CONSUMER BEHAVIOUR MODEL IN THE CONTEXT OF INTERNATIONAL TRADE ACTIVITY
Abstract
Dziubanovska N.V. CONSUMER BEHAVIOUR MODEL IN THE CONTEXT OF INTERNATIONAL TRADE ACTIVITY
Purpose. The aim of the article is to identify and analyse the key theoretical aspects of the consumer behaviour model in the context of international trade activity, as well as methodological approaches that allow predicting consumer preferences and adapting companies' strategies to the requirements of global markets.
Methodology of research. The theoretical and methodological basis of the research consists of scientific works dedicated to consumer behaviour models, as well as the analysis of the application of economic theories, particularly the theory of utility, preferences, and choice, for assessing demand in international markets. The research employed general scientific and specialized methods, such as literature analysis, statistical models, and empirical data, which allowed for the evaluation of factors influencing consumer preferences and customer satisfaction. Special attention was given to the use of machine learning methods and big data for forecasting demand and adapting offerings to the needs of different market segments.
Findings. The key aspects influencing consumer behaviour in international markets have been identified: economic, social, cultural, and psychological factors. Modern approaches to modelling consumer behaviour have been considered, including the use of machine learning methods for demand forecasting and offer personalization. The main factors contributing to the successful adaptation of companies to changes in consumer preferences have been identified, particularly the importance of using big data and artificial intelligence technologies to detect and meet the needs of different consumer groups. The effectiveness of approaches such as market segmentation, adaptation of marketing strategies, and offer personalization has been evaluated to ensure competitiveness in the global market.
Originality. Further expansion of the concept of consumer behaviour modelling based on innovative methods such as machine learning and big data analysis has allowed for the proposal of an integrative approach to forecasting and adapting offers in international markets. The significance of cultural, social, and economic characteristics for effective demand management and the formation of marketing strategies have been substantiated, which is crucial for ensuring sustainable business development in the context of globalization.
Practical value. The results of the study can be used to develop new strategies for companies operating in international markets and help them effectively adapt their offerings to changes in consumer preferences. The use of innovative methods for analysing consumer behaviour will significantly enhance the competitiveness of companies and ensure sustainable economic development in the context of globalization and rapid changes in international markets.
Key words: globalization, competitiveness, international trade, consumer behaviour models, demand, market segmentation, utility theory.
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