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Factors of consumer behavior in the retail trade on the example of the brand of chocolate kinder

Kel'bakh Ekterina Iosifovna  (Perm State National Research University)

Rudnickaja Polina Sergeevna  (Perm State National Research University)

Urakova Jana Evgenievna  (Perm State National Research University)

The article deals with the studying the behavior of consumers in the market. Different groups of factors influencing consumer behavior in retail trade were considered, taking into account the analysis of interconnections between them. Also interconnections between consumer’s motives and goods characteristics were considered. The research was made by the example of chocolate brand Kinder. Three levels of factors which affect consumer’s behavior were revealed: commodity, psychological and personal ones. The connection between them is shown. On the basis of revealed patterns recommendations for the segmentation of consumers and perfection of the marketing complex were made.

Keywords:retail, consumer behavior, factors of consumer behavior, consumer needs.
 

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Citation link:
Kel'bakh E. I., Rudnickaja P. S., Urakova J. E. Factors of consumer behavior in the retail trade on the example of the brand of chocolate kinder // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2013. -№07-08. -С. 19-22
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