INTEGRATED APPROACH TO THE FORMATION OF CONSUMER BEHAVIOR AND MARKETING STRATEGIES

Abstract

The article examines the theoretical, methodological, and applied principles for developing an integrated approach to managing consumer behavior and developing marketing strategies in a dynamic and unstable market environment. The evolution of scientific views on the nature of consumer choice is analyzed - from sociocultural and hedonistic concepts to modern provisions of behavioral economics, psychoanalysis, and neuromarketing.

The complex of internal (motivational, psychological, cognitive, personal, demographic) and external (social, cultural, economic, marketing, situational factors, and information environment) factors that determine buyers' decision-making is systematized. Particular attention is paid to the concept of two-system thinking by D. Kahneman, which distinguishes decision-making processes into fast, subconscious/intuitive (System 1) and slow, rational-analytical (System 2). It has been shown that under conditions of information overload, time pressure, and crisis phenomena, consumer choice shifts towards heuristic and emotionally conditioned responses.

The scientific novelty of the study lies in substantiating a multi-level mechanism for the formation of consumer decisions that integrates the unstable external context, cognitive features of information processing, a 12-step purchase-making algorithm, and the effect of cyclical feedback through post-purchase experience.

A comprehensive system for aligning consumer behavior models with differentiated marketing strategies has been developed for four key segments: “digital adaptants” (digital engagement strategy), “rational optimizers” (information and analytical strategy), “cautious pragmatists” (trust strategy), and “vulnerable conservatives” (security strategy). Recommendations are offered for adapting the promotion toolkit and the specifics of creative elements for each behavioral type.