BUILDING CONSUMER LOYALTY IN BEHAVIORAL MARKETING

Abstract

In modern conditions of high competition and oversaturation of the market, the consumer has a wide selection of goods and brands, which significantly complicates the tasks of enterprises to retain customers. Traditional methods of marketing influence are gradually losing their effectiveness, as consumers increasingly make decisions based on individual behavioral patterns, emotions, previous experiences, and digital interactions with the brand. In these conditions, the formation of consumer loyalty becomes a key factor in the long-term development of companies.

Despite the fact that most companies are actively implementing loyalty programs and using a variety of marketing tools, the level of consumer retention remains unstable. A significant part of customers quickly switches to competitors, which indicates the insufficient effectiveness of traditional approaches to building loyalty. The modern consumer demonstrates complex behaviors that are formed under the influence of psychological, social, digital and emotional factors. As a result, it is difficult for businesses to predict customer reactions and adapt marketing strategies to their real needs.

The main purpose of the study is to determine the features of the formation of consumer loyalty in the context of behavioral marketing and to substantiate effective approaches to its strengthening. To achieve this goal, it is necessary to analyze the theoretical foundations of behavioral marketing, to investigate the essence and structure of consumer loyalty, to identify the key behavioral motives and factors influencing the sustainability of brand choice, as well as to evaluate modern tools with the help of which marketing research allows you to identify these motives. As part of the study, it is important to identify the problematic aspects of existing loyalty programs and develop proposals for their improvement, taking into account the behavioral patterns of consumers.

The rapid development of digital technologies, increased consumer mobility and increased competition are creating new requirements for the marketing activities of enterprises. In these conditions, customer retention becomes a priority, since attracting a new buyer requires much more costs than retaining an existing one. That is why the formation of consumer loyalty is considered as one of the main strategic resources of the company. The modern consumer often demonstrates instability in behavior: his choice is shaped not only by rational considerations, but also by emotions, previous experience, social influence, and recommendations from digital platforms. Behavioral marketing allows you to gain a deeper understanding of these factors and transform knowledge about buyer behavior into real competitive advantages.

Building consumer loyalty in behavioral marketing is especially important in the context of digital transformation, when competition between brands is growing, and customer expectations are becoming more demanding. Loyalty is no longer just the result of a quality product — it is formed on the basis of complex interaction, including emotional, psychological, social and behavioral aspects. Behavioral marketing allows brands to gain a deeper understanding of their consumers by using data about their actions, preferences, reactions, and experiences. Based on these insights, personalized offers, relevant communications, and individual interaction scenarios are created that enhance the sense of value and attention to the customer.