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BUSINESS INFORM №3-2014

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32

Section: Economics of Trade and Services
UDC 658.89:658.8.013
Budnik M. M., Dvalishvili L. V.
Managing Behaviour of Retail Trade Consumers (p. 202 - 207)
The article is devoted to the problem of management of behaviour of retail trade consumers. It shows importance of this topic at the stage of market changes in economic and social spheres. Generalising theoretical provisions about models of consumer behaviour, the article marks out three main groups of factors that influence them: external, internal and situational. The authors offer to allocate sensor forms of communications into a separate group of factors due to a distinctive property of their impact – orientation at subconsciousness of consumers. The article analyses a psychological process of making a decision on purchase of a commodity and draws a conclusion about necessity of exerting subconsciousness influence upon consumer behaviour using the modern marketing instruments. It develops an improved model of consumer behaviour, which takes into account innovation means of impact on the buyer. The prospect of further development of this direction in science is creation of theoretical methods of managing consumer behaviour on the basis of co-operation of specialists in the field of economy, management, marketing, sociology and psychology, which would be applied in practice of management of trade enterprises.
Keywords: consumer behaviour, innovation means of influence, model, subconsciousness
Fig.: 3. Bibl.: 8.

Budnik Maryna M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing and Trade Entrepreneurship, Ukrainian Engineering and Pedagogical Academy (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Dvalishvili Lada V. – Masters Student, Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics (8 Otakara Yarosha Lane, Kharkіv, 61045, Ukraine)
Email: [email protected]

Reference to this article:
Budnik, Maryna M., and Dvalishvili, Lada V. (2014) “Managing Behaviour of Retail Trade Consumers.” Business Inform 3:202–207.

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