THE STUDY OF MODEL BEHAVIOR OMNICHANNEL CONSUMERS

The article raises the question of the importance of studying the consumer behavior model, taking into account the development of digital and information technologies that have a direct impact on the purchase process. Today, the consumer has constant access to the Internet, is always in touch, which allows us to state the emergence of a new segment of consumers, which are usually called digital or Omni-channel. Omni-channel consumers use multiple marketing channels when planning product purchases, as well as multiple devices, so understanding their actions will allow the company to further provide such customers with a unified customer experience. In order to study the behavior model of omnichannel consumers in the process of purchasing various categories of goods, the author suggests using the method of forming a consumer gate map, which consists of the main elements of the purchase decision-making process: find, buy, get, share. A consumer survey is used as the main method for creating a gate map. For this purpose, the author has developed a block diagram of the questionnaire, which can be adapted for organizations of various industry areas in the study of consumer behavior models. Based on the above, the article presents the results of forming a map of the gates of Shoe consumers. The results of the study indicate a high degree of use by consumers of various marketing channels, a combination of offline and online space when making a purchase of the product category in question. The main marketing channels that consumers use are offline stores, online stores, mobile apps, and Instagram. The results obtained allow us to conclude that it is necessary to abandon the isolation of marketing channels in favor of a comprehensive, integrated approach: the same potential buyer uses several offline and online channels at the same time, which are complementary and interchangeable, and can lead to a purchase.

consumer, omnichannel consumer, consumer behavior model, marketing communications, omnichannel marketing, retail

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