文章基本信息

标题：Модель купівельної поведінки покупця як передумова маркетингової стратегії формування споживчої лояльності
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作者：Alla Lialiuk
期刊名称：Економічний часопис Східноєвропейського національного університету імені Лесі Українки
印刷版ISSN：2411-4014
电子版ISSN：2524-2717
出版年度：2017
卷号：4
期号：12
页码：67-72
DOI：10.29038/2411-4014-2017-04-67-72
出版社：Lesya Ukrainka Eastern European National University
摘要：The purpose of the article is to investigate the most widespread patterns of buying behavior that are found in scientific literature, and to offer their vision of a buyer behavior model as a prerequisite for a marketing strategy for the formation of consumer loyalty.Theoretical and methodological analysis were based on the scientific works of domestic and foreign scholars on the theory of marking, behavioral theory, neurobiology. The prospect of future research should be the development of an algorithm for adaptation of the model of consumer behavior proposed in the work to develop and implement a marketing strategy for the formation of consumer loyalty.The approaches proposed in the work can be taken into account by the marketing services of domestic enterprises in studying and developing measures to meet the needs of existing and existing consumers and customers. Generalized scientific approaches to the model of purchasing behavior of the buyer as a prerequisite for the marketing strategy of forming consumer loyalty; described the most common models of purchasing behavior; analyzed and implemented a comparative description of the most common models of buying behavior, in particular classical behavior, which is based on the process of externalization of entropy (external uncertainty), the theory of meaningful behavior, «heuristics of conformity with individual characteristics» and others; it is noted that none of the existing models of buying behavior in the scientific literature is ideal, and therefore there is a risk and uncertainty; therefore, in order to take into account the limited risk, it is necessary to introduce a nonlinear function into the system of constraints; minimizing the risk of a certain process is achieved by studying a mathematical model with a nonlinear target function; on the basis of previous analysis a new vision of a model of buying behavior has been formed; by exploring and shaping the benefits of a purchasing behavior model, you can provide goods and services that meet their inquiries, thus, loyalty of consumers will be formed; stressed the necessity of applying the situational approach in substantiating the choice of the model of purchasing behavior. It is concluded that in the future, those companies will be competitive which constantly and consistently pay attention to the relationship between loyalty and level of customer satisfaction; on the basis of the previous analysis; the key factor of long-term success of the enterprise will be loyalty.
关键词：модель; купівельна поведінки покупця; споживча лояльність; маркетингової стратегії.