The Main External Factors Forming Consumer Behavior Patterns in Ukraine

• Autorzy: Vasyl Lypchuk , Yaroslava Larina
• 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)

Słowa kluczowe

PL

Zachowania konsumenta; Popyt; Globalizacja

EN

Consumer behaviour; Demand; Globalization

• Czasopismo: Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands
• Rocznik: 2018
• Tom: 17
• Strony: 549-566

Twórcy

autor

Vasyl Lypchuk

• Kielce University of Technology, Poland

autor

Yaroslava Larina

• National University of Life and Environmental Sciences of Ukraine, Ukraine

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