Issue: №12, 2019
Doi: https://doi.org/10.37634/efp.2019.12.4
Тhe article deals with the types of consumer behavior on the market depending on the circumstances and life stage. It is emphasized that consumer behavior depends not only on external factors, but also on their outlook, education, innate characteristics. Approaches to the study of the essence of the Situational factors are determined and their possible influence on the consumer's choice is evaluated. The needs of individual clients are shaped both by the influence of their own characteristics and as appropriate. The classification of situational factors is given and determined that they can facilitate the purchase, interfere with or be neutral in the product of the consumer of a potential product. The analysis of individual situations that may influence consumer behavior is carried out. The influence of situations related to the presence of children in the purchasers, which may be present during the purchase and affect its process, has been investigated separately. The situation where different factors can intersect and affect consumers simultaneously is investigated. It is emphasized that some situations are deliberately created and some occur accidentally, under the influence of completely unforeseen situations. Thus, as a special place in the purchase process is the consumer communication with the seller, the importance of marketing service in the study of situational factors. It is stated that the task of the marketer is to see which situation is most typical in this particular case (place, time, characters). Summarizing the research, it is determined that many factors influence the behavior of the consumer, including external and internal factors (education, outlook, character, consumer perception also play a significant role in the consumption process).
Keywords : situations, situational factors, consumer behavior, marketing
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