RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

Abstract

In modern society, consumer behavior is understood as a field of knowledge that studies the decision-making process of consumers, and the factors that determine it. Today, thanks to the competition that has reigned in the market, manufacturers are becoming interested in studying the mechanisms of consumer behavior and in the possibilities of using these mechanisms to achieve goals. The ability of enterprises to function and develop in the environment of potential competitors and the constant impact of various factors of the internal and external environment largely depends on the ability to withstand the consequences of influence, primarily from external factors of business entities. The strategic activity of an enterprise can be successful if it is based on the conceptual principles of marketing. The strategic marketing activity of enterprises requires a theoretical justification and is one of the most controversial in the scientific literature. Discussions take place around many areas and categories of strategic marketing, so the definition of the essence, substantiation of the principles of strategic marketing is important both from a theoretical and practical point of view. The implementation of the principle of basing on strategic marketing analysis requires the creation of an appropriate system of strategic analysis. At the same time, the concept of a marketing strategy abandons the strict annual planning regulation and requires the creation of a more mobile cyclical system for collecting, analyzing information and making strategic decisions. The concepts, models and methodology of strategic analysis help to obtain and analyze information to solve strategic problems, offer the development of appropriate alternative marketing strategies for an enterprise based on a study of market opportunities and threats. The principle of active, offensive strategic activity of an enterprise suggests that an enterprise should not only explore the market environment and adapt to its conditions, not only respond to events in the external marketing environment, but also actively influence the events of the environment. The end customer, who is also the consumer, should always be the central link of business. It does not matter what product a company produces and what services company provides. The client "votes with money", making a decision in company’s favor, and company just have to know who this person is, why he needs their product, how he will use it and how exactly he will make a purchase decision. Every customer goes through a "customer journey" with a company. Companies’ task is to make sure that this path corresponds to the usual consumer behavior. If a company is constantly studying the behavior of their customers, then they have a better understanding of what customers are interested in, what their motives, goals and problems are. Here are the benefits of studying consumer behavoiur for companies: 1. Companies will be able to accurately identify needs, present all the benefits of purchasing a product, make an offer that is "difficult to refuse" and conclude a deal, both directly and through a chain of resellers or partners. 2. Marketing promotion becomes targeted, and therefore effective. Companies will be able to identify where customers are used to consuming content and look for solutions to their problems. Companies begin to build communication in the channels familiar to the client on the basis of the identified interests of the target audience, the development of its needs, the creation of a sense of urgency and the demonstration of the benefits of using the product. 3. The consumer has no problem buying something. The market is "littered" with offers. Rather, the client has a problem making the right choice. And if companies can help him make this choice in the most convenient and understandable way for him, then the opportunity to grow from this consumer a real brand evangelist. Understanding consumer behavior allows companies to determine the main selection criteria and optimally position the product in relation to competitors. The results of the questionnaire were analyzed in the article. This survey contains questions about marketing strategies and consumer behavior. In the survey, the demographic distribution of the respondents, the age limit of the participants, the level of education of the respondents, and the field of work of the participants were taken into account. "What factors do you consider when shopping?", "Have you ever purchased a product or service after seeing an online ad?", "How often do you make an impulse purchase?", "Purchase based on a limited time offer or discount -have you shopped?", "Do you think marketing strategies influence your purchase decisions?", "How important is customer service when making a purchase decision?", "How likely are you to recommend a product or service to a friend after a positive experience with it?", "Purchase decision How important is brand loyalty to you when giving?", "Have you ever bought a product or service because of a social media influencer's recommendation?", the relationship between marketing strategy and consumer behavior was determined. Keywords: strategic marketing, consumer behavior, benefits, social media, purchase decision.