2022, Vol. 9, No. 1. - go to content...

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[Factors that affect consumer behavior] Russian journal of resources, conservation and recycling, 2022, Vol. 9, No. 1. Available at: https://resources.today/PDF/.pdf (in Russian).

Factors that affect consumer behavior

Sattarova Irina Valerievna
Moscow Witte University
Ryazan branch, Ryazan, Russia
E-mail: sattarova.i.v@mail.ru
ORCID: https://orcid.org/0000-0001-8008-6163
RSCI: https://www.elibrary.ru/author_profile.asp?id=557370

Cherkashina Lyudmila Vladislavovna
Moscow Witte University
Ryazan branch, Ryazan, Russia
E-mail: milasergey2000@gmail.com
ORCID: https://orcid.org/0000-0002-3189-4962
RSCI: https://www.elibrary.ru/author_profile.asp?id=472367

Abstract. In modern society, there is a need for accounting and research of consumer behavior. At the same time, this phenomenon is considered as a consumer activity in the process of forming them demand for one product or service and the formation of preference to this product from the competitive line. In conditions of universal informatization and digitalization, there is an acceleration of all socio-economic processes, which has a direct impact on the change in the needs, values and preferences of people, and ultimately their consumer behavior. The purpose of this study is to identify and describe the fundamental factors affecting the formation of consumer behavior of the subjects — representatives of various social groups. Their study will allow entrepreneurs to develop programs for consumers to increase their loyalty and promotion of goods and services. The article analyzes the factors that have a direct impact on consumer behavior. The classification and description is given, the possibility of using entrepreneurs in marketing activities is determined. The authors conclude that effective management of consumer behavior is possible only on the basis of accounting for the factors described in this article and the competent impact on them. Knowledge of the factors described in this article can be used by marketers in promotional communication. Their accounting and skillful impact, both on individual factors and their complex, allow you to form the necessary vectors of consumer behavior necessary to the entrepreneur. Thus, marketers can change the beliefs and installations consumers by running special campaigns in this regard.

Keywords: need; consumer loyalty; consumer behavior; external environment; internal environment; sociology of consumption; theory of needs; making a decision on the purchase

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