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Motivational analysis of buyer behavior

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Introduction……………………………………………………………………………….3

Chapter I. Consumer research……………………………………………………….5

1.1 Model of purchasing behavior…………………………….5

1.2 Factors influencing buyer behavior………………….6

1.3 Theories of motivation…………………………………………......11

1.4 Purchase decision-making process……………………………..12

Chapter ΙΙ. Motivational analysis of purchasing behavior

Footwear consumers……………………………………………………………...13

2.1 Strategy for building and updating your shoe wardrobe………13

2.2 Attitude to fashion……………………………………………………………..24

Conclusion………………………………………………………………………………….…….26

List of sources used…………………………………….…….28

Introduction

The study of consumer behavior is a key point in marketing policy. If the marketing process ends after the product is consumed, then, consequently, marketing policy should start with getting to know the consumer.

In the methodology of market research and development of marketing concepts, recently they have played an increasingly important role. psychological methods, methods for studying buyer motivation. The study of buyer motivation proceeds in two directions. In one case, the motives of a person’s behavior (his actions) when choosing and purchasing a product are studied. In another case, efforts are directed toward finding ways to effectively influence these buyer decisions.

To better promote products on the market, it is necessary to carefully study this market, as well as the factors influencing buyer behavior. For this purpose, a number of concepts and principles have been created in marketing science, such as the consumer market, purchasing behavior, market segmentation, product positioning, etc.

It is important to consider that identifying the true motives for a purchase can lead to a significant deviation from the motives for purchase assumed by the manufacturer of the product or service.

The study of motivation is to discover the hidden meaning of attitudes in purchases made. This is done using psychological analysis of indirect surveys of potential buyers. The purpose of the surveys is to establish: what pushes a person to buy; what keeps a person from buying; how the decision to buy this or that product arises; What is the connection between this purchase and other purchases made previously?

A starting point for understanding buyer behavior can be a model of marketing incentives and buyer responses. motivating factors environment are input elements in relation to the buyer’s consciousness, and a specific purchase decision depends on the personal characteristics of the individual and the characteristics of his decision-making process. The final choice of the buyer of a product is formed under the influence of many cultural, social, personal and psychological factors.

Object of study consumer footwear market.

As an item The study examines consumer purchasing motives when choosing shoes.

Purpose work is the study and use of consumer motivation in marketing.
^ Chapter I. Analysis of consumer purchasing behavior

1. 
   Buying behavior model

^ Consumer Behavior - a set of actions of people in the process of choosing, purchasing and using products and services to satisfy their own needs and desires. The study of consumer behavior offers answers to questions about what they buy, why they buy, when they buy, where they buy, how often they buy, how they buy. Therefore, enterprises and specialists spend a lot of effort on researching the relationships between marketing incentives and consumer response.

Having passed through the “black box” of the buyer’s consciousness, all these stimuli cause a series of observable consumer reactions, presented in the right rectangle: choice of product, choice of brand, choice of dealer, choice of time of purchase, choice of purchase volume. The task of a market worker is to understand what happens in the “black box” of the consumer’s consciousness between the arrival of stimuli and the manifestation of responses to them. The “black box” itself consists of two parts:

1) characteristics of the buyer that have a major influence on how a person perceives stimuli and reacts to them;

2) the process of making a purchasing decision, on which the result depends.
^ 1.2 Factors influencing buyer behavior

The starting point for understanding buyer behavior can be the model of marketing incentives and buyer response (Fig. 2). In accordance with it, marketing incentives and environmental motivating factors are input elements in relation to the buyer’s consciousness, and a specific purchase decision depends on the personal characteristics of the individual and the characteristics of his decision-making process. The marketer’s task is to understand what happens in the consumer’s mind between the moment he is exposed to external stimuli and makes a purchase decision.

Fig.2 Buyer Behavior Model

The final choice of the buyer of a product is formed under the influence of many cultural, social, personal and psychological factors, and the decisive role in this process belongs to culture.

^ CULTURAL FACTORS

The most important of the factors we have listed include the consumer’s culture, his belonging to a certain subculture and social class. Culture- a determining factor in the needs and behavior of an individual, who from childhood assimilates in the family and through other social institutions a certain set of values, stereotypes of perception and behavior.

Every culture consists of private subcultural tour. Subcultures are formed on a national, religious, racial or regional basis.

Almost every modern society is divided into different social strata. One of the most rigid structures of this kind is castes, whose members are assigned certain roles, and transition from caste to caste is not allowed. Much less rigid is the division of society into social classes- built in a strict hierarchy, relatively homogeneous, stable social groups, united by common values, interests and behavior.

^ SOCIAL FACTORS

In addition to cultural ones, consumer behavior is influenced by such social factors as reference groups, family, roles and statuses.

^ Reference groups. The reference group consists of people who have a direct or indirect influence on the individual’s attitude towards something (someone) and his behavior. Groups that have a direct influence on a person are called membership groups. Membership groups can be primary or secondary.

Marketers must identify reference groups of target consumers, not forgetting about their different impact on people when purchasing certain products or brands.

Family. Family is the most important social group of consumer buyers. Family members constitute the most influential primary reference group. There are two types of families. The mentoring family consists of the individual's parents and relatives. Religious beliefs are formed in it, the individual’s life goals, feelings of self-worth and love are determined here, and positions in the sphere of politics and economics are determined. The buyer's behavior is directly influenced by his family - spouse and children. First of all, marketers study the roles of husband, wife and children and their relative influence on each other in the process of purchasing goods and services.

^ Roles and statuses. Throughout his life, an individual participates in the activities of many groups - family, friends, various organizations. His positions in each group are determined by his role and status. A role is a set of actions that those around him expect a person to perform. It is very important that the marketer recognizes the potential for the product and brand to become symbols of status.

^ PERSONAL FACTORS

The buyer's decision is influenced by his personal characteristics: age and stage of the life cycle of his family, work, economic situation, lifestyle, character traits and self-perception.

^ Age and life cycle stage . Throughout life, a person acquires a variety of goods and services.

The consumption structure of an individual also depends on what stage of the life cycle his family is at. Often during development marketing plan Manufacturers focus on specific target groups in accordance with periods of the family life cycle. Marketers pay great attention to the circumstances that lead to significant changes in a person's life - divorce, widowhood, remarriage - and their impact on consumer behavior.

^ Occupation and economic status. The buyer's occupation has a great influence on the purchase of goods. Marketers strive to identify professional groups interested in purchasing specific goods and services, and companies focus on the release of relevant products.

The economic situation of the individual has a huge impact on the choice of goods by the consumer: disposable income, amount of savings, debt obligations, creditworthiness, as well as attitude to the very process of accumulating and spending funds.

Manufacturers of goods, the demand for which depends on the income level of buyers, constantly monitor trends in changes in the personal income of the population, savings rates and interest rates.

^ Lifestyle. Individuals belonging to the same subculture, the same social class and having the same occupation can lead completely different lifestyles and adhere to different styles. Lifestyle is a person’s form of being in the world, expressed in his activities, interests and opinions. Lifestyle reflects the “whole person” in his interactions with others. Marketers strive to identify connections between a company's products and groups of individuals united by their lifestyles.

^ Personality type and self-perception. A person's purchasing behavior is largely determined by his personality type. Personality type is understood as a set of distinctive psychological characteristics of an individual that determine his relatively constant and consistent reactions to environmental influences.

^ PSYCHOLOGICAL FACTORS

The buyer's choice of goods is influenced by four main psychological factors - motivation, perception, learning, beliefs and attitudes.

Motivation. At any moment in life, a person experiences a lot of needs. Some of them have biogenic nature, arise under a certain physiological state of a person. The nature of others is rather psychogenic, the result of such states of psychological discomfort as the individual’s need for recognition. A need becomes a motive when it forces an individual to act, and its satisfaction reduces the level of psychological discomfort.

Perception. Perception is the process of selection, organization and interpretation by an individual of information coming from outside and the creation of a holistic picture. Perception depends not only on physical stimuli, but also on the attitude towards the environment and on the personal characteristics of a person. Keyword in the definition of the concept “perception” - “individual”.

Education. In the process of conscious activity, a person acquires certain knowledge. Learning is certain changes in a person’s behavior that occur as he accumulates experience. First of all human behavior is the result of learning. Learning theory shows marketers that they have the opportunity to increase demand for the products they promote if they can use strong incentives, motivating incentives and positive reinforcement in their campaigns.

^ Beliefs and attitudes. An individual's beliefs and attitudes are formed through actions and learning and directly influence the behavior of consumers. Beliefs form images of goods and brands in the mind, focusing on which consumers make purchases.

Marketers are very interested in consumer beliefs about their products and brands.

Installation- a person’s stable positive or negative assessment of an object or idea, the feelings he has towards them and the direction of possible actions in relation to them. People form attitudes towards religion and politics, clothing and music, food, etc. Attitudes towards an object make people love it or not hate it, strive for it or avoid it.

^ 1.3 Theories of motivation

Theory of motivation according to 3. Freud. The great psychologist believed that people for the most part are not aware of the psychological forces that guide the behavior of an individual, which means that they are not able to fully understand the motives of their actions. When a consumer studies individual brands of goods, he pays attention not only to their main characteristics, but also to less noticeable details. Shape, size, weight, color, brand name and material evoke certain associations and emotions.

Modern motivation researchers adhere to the traditional Freudian interpretation.

^ A. Maslow's theory of motivation. A psychologist scientist tried to explain why an individual feels different needs at different times. A. Maslow explains this by saying that the system of human needs is built in a hierarchical order, in accordance with the degree of importance of its elements: physiological needs, the need for a sense of security, social needs and the need for self-actualization. The individual first of all tries to satisfy the most pressing needs. When he succeeds, the satisfied need ceases to be motivating and the person strives to satisfy the next most important one.

^ The theory of motivation according to F. Herzberg. Frederic Herzberg is the author of the two-factor theory of motivation, according to which a person’s dissatisfaction and his satisfaction are determined by two groups of fundamentally different factors. For a purchase to take place, absence is not enough. factor of dissatisfaction - active presence required satisfaction factorcreation.

^ 1.4 Purchase decision process

• 
  Awareness of need

• 
  ^ Search for information

• 
  ^ Purchase decision

^ Reaction to purchase

After a purchase, the consumer experiences either a feeling of satisfaction or dissatisfaction. He's getting reaction to purchase. If the product does not live up to expectations, then the buyer is not satisfied; if the product corresponds to them, the buyer is satisfied; If the product exceeds expectations, then the buyer is more than delighted. Almost every major purchase causes cognitive (cognitive) dissonance, i.e. a feeling of discomfort caused by doubts about the correctness of the choice made; such doubts almost inevitably come to the buyer after making a purchase.

Chapter ΙΙ. Motivational analysis of purchasing behavior of footwear consumers

^ 2.1 Strategy for building and updating your shoe wardrobe
The results of the study were conducted using the method of in-depth interviews in four cities of Russia - Moscow, St. Petersburg, Rostov and Krasnoyarsk.

The sample size is 200 respondents, of which 152 are women and 48 are men. (In each city, 38 women and 12 men were interviewed). This sample size for a qualitative study is quite large.

Among women and men, respondents in the age categories are represented in equal proportions: 20 - 28 years old and 29 - 50 years old. An additional selection criterion was the respondents’ income - from $200 to $1000 per month per family member. The parameters for selecting respondents were established based on previous studies target audience consumers of interest to the Customer.

The study, the results of which are presented, was carried out in July 2009 at the request of a large shoe company.

How common are certain strategies today among representatives of various target groups? How have specific ideas about fashion, style preferences, etc. changed?

Answering these questions is the task of current research, in which, we believe, the approach outlined can help.

Women. To better understand consumer strategies, it is necessary to rely on some classification. We suggest considering shoe purchasing strategies based on simple criteria. Our classification is based on empirical data on the following grounds:

1. First of all, we estimate the volume of consumption - the number of pairs of shoes that are constantly worn (purely sports and other special-purpose shoes are excluded, as well as old shoes - shoes that are “worn out” and not used for everyday wear).

Based on such information, respondents are divided into those who have a “small” and “large” shoe wardrobe.

“Small” (M)5 - 10 - we call a set of shoes when no more than 10 pairs are constantly worn, i.e. on average 3 pairs for each season; “large” (B) 11 or more - a set of shoes including more than 10 pairs.

2. The second indicator that we consider is the wear time or the frequency of shoe renewal (purchase frequency). It is taken into account that different types of shoes are a priori designed for different periods of wear. (Thus, winter boots, due to the weather conditions and the widespread use of reagents, wear out in the vast majority of respondents in 2 winter seasons, while boots and other demi-season footwear wear out in 3-4 spring-autumn seasons, etc.).

Having analyzed the information collected, we believe that shoes are rarely updated if boots are worn for 3 seasons or more, demi-season shoes are worn for 4 seasons or more, shoes are worn for 4 seasons or more, sandals are worn for 2-3 seasons or more. Accordingly, respondents often update their shoe wardrobe, buying new winter boots after 1-2 seasons of wear, new demi-season shoes after 2-3 seasons, shoes - 1-2, and “sandals” after 1 season of wear.

3. The third indicator on the basis of which we propose to analyze footwear consumption strategies is the “leading motive” for renewal, the main factor that encourages the purchase of a new pair of shoes in most purchase cases.

We defined the leading motives as follows:

1.pragmatic : shoes are renewed as they wear out, a new pair must perform the functions of the previous one (in this case, for various reasons, one type of shoe can be replaced by another; for example, instead of boots, demi-season shoes are bought, etc., but the essence does not change).

2. desire to follow fashion : shoes are updated under the influence of fashion trends, a new pair is bought in order to have fashionable shoes in the respondent’s opinion, regardless of the degree of wear of the old one, the purchase is stimulated by changes in fashion.

3.striving for novelty , desire for variety: new shoes are purchased not only and not so much due to the wear and tear of the old ones, the respondent strives for change, diversifies her wardrobe, and moves away from a purely functional, pragmatic approach.

^ 4.mixed motive : in this case, the factors motivating the purchase of new shoes are two (or even three) motives. For example, most purchases are made strictly as needed, but the respondent strives to have in her wardrobe 1-2 newfangled pairs of shoes, in her opinion, which are bought in connection with more drastic changes in fashion, etc.

It is obvious that the identified motives can be present in the behavior of almost any woman. Every woman has bought shoes at least once in her life under the influence of situational factors. In constructing our classification, we considered the dominant motive, the basic approach to buying shoes inherent in this customer, which she follows in most cases.

According to the proposed approach, the consumer behavior strategy of a particular respondent can be described, for example, as follows: the wardrobe is small (up to 10 pairs in constant wear), long wearing periods. Shoes are rarely updated (for example, shoes after 5-6 seasons of wear), the leading motive is pragmatic - shoes are bought as they wear out, etc. (see table 1.1).

Taking into account the possible number of combinations of the three criteria, theoretically, 16 types of consumer strategies can be distinguished. Of course, there are fewer real ones. By “cutting off” strategies that are rarely encountered in real behavior, we analyze common strategies that collectively unite up to 90% of respondents.

Based on empirical data, 4 basic strategies of consumer behavior have been identified. The carriers of each strategy constitute a separate segment of the consumer market.

Table 1.1 shows the quantitative distribution of consumer behavior strategies. A detailed description is given after the table.

(In each cell of the table the number of respondents is indicated. The distribution by age group is specified in brackets: the first figure is the number of respondents aged 29-50, the second - 20-28 years.)

Let's turn to the analysis of the final data.

The largest number of respondents “falls” into the first cell of the table - i.e. The most common strategy is the one described below as an example.

1. Small shoe wardrobe (up to 10 pairs of shoes in constant wear), shoes are worn for a long time, the leading motive is pragmatic - new shoes are bought in most cases only when they are worn out - 40% of respondents.

The carriers of this approach are characterized by the following features.

The respondents are guided by a rather rigid pragmatic approach, rarely committing spontaneous purchases. They carefully choose shoes and care for them. Fashion is secondary for them: purchases are not stimulated by changes in fashion. The main criteria for choosing shoes are strength, resistance to harmful environmental influences, extreme versatility, which involves a limited choice of colors, materials, finishing methods, allowing you to wear shoes in different situations, with different items of clothing (with a long coat and jacket, with trousers and a skirt).

This group included mainly respondents with an income of no more than $300; ​​both age groups were represented in equal proportions (20-28, 29-50).

Younger people are more likely to make “unplanned” purchases, influenced by sudden changes in fashion or situational factors, deviating from a rigid pragmatic approach.

Young people tend to have more flexible attitudes. Potentially, they are ready to expand their wardrobe; with rising incomes, shoe consumption will increase. At this stage, consumption is constrained by limited material resources.

The second largest group consisted of respondents whose consumer behavior is described by the following strategy:

2. Small shoe wardrobe (up to 10 pairs), short wearing periods, shoes are updated frequently; the motivation is complex: the wardrobe is updated partly as it wears out, partly under the influence of fashion changes - 20% of respondents.

Respondents who adhere to the strategy under consideration have a small shoe wardrobe, this is largely due to the desire to update their shoes more often. Representatives of this group do not strive to carefully protect their shoes so that they retain their functionality longer. appearance. However, the choice of shoes in the wardrobe is not so large as to allow a wide variety of styles and colors; the requirements for functionality and “convenience” are high. The desire for variety is realized in more frequent replacement of shoes with new ones.

Table 1.1

All representatives of this group are united by their approach to resolving the fashion-comfort compromise: among fashion innovations, they select only those that meet personal requirements for convenience and functionality. This group also included those respondents who, as a rule, renew their shoes as they wear out, but in the event of more drastic changes in fashion, they force new purchases. The group included respondents of different age groups and different income levels.

The next largest group consisted of female respondents whose consumer strategy is described as follows.

3. Large wardrobe (more than 10 pairs), wear time is short, shoes are updated frequently, the leading motive is the desire to follow fashion - 15% of respondents.

This group included consumers who can be classified as “early followers” ​​of fashion. The main incentive for purchases is the need to comply with fashion trends. The desire to be among the first to adopt new shoe designs encourages respondents to frequently update their shoes. Among the bearers of this strategy there are those for whom following fashion is rather normative, and those for whom, due to their priorities and aspirations, interest in fashion is part of their lifestyle, a self-improvement program. Respondents in this group have incomes above $400 per person.

The next group consisted of respondents who fell into the last cell of the table.

4. Large shoe wardrobe (more than 10 pairs of shoes), short wearing periods, frequent renewal; the leading motive is the desire for diversity and novelty - 10% of respondents.

Respondents in this group have a lot of shoes, constantly purchasing new ones, so purchases are made frequently. In other cases, the principle “more good and different shoes” applies to the shoe wardrobe as a whole.

Due to the described features, respondents in this group have the most flexible criteria for choosing shoes. It can be functional and vice versa; it can be classic, moderately fashionable, however, more fashionable avant-garde, extravagant models are allowed. Only in this group is there real color diversity, a wide range of materials and finishing methods.

This group included respondents of different ages, social and professional status, whose income is above $500 per person. The young people who find themselves in this group, in 2 cases, belong to families where the attitude towards shoes and this approach was instilled by the mother, who builds her wardrobe in a similar way. However, it should be noted that in half of the cases, variety and large selection are achieved through relatively inexpensive shoes (such as Le Monti). For such respondents, it is preferable to buy two pairs for $50, which will last one season, rather than buy one pair for $100.

Analyzing price orientations, we noted a general pattern that can be traced in the behavior of 80% of women. It is typical for them when winter and demi-season shoes fall into higher price ranges than summer ones. This trend is easily explained: the requirements for quality, “strength, durability” of winter and demi-season shoes are generally much higher. In search of quality assurance, they often turn to specialty stores, buying winter and demi-season shoes, while summer ones can continue to be purchased at clothing markets.

Analysis of the results shows that the main factors determining the requirements for footwear ultimately boil down to the following:

1. Representatives of the target audience have few shoes.

The vast majority (3/4 respondents) have no more than 10 pairs of shoes in their wardrobe. Even those who, by the standards of our sample, fall into the category of women with a large shoe wardrobe, as a rule, have 11-15 pairs of shoes. In this case, you need to take into account the duration of wear. It is significant that the described consumption levels are typical not only for women with an income of $200-300 (per family member), but also with more high income.

The results obtained are easily explained. The spending structure of our respondents and the real cost of living in the surveyed cities limit the level of shoe consumption. It is obvious that with the growth of real incomes, the level of consumption will increase and strategies will change. (In the context of the overall economic situation, it is difficult to expect dramatic changes).

When analyzing and forecasting the level of consumption, we must not forget about the history of the emergence of that social group, which interests us.

For us, the first factor is significant due to the fact that it largely determines what kind of shoes respondents will buy.

It is precisely because there are few shoes in the wardrobe that the criteria for choosing them are quite strict: consciously or unconsciously, respondents set a certain system of requirements that the purchased shoes must meet. It is precisely because there are few shoes in the wardrobe that the subjective significance of the purchase increases. The purchase of shoes in most cases is preceded by a targeted search; the selection criteria may not always be conscious, but often they are quite strict (the possibilities of interchangeability of certain shoe characteristics are small).

The motivations and decision-making patterns for purchasing footwear are comparable to purchasing durable goods.

Finally, due to the fact that there are few shoes, certain requirements are placed on its functionality, versatility, resistance to harmful environmental influences, etc.

2. Representatives of the target audience walk a lot and travel around the city using public transport.

Among the respondents selected according to the given criteria, the absolute majority do not use a personal car in everyday practice. This applies to both less wealthy and wealthier respondents.

Men.When analyzing the strategies of consumer behavior of men, we retained the approach on the basis of which the strategies of behavior of female shoppers were described. However, the quantitative criteria for assessing the volume of a shoe wardrobe and the frequency of purchases have changed in accordance with the specifics of “male consumption.”

1. Assessing the size of a man’s shoe wardrobe based on empirical data, we set the following intervals: small (M) 4-7 we called a set of shoes that included no more than 7 pairs for constant wear; “large” (B) - 8 pairs or more.

2. Terms of wear and frequency of renewal: shoes are rarely updated if the wearing period of winter shoes is more than 2 seasons, demi-season shoes are more than 3, shoes and open shoes are more than 2.

3. As you might expect, men's attitude towards shoes differs significantly from the “female approach”. Analyzing the motivation and main factors that stimulate purchases from men, we identified 3 leading motives: “pragmatic”, “mixed”, and “the desire to follow fashion”:

1.Pragmatic : shoes are purchased only when they are worn out, spontaneous unplanned purchases are practically excluded.

2.Mixed : shoes are purchased not only as they wear out; purchases are possible under the influence of situational factors, replacement of shoes due to their “obsolescence” or changes in fashion trends.

3.The desire to follow fashion : Shopping is stimulated by changes in fashion.

Based on empirical data, 4 basic strategies have been identified. Consumers who adhere to each of them constitute a separate segment of the shoe market.

Table 1.2 shows the quantitative distribution of consumer behavior strategies.

The largest group is the group of respondents whose behavior is determined by the following strategy.

1. Small shoe wardrobe , short wearing periods, shoes are updated frequently, the leading motive is pragmatic - shoes are bought strictly as they wear out - 40% of respondents.

Respondents in this group take a rigidly pragmatic approach. Almost all purchases are made only to replace a worn pair with a new one; spontaneous, unplanned purchases are actually excluded. The main criterion for choosing shoes is functionality, “comfort”. This group included respondents of both age categories (20 - 28 and 29 - 50), whose income level is from $200 to $1000, the majority have an income of $400 - $500 per family member.

The second largest group consisted of respondents whose strategy is described below.

2. Small shoe wardrobe , long periods of wear, shoes are rarely updated; the leading motive is pragmatic - 27% of respondents.

The carriers of this approach are characterized by the following features.

The main criteria for choosing shoes are “durability,” resistance to harmful environmental influences, and ease of care. The key requirement is versatility. Representatives of the described group in the vast majority of cases have their own preferences regarding style, which have been established over the years. This group included representatives of both age categories in equal proportions. Up to 80% are men with an income of no more than $400. However, among the carriers of the described strategy there are also wealthier ones - with an income of $600 to $800.

The next group consisted of respondents whose approach to assembling a shoe wardrobe deviates from a purely pragmatic one.

3. Large wardrobe , short wearing periods, shoes are updated frequently, the leading motive is mixed - 10% of respondents.

Table 1.2

4. Large shoe wardrobe , shoes are updated frequently; the leading motive is the desire to follow fashion - 10% of respondents.

Respondents in this group have a lot of shoes for different functional purposes in their wardrobe. The incentive for the next purchase is the desire to comply with those fashion trends that meet the style preferences of the respondents.

This group consisted of young people 20 - 25 years old with an income of $400 - $600. They are united by a commitment to “youth”, “youth avant-garde”, “foppish” styles.
^ 2.2 Attitude to fashion

Women. Summarizing a large amount of empirical material, we can draw the following conclusions:

1. The dominant attitude towards fashion is normative and pragmatic. What meaning do we put into this concept?

Firstly, the majority of respondents (approximately 2/3 in both age groups) prioritize various criteria for evaluating shoes when making purchases. “Fashionability” is in most cases secondary; acceptable gradation is closely related to the style characteristics of the shoe and individual requirements for functionality and comfort.

Secondly, for the majority of respondents (up to 70% of cases), fashion appears primarily in one of its guises - normative.

At the same time, the motives that guide them can be different: the desire not to stand out from a certain social and age group; desire to meet role and status requirements; savings - but the essence does not change.

2. Some respondents in both age groups differ from the majority in their attitudes towards fashion. Such respondents, in turn, can be divided into two groups.

The first (up to 20%) are made up of those who are least oriented towards fashion, who live as if “outside fashion”, drawing from new collections only what fully meets either their aesthetic principles or is most convenient for them. There are more representatives of this group among women over 30 years of age.

The second group (10% of cases) consists of those for whom fashion is not so much the dominant norm in a certain period of time, but an aesthetic value.

The results obtained have a very definite practical outcome.

A normative-pragmatic attitude towards fashion is most often expressed in an attitude akin to the criteria for finding a good husband, who has all the advantages with the prefix “not”: “no matter what he drinks or smokes...” Similarly, respondents often choose the degree of fashionability that does not so much imply the presence of the latest innovations as the absence of such innovations that will make it possible to unambiguously identify a certain style, time period, etc. (and not just because they plan to wear these shoes for a long time).

Women for whom following shoe fashion is not one of the priorities in personal design find it difficult to assess what they see in front of them: a new direction that will soon gain recognition or the momentary whim of designers.

Men. An analysis of consumer behavior showed that no more than 10% of men's purchases are directly stimulated by fashion changes. We have repeatedly noted that compared to “convenience,” functionality, and price preferences, fashion is secondary.

What is an acceptable degree of fashionability for men?

The vast majority (90%), as well as the majority of women, are focused on models that do not so much imply the presence of fashionable features and details, but rather the absence of features that are noticeably different from those that dominate the streets, go beyond the calm classic style, can quickly go out of fashion.

In this regard, the approaches of men and women are extremely similar. The differences lie elsewhere. Women do not have a single model of such shoes. In general, these are pumps with minimal adaptation to fashionable elements. However, depending on personal preferences, they can have a straight or tapering heel, a rounded or square toe, etc. Men have such a pattern. 70% (!) of respondents say that shoes that guarantee the degree of fashionability that allows them to feel comfortable should have a rounded toe, a low heel, and a sole that is not accentuated (massive, wide welt, etc.). This sample is a classic shoe for them.

Among women, there are 10 - 15% of those who consider only a pump with a thin stiletto heel and a tapering toe to be eternally fashionable. Likewise, among men, up to 10% of those who prefer a narrow toe and consider this style classic, expressing their readiness to always buy it.

CONCLUSION
The main goal of marketing is to satisfy the needs and demands of consumers. Thus, purchasing behavior is formed in the marketing system. Realizing his needs, the buyer begins to choose from the offered range of goods (services) the one that suits his needs and tastes.

Each consumer has certain personal characteristics. Each buyer has a different purchasing decision process.

Marketers must study consumers and understand how buyer personal characteristics influence consumer behavior when making purchasing decisions.

Having made a decision to purchase a certain product, the buyer forms a certain reaction to this purchase. Any company should regularly study the level of satisfaction of its customers. You should not count on the fact that dissatisfied consumers will come and say that they don’t like something. 96% of dissatisfied customers never contact company representatives with their problems. The company must create a system that encourages consumers to express dissatisfaction, then the company can know whether it is performing well and what can be improved.

Understanding consumer needs and the purchasing process is the foundation of successful marketing. Understanding the stages a customer goes through in the purchasing process provides marketers with the key to better satisfying customer needs. Understanding the role of various participants in the purchasing process and the factors influencing purchasing behavior allows the marketer to develop an effective program to support market demand.

Summing up the purchasing motives of footwear consumers, we note the trends that manifest themselves in consumer behavior of both women and men.

The main factor determining the selection criteria is the volume of consumption.

Why is brand a more important selection criterion for men than for women? Women's choice, as a rule, is more complex and multi-criteria. The analysis showed that men tend to simplify search algorithms. As a result, their shoe search routes are shortened. Men strive to develop 1 - 2 basic criteria, or to share responsibility for the choice with their wife. The trademark becomes the very beacon that indicates the shortest path to the goal. Men have always been more interested in cars, audio and video equipment - goods that our consumers are accustomed to distinguishing and evaluating based on brands. They transferred this kind of experience to shoes.

Textbooks and tutorials

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   Marketing: Textbook, workshop and educational and methodological complex in Marketing / R. B. Nozdreva, G. D. Krylova, M. I. Sokolova, V. I. Sokolova. V. Yu. Grechkov. – M.: Yurist, 2004.- 568 p.
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   Marketing management. 11th ed. /F. Kotler - St. Petersburg: Peter. 2005.-800 p.
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   Marketing: Textbook/A. N. Romanov. Yu. Yu. Korlyugov. S. A. Krasilnikov and others; Ed. A. N. Romanova. – M.: Banks and exchanges, UNITY, 2003.- 560 p.
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   Kotler, Philip, Armstrong, Gary, Saunders, John, Wong, Veronica. Fundamentals of Marketing: Transl. from English – 2nd European ed. – M.; St. Petersburg; TO.; Williams Publishing House, 2003. – 944 p.
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   Pankrukhin A.P. Marketing: Textbook. – M.: Omega-L, 2003. – 656 p.
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   Marketing: textbook / A. P. Mishchenko, A. I. Bannikov, M. Kh.
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   Bikhtemirova; under general ed. A. P. Mishchenko. - M.: KNORUS, 2006. - 288 p.
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   Marketing: a general course: a textbook for university students studying in the direction of “Economics” / ed. N.Ya. Kolyuzhnova. A. Ya. Yakobson. - M.: Omega-L Publishing House, 2006. - 476 p.
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    Marketing: Textbook for universities / N. D. Eriashvili, K. Howard, Yu. A. Tsypkin and others; Ed. N. D. Eriashvili-3rd ed., revised. and additional - M.: UNITY - DANA, 2003.
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    "http://5ballov.ru"
12. 
    "http://

A business cannot succeed if it ignores consumer needs.

Therefore, it is no coincidence that marketing studies are conducted on consumer behavior. In its broadest definition, consumer behavior is defined as the activities directly associated with obtaining, consuming, and disposing of goods and services, including the decision-making processes that precede and follow these activities.

There are four basic principles for developing a correct understanding of consumer behavior:

· the consumer is independent;

· consumer motivation and behavior are understood through research;

· consumer behavior can be influenced;

· consumer behavior is socially legitimate.

The independence of the consumer is manifested in the fact that his behavior is oriented towards a specific goal. Goods and services can be accepted or rejected to the extent that they meet his needs. Businesses succeed when they provide consumers with choice and real value. Understanding this and constantly adapting to consumer behavior are very important requirements for survival in a competitive environment.

Research on consumer motivation and behavior is carried out by modeling these processes. It is important to note here that the behavior of different consumers in the market differs in needs and goals, the nature of demand, purchases and actions in the market, motivations, etc., but it also has some similarities. In the market it can be expressed through a system of economic, social and psychological factors that characterize needs and ways to satisfy them.

Independence is challenging, but marketing can influence consumer motivation and behavior if the intended product or service is truly a means to satisfy their needs.

Consumer behavior is influenced by various factors, and primarily environmental factors, as well as individual differences: income, motivation, level of knowledge, passions and hobbies, lifestyle, demographic characteristics, etc. A special place in shaping consumer behavior in the market has the so-called psychological the process that characterizes their responses.

At the same time, consumer freedom is based on a number of his rights, the observance of which is the most important task not only of society as a whole, but also of individual enterprises. The social legitimacy of consumer rights serves as a guarantee of comprehensive satisfaction of their needs. Deception, poor quality of goods, lack of response to legitimate claims, insults and other actions constitute nothing more than a violation of legal rights and must be punished.

End consumers, as well as organizations (enterprises) - consumers, act as consumers in the market. The first are individuals (individual consumers), families (small communities based on marriage or consanguinity), households (one or more families united by a common household); the second - manufacturing enterprises, wholesale and retail, government and other non-profit institutions.

End consumers purchase goods and services for personal use. Industrial enterprises and various organizations purchase goods and services to produce marketable products and resell them to other consumers. As intermediaries, wholesale trade enterprises buy large quantities of industrial and consumer goods for wholesale distribution; they require premises, vehicles, insurance services etc. Retail trade enterprises purchase goods from manufacturing enterprises and wholesalers for resale to end consumers. They need retail space and equipment, means of advertising and display of goods. As for state-owned enterprises, they acquire many goods and services for the activities of public sectors of the economy (military, transport, communications, environmental, etc.), as well as for the formation of the material and technical base of ministries and departments, government and municipal institutions.

The behavior of final consumers is determined primarily by the nature and urgency of the needs themselves. There is a certain system of personal needs that can be considered at various levels

Absolute needs (first level) are abstract in relation to specific use values ​​and express the potential consumer power of society. The needs for food, housing, and spiritual development have existed throughout human history and are the stimulus for production.

Actual needs (second level) are relative in nature and reflect the needs for real objects that society has or may have in the foreseeable future. They always have material content, realized in specific products of material production, and are considered as the real consumer power of society.

Solvent needs (third level) are limited not only by the available mass of goods, but also by the level of monetary income and prices of goods. Therefore, they reflect the actually realized consumer power of society, i.e. the achieved level of satisfaction of absolute and actual needs with the benefits and opportunities that exist in at the moment as a result of social development.

The behavior of end consumers is constantly influenced by the following factors:

· economic - the amount and distribution of national income, cash incomes of the population and their distribution among consumer groups, the volume and composition of product supply, the level and ratio of retail prices, the degree of provision of the population with certain consumer products, the level of trade services;

· social - distribution policy, social structure of society, consumer culture, fashion, aesthetic tastes, etc.;

· demographic - the number and composition of the population, as well as families, the ratio between urban and rural residents, migration processes, etc.;

· natural-climatic and national-historical - geographical conditions, traditions, customs, living conditions.

The behavior of final consumers is influenced by different periods of the family life cycle, and in each period the family has specific needs. Thus, married couples with young children pay the main attention to the initial accumulation of their property; a significant share of expenses is spent on purchasing children's goods. Elderly couples pay more attention to the use of various types of consumer services (household, recreation-related).

Of particular importance for studying the consumer is a group of personal psychological factors: lifestyle, social status, beliefs and attitudes.

Lifestyle is a certain type of behavior of an individual or group of people, which captures consistently reproducible traits, manners, habits, tastes, and inclinations. This is one of the most important characteristics way of life as an established form of human existence.

Status reflects an integrated indicator of the position of a social group and its representatives in society, in the system of social connections and relationships. Social significance is assessed in terms of such concepts as, for example, prestige and authority.

Beliefs and attitudes are a conscious need of an individual that encourages her to act in accordance with her value orientations. The content of needs, appearing in the form of beliefs, reflects a certain worldview of the individual. As for the attitude, it expresses the readiness (predisposition) of the subject, which arises when he perceives a certain object or situation and ensures the sustainable nature of the activity in relation to them.

The main task of a marketing specialist is to identify the subjects who make decisions about the purchase of goods. For some products and services this is quite simple. Each member of the family or household plays a specific role:

· initiator - a person who determines the need or desire to purchase a product or service;

· influencer - a family member who consciously or subconsciously, through words or actions, influences the decision to purchase and use a product or service;

· user - a family member or members who directly use or consume the purchased product or service.

The assessment (measurement) of needs, consumption and demand is based on various theoretical premises. They can be represented by theories of motivation, economic theories, and the theory of rational consumption.

The two most famous theories of motivation are Z. Freud and A. Maslow. The first is based on the recognition of the action of certain psychological forces that shape human behavior and are not always realized by him. This can be represented as a kind of human response to the actions of various stimuli of an internal and external nature. For example, a buyer purchasing a product may say that he is simply satisfying his current need. However, this purchase may be caused by a sense of imitation, prestige, and ultimately, by the desire to look like a fashionable, modern person.

A. Maslow's theory of motivation explains why people are driven by different needs at different times. It comes from a certain hierarchy of needs. A person, as it were, one by one satisfies the most important needs for him, which become the driving motive of his behavior.

The acquisition of a new product means that a person has already satisfied the needs of lower hierarchies (physiological, self-preservation, social). He is concerned about the need to achieve a certain status, position in society, to have a certain symbol of involvement in it.

For marketing, it is important to find out how the consumer understands what products he needs and why it satisfies his needs in the best way. Only in this case can one expect that such products will become a commodity. The proposed product must first of all be useful to the consumer, and only then please the manufacturer himself.

The experience of marketing activities shows that focusing on the usefulness of products requires deep knowledge of psychological and motivational factors that become decisive when purchasing goods. The following motives can be distinguished:

· benefits - a person’s desire to get rich, increase his property, spend money effectively;

· risk reduction - the need to feel confident and reliable, to have guarantees of maintaining stability;

· recognition - search for actions related to the formation of one’s status, increasing prestige and image;

· convenience - the desire to facilitate, simplify your actions, relationships with other people;

· freedom - the need for independence, independence in all areas of activity;

· knowledge - constant focus on new discoveries and knowledge;

· assistance, complicity - the desire to do something for one’s environment, loved ones, work partners;

· self-realization - the need to achieve one’s own life goals and attitudes.

Marketing activity deals with a holistic system of personal needs, the content and forms of manifestation of which are very multifaceted, since they are influenced by various factors and processes of an objective and subjective nature. The task is to clearly identify, study and evaluate the specific need to satisfy which the company's activities are aimed.

In the past, market makers learned to understand their customers through day-to-day trading interactions with them. However, the growth of the firm and the market has deprived many marketing executives of direct contact with customers. Managers are increasingly having to resort to consumer research. They are spending more than ever before on consumer research, trying to figure out who is buying, when they are buying, where they are buying and why they are buying.

Consumer behavior is influenced by a number of factors. These factors can be divided into external and internal. In turn, external factors are usually divided into environmental and marketing factors, and internal factors into psychological and personal. Let us dwell in more detail on the selected groups of factors.

External factors

External factors have a significant impact on the behavior of buyers and consumers. These factors include:

• - culture;
• - subculture;
• - social class;
• - reference groups;
• - family;
• - roles and statuses.

The degree of influence of each of these factors on consumers is not the same. The broadest influence is exerted by culture, and the strongest by family, roles and statuses. Schematically, this can be represented as an inverted pyramid, at the top of which is the culture that most widely influences consumers, and at the bottom are the family, roles and statuses that have the strongest influence on consumer behavior.

Culture- widely recognized views, norms and values ​​that determine the behavior of members of a given society. Such views, norms and values ​​are brought up in the family, school, religion, and other social institutions. An important influence on the level of culture of each person is exerted by his life experience.

The level of culture in society has a direct impact on people's lives. From a marketing perspective, this impact is reflected in what products are purchased and what importance is attached to them in the consumption process. In other words, the level of cultural development is directly related to consumer behavior.

It should be borne in mind that culture is characterized by certain shifts in its development. These shifts must be continually analyzed by marketers to better address the changing needs and demands of individual consumers.

Subculture or, as it is sometimes called, microculture is an integral part of the culture of a given society. It is determined by a set of views, values ​​and norms of behavior, transformed to a certain group of people, united on a national, religious, racial, regional or some other basis.

Such groups of people can be considered as separate market segments, which are characterized by purchasing behavior that has its own specifics.

Under social class usually refers to a collection of individuals or families who are characterized by similar beliefs, lifestyles, interests and behavior.

Typically, when identifying social classes, characteristics such as profession, income, value orientation, class consciousness, and wealth are taken into account.

As for the former socialist countries, they are characterized by the process of formation of social classes. In many other countries such classes have been formed. For example, in the USA there are seven social classes:

• - upper upper class (1% of the population);
• - low upper class (2%);
• - middle upper class (12%);
• - middle class (32%);
• - working class (38%);
• - upper lower class (9%);
• - low lower class (7%).

The identified social classes are characterized by their own preferences in clothing, cars, leisure activities, etc. Thus, each of the social classes represents a certain group of consumers with approximately the same behavior, determined by their economic position in the market. This behavior should be studied by marketers and used in the activities of relevant business structures.

The so-called reference groups. A reference group is usually understood as a certain set of people who can influence a person’s attitudes and behavior.

The degree of influence in the reference group depends on its form. Taking into account the degree of such influence, the following types of reference groups are most often considered: primary and secondary; attracting and repulsive; formal and informal.

Most high level influence on human behavior is typical for primary groups. Such groups are formed by the people immediately surrounding a given person and, above all, family members, neighbors, friends, and work colleagues.

In secondary reference groups, the influence on a person’s thoughts and behavior is not so significant and is mainly episodic in nature. These groups include various public organizations, trade unions, and professional associations.

Attractive reference groups are characterized by the presence of such values ​​and behavior of their members that are desirable for a given person. The latter is ready to perceive the established norms, values ​​and behavior of the corresponding group of people and seeks to associate himself with such a group.

In real life, there may also be groups of people with whom a given person seeks to avoid associations. In this case, we talk about repulsive reference groups.

Finally, formal reference groups are characterized by the fact that their qualitative composition is clearly defined, and norms and rules of behavior are specified. Unlike formal ones, informal reference groups do not have a clear organizational structure; they are formed due to the presence of common interests for a given set of people.

Each of the reference groups has a certain influence on a person. This influence is reflected in the following: a person’s lifestyle and behavior change; a person’s ideas about himself and his attitude towards life change; the individual has a definite opinion about specific product and its brand.

The most powerful influence on purchasing behavior is family and household. This is due to the following reasons. Families and households buy and consume large number various goods. Family has the strongest influence on people's relationships and behavior. It is the family that shapes us as consumers.

In a family, family members play different roles in the process of purchasing and consuming goods and services. In light of the above, they usually consider:

• - initiators - family members from whom the initiative in purchasing this product comes;
• - influencing persons - family members, consciously or subconsciously, through words and actions, influencing the decision to purchase a product or service and their consumption;
• - persons making purchasing decisions;
• - buyers - family members making purchases;
• - consumers - family members making purchases;
• - consumers - family members who directly use goods or services.

The indicated roles of individual family members in the process of making decisions about the purchase and consumption of goods and services have significant differences for social classes and countries. They also significantly depend on the stage of the family life cycle, and in marketing theory the following stages of the family life cycle are usually considered:

• - bachelors
• - young family without children;
• - a young married couple with children under 6 years old;
• - married couples with children ( youngest child 6 or more years);
• - a mature married couple with adult children;
• - elderly couples living without children;
• - elderly singles.

At each stage of the life cycle, a family has its own specific needs. While young married couples with children spend significant amounts of money on purchasing children's products, older married couples attach paramount importance to their health, paying special attention to leisure and recreation.

Differences in consumer behavior depending on the family life cycle are taken into account in their activities by various business structures, primarily financial and banking organizations. The latest structures, taking into account possible changes in the availability of funds and the main directions of their intended use, introduce various services and position them in the corresponding target segments of the selected market.

When considering reference groups, it has already been emphasized that each of us belongs to several of them. In these groups we perform a certain role and we have the corresponding status. For example, we can act as children in relation to our parents and at the same time be parents in relation to our children. In addition, we play a certain role in our work by occupying a corresponding position. In all these cases, our role is a set of actions that we perform in relation to the people around us. Such actions are expected and quite predictable. Moreover, depending on what role we perform, our purchasing behavior is determined.

Each role corresponds to a certain status, which expresses the overall assessment given to a person by society. In other words, status is a person’s position in society.

Having the appropriate status, a person acquires and consumes those goods and services by which his position in society can be judged.

Personal factors

The next group of factors influencing buyer behavior are the so-called personal factors. Personal factors include factors that characterize permanent and stable forms of behavior. Usually among them are:

• - age;
• - lifestyle;
• - lifestyle;
• - work;
• - economic conditions.

Every person's needs and requirements change throughout their lives. In accordance with this, changes occur in the range and range of goods and services consumed. Thus, at school age, more sportswear, audio and video cassettes, and school supplies are consumed. Young people aged 20 to 34 pay more attention to cars, housing, clothing, furniture, and recreational equipment. Changes in the assortment and range of purchased goods and services occur in subsequent years, and the stage of the family life cycle has the most direct impact on this.

Age and life cycle stage are the initial parameters when segmenting the market for consumer goods and services. This was discussed in detail in the previous chapter.

Under way of life Usually we understand the established forms of human existence in the world around us, which find their expression in his activities, interests and beliefs. In this case, human activity can be related to work, social events, recreation, entertainment, focused on family, home, media, fashion, nutrition. Opinions can be determined by social events, politics, business, economics, culture, education, and also affect personal achievements.

Listed above are the main parameters characterizing the lifestyle. Psychographics deals with the description of these parameters and their measurement. It allows you to measure lifestyle characteristics and classify them.

Thus, using psychographics, a marketer can determine what influence lifestyle has on the consumption of individual goods and services, and therefore properly model the behavior of relevant buyers and consumers.

One of the main characteristics of the lifestyle is lifestyle. Lifestyle refers to a certain type of behavior of an individual or group of people, mostly reproducing the same traits, manners, habits, tastes and inclinations. Like lifestyle, lifestyle can be described by psychographics and used by marketers in their practice.

The choice of goods and services is significantly influenced by occupation person. For example, a farmer consumes more work clothes, an employee pays more attention to fashionable clothes, a manager strives to have a prestigious car. In all such cases, it is advisable to take into account the professional needs of buyers and consumers and, if possible, specialize this enterprise for the specific needs and requirements of the corresponding group.

The most direct influence on buyer behavior is economic conditions.

As you know, under favorable economic conditions, real current incomes increase, household savings increase, and there is also the opportunity to obtain preferential loans. In case of deterioration economic situation these factors tend to change for the worse, i.e. the income and savings of the population decrease, and problems arise with obtaining a loan on acceptable terms. All this negatively affects the purchasing power of the population. Therefore, marketers must take into account possible changes economic conditions and promptly offer goods and services that best suit the emerging purchasing power of the population.

Psychological factors

Psychological factors have a major influence on the decision to purchase goods and services. These factors include:

• - needs;
• - motives;
• - perception;
• - attitude.

Need defined as a need that has taken its specific form depending on the level of culture and the characteristics of a person’s personality. In turn, need is characterized as a person’s feeling of lack of something.

At any moment, every person experiences a wide variety of needs. Some of them are so significant that they motivate a person to look for ways and means to satisfy them. In other words, a need that has reached its maximum level of intensity becomes a motive. Motive encourages a person to perform certain actions designed to satisfy the needs that arise.

By purchasing and consuming individual goods, people satisfy their specific desires, which were motivated by the presence of certain needs. For example, when buying a women's dress, every woman wants, first of all, to be attractive in it. Attractiveness is one of the motives for purchasing a dress. There are others motives. The job of marketers is to:

• - identify all the motives that have a direct impact on the purchase and consumption of this product;
• - develop and implement marketing strategies that take into account the entire range of behavioral motives of consumers in the target market;
• - achieve harmonization of the inclusion of individual motives and eliminate possible conflicts between them.

I would like to add to what was discussed earlier that human needs according to A. Maslow give the desired result thanks to the person’s appropriate perception of the actual situation.

So, perception can be defined as the process of selecting, organizing and interpreting available information to create an objective picture of a given situation or object, such as a product or service.

From a marketing point of view, consumers and buyers of goods and services are characterized by selective perception. This means that different consumers perceive the same information about a product differently. In this case, in the process of selective perception, the following are usually distinguished:

• a) selective influence - a person does not perceive all the information, but only that part of it that most fully coincides with his views, existing judgments and ideas. For example, a buyer of a new TV will more quickly perceive positive information about the brand of TV he has chosen and may ignore everything negative related to his choice;
• b) selective understanding - a person is not always inclined to interpret information in a way that corresponds to reality. People tend to interpret information in such a way that it correlates with their psychological state and coincides with their existing opinions and beliefs. For example, smokers often ignore or reduce the importance of various warnings about the dangers of smoking. This ignorance prevents them from believing that the information they have about smoking is reliable;
• c) selective memorization - each person tends to remember not all information, but only part of it, which confirms his attitudes and beliefs. Thus, a heavy smoker is capable of not paying due attention to the harm of smoking, but at the same time he will perceive and remember advertising that personifies complete human freedom, including regarding smoking.

Given the selectivity of exposure, understanding and memorization, it is necessary to constantly and a lot of effort be devoted to ensuring that the appropriate message about goods and services reaches buyers and consumers and has the required impact on them. Such influence should create a high image of goods, their manufacturers and sellers.

Each of us creates our own attitude to clothing, food, politics, music, theater, religion and much more. These relationships are characterized by the established stable favorable or unfavorable opinion about existing goods, services or ideas. Two components attitudes are beliefs about a product and its evaluation. Beliefs about a product are characteristics attributed to a product by a given person.

The evaluation characterizes the positive or negative opinion of a given individual about a relevant product, service or idea.

Needs, perceptions, attitudes and their constituent beliefs and evaluations closely interact to influence the behavior of buyers and consumers. This influence must be constantly taken into account when formulating marketing strategies.

Why do we need motivational analysis? Nowadays there are many large enterprises that provide similar services and similar products. Forecasts of consumer demand are also necessary for developing strategies for the development of manufacturing and trading enterprises to develop rational policies government regulation commodity circulation. This enterprise was chosen as an object for research because the activities of BK-Market LLP are unprofitable and there is an opportunity to improve its activities for the better due to the proposed...

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