The Influence of Advertising and Other Communication Forms of Consumer Behavior

Abstract

The essence of communications is considered in the article as a modern tool for formation of and influence on consumer behavior. This kind of research is urgent due to the fact that traditional marketing tools no longer provide companies with the expected effect, and the consumer needs something more from the seller. For modern organizations, the definition of the most effective forms of communication, the reaction of the target audience to each of them become more and more important. The article highlights the importance of studying the structure of consumption, supply of goods, trends in consumer demand, analysis of processes and conditions of satisfaction of basic consumer rights (typology of consumers, modeling their behavior in the market, forecast of expected demand). The authors consider the “stimulus-response” or “black box” model which focuses on the consumer, primarily as a thinker and personality who is able to solve problems and respond to a number of external and internal factors when making a purchasing decision. Accordingly, at this stage we are able to influence the consumer’s opinion through various communication methods. The paper presents the actual data of marketing research on studying the attitude of consumers of “Silpo” supermarket chain network to various communication channels. The conducted survey has revealed the incentive to visit the store as the effect of each form of communication. Based on the results of the study, recommendations are developed for improving the communication policy of retail in the modern economic environment. The proposed changes will allow more effective use of the advertising budget of the “Silpo” network of supermarkets, distributing it between the channels that have a real impact on the consumer.Article received 20.05.2019