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2018 | 17 | 549--566
Tytuł artykułu

The Main External Factors Forming Consumer Behavior Patterns in Ukraine

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
In the article the main factors influencing consumer behavior are investigated and systematized. It is proposed to systemize them into external, internal and marketing factors. External factors include economic, political, social, scientific, technical and environmental. Internal psychological factors include dominant needs, motives, values, type of personality, psychological peculiarities of different demographic groups (age, sexual, etc.). A particular group includes marketing factors, whose influence on consumer behavior is extremely powerful. Marketing factors include commodity policy, including positioning, packaging, branding; pricing policy, sales policy, marketing communications. The peculiarities of forming consumer behavior models on food markets are also considered. In the course of the research it was discovered that the key element of the marketing mix that affects the adoption of consumer decisions is the price. It was proven that there are significant differences in relation to different generations of consumers to the qualitative characteristics of the goods. (original abstract)
Twórcy
  • Kielce University of Technology, Poland
  • National University of Life and Environmental Sciences of Ukraine, Ukraine
Bibliografia
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Typ dokumentu
Bibliografia
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