Strategic approach to the study of consumer behavior and the possibility of its use for long-term sales growth in commercial enterprise
Uryaseva T.I.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 11 (November 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The concept of modern business involves the development of consumer value proposition based on the study of consumer behavior as a necessary condition for maintaining and strengthening the strategic position of the trade organization in the market, and hence the potential sales growth opportunities. The study of literature, practice of trade enterprises on the study of consumer behavior leads to the conclusion about the limited use of a strategic approach to its study. Accordingly, the purpose of the study is to determine the priorities of the study of the consumer, to obtain information used to justify the business strategy in the process of its development, selection, control of strategic indicators, which is aimed at long-term sales growth by retaining existing and expanding the attraction of potential buyers. The priority directions of studying the consumer are revealed and grouped depending on the decision of strategic tasks; the developed model of the analysis of motivation of the consumer is developed; the approach to the study of customer satisfaction based on the evaluation of strategic determinants that determine the quality of trade services is proposed; the directions of the study of the consumer to collect information necessary to assess and track changes in the market position of the trading enterprise are determined.
Keywords: consumer behavior, business strategy, customer satisfaction, consumer value, consumer motivation model, long-term sales growth
JEL-classification: L81, M21, D11
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