SIMULATION OF CONSUMER BEHAVIOR IN THE CONTEXT OF FORMULATION OF LOYALTY OF TARGET AUDIENCE

Abstract

With the intensification of competition and the emergence of many brands of similar products on the market, there is a need to form and maintain customer loyalty. Emphasis is placed on the theoretical and empirical differences between customer-oriented and traditional marketing. Commitment presupposes loyalty, while loyalty can exist without psychological attachment to the enterprise. When put into practical conditions, marketers often combine these concepts when considering emotional loyalty (namely commitment) and rational (behavioral) loyalty. It is the formation and maintenance of emotional loyalty (commitment) is of considerable interest to enterprises. However, in modern conditions, most companies do not have experience in establishing partnerships with their customers. The main difficulties for them are the lack of a systematic approach to customer loyalty management and the imperfection of knowledge on the formation of marketing management systems, focused on retaining consumers and increasing their loyalty. The systematic approach to defining socio-economic and behavioral-cultural aspects of consumption as a phenomenon is the methodological basis of the study. Modern approaches to modeling consumer behavior are presented, as well as a set of factors that determine it. It is emphasized that customer-oriented marketing is fundamentally different from the traditional in a number of strategic aspects, due to its primary focus on consumers as specific individuals. Customer-oriented marketing involves a change in the organizational structure of marketing management, approaches to strategic planning and methodological tools of marketing activities of enterprises. It is established that the tools for ensuring consumer loyalty are conceptually appropriate to develop on the basis of maximizing the consumer value of goods. The classification of consumer behavior in the market in terms of its main types is presented. The regularities of implementation of the algorithm of consumer behavior and their application in marketing technologies of the enterprise are determined. The structural model of consumer behavior management of a customer-oriented company is substantiated.