandemics and economic crisis and war have forced many people to buy more prudently especially luxury products, but often also necessities. The main purpose of the article is to show the changes in the management of modern enterprises in terms of changing trends in consumer behaviour. The article conducts a theoretical and empirical analysis on the basis of the cited research results and own research conducted. A questionnaire survey was conducted on a group of 100 respondents who were customers of various enterprises. The conducted research made it possible to achieve the set goal and address the changing situation of enterprises and consumers in the market during the economic crisis. Many factors contributing to changes in consumer behaviour in recent years have completely changed the world view of business owners around the world.