CONSUMER BEHAVIOR AS A COMPONENT OF MERCHANDISING TECHNOLOGY

Abstract

In the modern conditions of a market economy, the success of an enterprise largely depends on the effectiveness of its marketing strategies and technologies. One of the key components of these strategies is merchandising, which involves optimizing the sales process of goods and services by influencing consumers at points of sale. The central element of merchandising is a deep understanding of consumer behavior, which includes analyzing their needs, motivations, habits, and psychological factors. This article explores the main behavioral factors that contribute to successful merchandising, as well as identifies the problems and limitations that arise when collecting and analyzing consumer behavioral data. Special attention is given to the impact of these challenges on the implementation of effective merchandising solutions in the Ukrainian retail sector. Using SWOT analysis, the authors identify the strengths and weaknesses, opportunities, and threats associated with the collection and analysis of behavioral data. The strengths include the ability to gather large datasets and leverage advanced analytical techniques, while weaknesses encompass issues related to data accuracy and integration. Opportunities highlight the potential for technological advancements and market expansion, whereas threats involve regulatory changes and increasing competition. The research findings indicate that while Ukrainian retailers have significant potential to utilize behavioral data due to the development of new technologies and the increasing importance of personalization, they also face serious challenges such as ensuring data confidentiality, high costs of implementing analytical systems, and the need to adapt to rapidly changing market conditions. Additionally, the study reveals that inadequate data management practices and a lack of skilled personnel further hinder the effective use of consumer behavioral data. These challenges are exacerbated by the dynamic nature of consumer preferences and the competitive landscape, which require retailers to be agile and responsive in their strategies. In the conclusions, recommendations are proposed for Ukrainian retailers to overcome existing challenges, including investing in cybersecurity measures to protect consumer data, improving data quality through standardized collection methods, utilizing modern analytical tools such as artificial intelligence and machine learning to derive actionable insights, and maintaining transparency and ethical practices in interactions with consumers to build trust and loyalty. Furthermore, the article suggests fostering a culture of continuous learning and adaptation within organizations to keep pace with evolving market dynamics and consumer preferences. Additionally, establishing partnerships with technology providers and investing in employee training can enhance the capability to manage and analyze behavioral data effectively. Thus, the article underscores the critical importance of an integrated approach to analyzing consumer behavior for the successful implementation of merchandising strategies and ensuring sustainable business growth in the Ukrainian retail sector. By addressing the identified challenges and leveraging the opportunities, Ukrainian retailers can enhance their competitiveness and achieve long-term success in both domestic and international markets.