FORMATION OF CONSUMER BEHAVIOR USING MODERN MARKETING TOOLS
Authors:   Department of Management, South Russian Institute of Management, Branch of the Russian Presidential Academy of National Economy and Public Administration of the All-Russian Professional Union of Employees of State Institutions and Public Services of the Russian Federation, Chumakov A.A. , Tuguz Y.R. ,   Rostov State Economic University RSEU (RINH), Mikhnenko T.N. ,   Rostov State Economic University RSEU (RINH)
Published: January 2022

Over the past decades, marketers have been significantly limited in their exposure to traditional methods (tools) to influence consumer behavior. In today's rapidly changing world, in the context of the coronavirus economy, the relationship between the seller and the buyer is significantly modified and complicated. In this regard, the interest in the motivational analysis of consumer behavior in the domestic market is significantly increasing, with a clear lack of its development. At the same time, a well-formed marketing tool allows any company to increase the promotion of products, have a more stable position in the market and confidently make decisions in various situations. The purpose of the article is to determine changes in this area at the present stage based on the motivational analysis of consumer behavior, which can be used in the activities of organizations and enterprises. The research methodology is based on the approaches of the classical theory of marketing and marketing research, using the author's approach. Special attention is focused on the development and implementation of a new algorithm and tools for influencing the motivational mechanism of consumer behavior in recent years. The tools are: loyalty programs that allow customers to get financial benefits; discount cards, a system of discounts based on cashback, differentiated marketing, specific marketing communications activities for target audiences, etc. It can be determined that customer loyalty to retail store chains is evaluated by respondents in favor of the most developed services of the retailer. The role of speed and reliability of deliveries as the most demanded service in the conditions of the coronavirus labor market is noted, taking into account new, innovative delivery methods. This marketing service is not without contradictions in this area, in connection with which proposals for their resolution are considered. The client's motivation is stimulated by messages about bonuses and promotions. The more the benefit from the purchase coincides with the urgent need, the more desire and motivation the client will have to get it, the more actively he will act. These and other tools are used to analyze and understand the consumer reaction of people to promotions, allowing them to influence the motivations of customers, forming their needs that can be met with an auction product. In conclusion, the role of the buyer in the consumer market is emphasized: despite the significant modifications of the latter, nevertheless, the consumer has been and remains one of its main players, through his actions it is he who determines and forms the demand for products, purchasing goods from the manufacturer. To evaluate the use of modern marketing tools, using the example of McDonald's, we used the methods of survey analysis, which allows us to identify the decisive factor that affects the decision to purchase a product. In the course of the research, modern general scientific and special methods were used: methods of retrospective analysis, comparison, generalization, analysis and synthesis. The theoretical and practical significance of the research is that the presented developments on the use of modern marketing tools for the purpose of forming consumer behavior can be used in the activities of organizations and enterprises.