FEATURES OF HUMAN BEHAVIOR IN THE MARKET ENVIRONMENT AND PURCHASE DECISIONS
Abstract
The article is devoted to the problems and directions of the analysis of consumer behavior in the modern marketing environment. The role and significance of the consumer as an object of research in the theory of consumer behavior is considered. The main influencing factors on purchasing decisions are identified and structured. The value of multivariate manifestations of consumer behavior in the market environment is proved. The dependence of consumer behavior on the specifics of the development of consumption processes in economic and marketing environments is determined. A set of criteria for influencing consumer behavior is described and analyzed, taking into account external and internal factors of the environment. The importance of taking into account the emotional and subconscious factors of buyers in the direction of forming purchase decisions is emphasized. The ambiguity and subjectivity of the formation of consumer attitudes in the algorithm for making purchase decisions is noted. The necessity of taking into account and analyzing the consumer archetype with subsequent assignment to a certain group of consumer behavior and the selection of possible tools for influencing consumer consciousness is proven. The need for research and analysis of models and lifestyles of consumers regarding their influence on making purchase decisions is emphasized. Classification of consumers by motivation and attitude to purchase is proposed. The relevance of studying consumers based on the homogeneity of signs and behavior is emphasized. The socio-psychological factors of purchase decision-making are formed and characterized. The features of consumer behavior depending on the archetype are presented and revealed. Peculiarities of consumer thinking and corresponding ways of making purchase decisions are studied. The importance of taking into account the theory of personal values for the analysis of the characteristics of consumer reactions is substantiated. On the basis of the systematization of the principles and features of purchasing behavior, appropriate conclusions were drawn.
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