INFLUENCE OF ENTERPRISE MARKETING COMMUNICATION ENVIRONMENT ON CONSUMER BEHAVIOR FORMATION
Abstract
The purpose of the article is to investigate the influence of the marketing communication environment on the consumer behavior formation. The relevance of the topic is to influence consumer behavior through marketing communications, in today's market and fierce competition. In carrying out this study, the works of domestic and foreign scientists were analyzed to determine methodological approaches to the consumer behavior study. The elements of marketing mix that influence the consumer value of the product formation and consumer expectations are described, the marketing communication environment within which the value creation of the product takes place is characterized. The stages of the individual purchase decision determining process are presented, they include: awareness of the necessity; information search; pre-purchase evaluation of options; purchase decision; purchase; consumption; reaction to purchase, evaluation of alternatives after purchase. The types of consumer behavior that determine their attitude to the enterprise in the process of making a decision to buy a product and its consumption are distinguished. Methodological approaches to the study of consumer behavior are analyzed, they are divided into two broad groups: value or style and commodity or notable. The most significant models in the presented consumer behavior groups are highlighted. The current trends that directly affect consumer choice and form the type of consumer buying behavior are given, there are several types of behavior that determine their attitude to the company in the decision to buy a product and its consumption: constantly loyal to the enterprise consumers, consumers with little experience, potential consumers. It is proved that the considered models of consumer purchasing decisions management in the communication environment of the enterprise make modifying consumer behavior through marketing communications possible. Changing the volume and composition of marketing communications, the quality and the array of information broadcast with their help, allow to adjust consumer behavior in an enterprise favorable way.
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