EVALUATION AND ANALYSIS OF CONSUMER BEHAVIOR: KEY INDICATORS

Abstract

The article is devoted to the analysis and assessment of consumer behavior, which is one of the key areas of modern marketing research. This approach allows companies to better understand the motives, needs and decision-making processes of customers. The relationship between consumer behavior and marketing data is considered, as well as the importance of constant research of the target audience. Such analysis is an important function of enterprise marketing, which is based on the use of key indicators and metrics of the effectiveness of its activities. Studying these metrics helps to identify factors that attract users and those that may negatively affect their loyalty. Deep study of behavioral aspects of consumers, their needs and ways of making purchase decisions is the basis for developing more effective management and marketing strategies. This is especially important in the conditions of constant market changes and competition for the client, because such knowledge contributes to achieving success in marketing activities. Researching consumer behavior, understanding their needs and purchasing decision-making processes is the key to effective marketing management decisions and business success. The basis of consumer behavior is the process of making a purchase decision and the factors that influence it. Companies should look for new ways to stimulate the use of their products by consumers, actively shape their consciousness, adapt their business to changing market conditions in a timely manner, and direct their efforts to gain the attention and trust of customers. Deep knowledge of consumer behavior and the formation of their loyalty are becoming important prerequisites for effective marketing activities and the development of an effective marketing mix. One of the key functions of marketing in an enterprise is to study the behavior of target customers. This process should be carried out systematically, taking into account the main indicators and metrics that reflect the effectiveness of marketing activities. At the same time, segmentation of the target audience remains a determining factor in the development of a marketing strategy.