INTERNATIONAL MARKETING: ASSESSMENT OF GLOBAL CONSUMER TRENDS

Bobkova Elena Yuryevna, Dmitrov Igor Vladimirovich, Cherkasova Yelena

The assessment of consumer behavior in international marketing is a complex and multifaceted process that includes the analysis of various factors that can vary significantly depending on the region, culture and economic conditions. The article examines the role of consumer behavior assessment for the marketing service of companies at the international level, and also examines the main consumer trends that have developed in the world in modern conditions. The conducted research revealed the following global consumer trends in the context of international marketing: the development of e-commerce as a result of active digitalization; the requirement for an individual approach and personalization of offers; the connection between consumers and companies, a new perception of brands; consumer orientation towards a healthy lifestyle, sustainable development and social responsibility of companies; the growth of consumer price sensitivity in conditions of economic instability striving for better deals; the impact of social media and reviews on products and services. All this should be taken into account by the marketing service when developing programs for the promotion of goods and services in order to increase the level of competitiveness and efficiency of the company's activities in modern unstable conditions.

Keywords:marketing, international marketing, consumer behavior, consumer trends.