A REVIEW OF TWENTY YEARS (1998-2018) RESEARCH OF THE CONSUMER BEHAVIOUR STUDY IN DIFFERENT MARKETS OF GOODS AND SERVICES, BASED ON THE AUTHOR'S INTERPRETATION OF THE SYSTEM OF VALUES THAT INFLUENCE MARKET BEHAVIOUR OF THE CONSUMER
ABSTRACT - The purpose of this study was to review the results of a 20-year study in the author's interpretation of the system of values (SV), which determines the market behavior of consumers in different markets of consumer goods and services.
The scientific novelty of the research is the following results:
1) Interdisciplinary approach to the study of consumer behavior that led to the author's interpretation of the SV of the research methods outlined in the works of Sheth-Newman-Gross (1991), extended and supplemented in the study of Astratova Galina V. (1998). In the future, this working tool has been called "the method of Shet-Newman-Gross-Astratova" and has been successfully tested in various markets of consumer goods and services in Russia over the past 20 years;
2) Development of the Author's Working Tools concerning the method of questionnaire development, analysis and interpretation of the questionnaire results to determine the components of the SV that determine the consumer choice, which allows to establish a correspondence between the answers to the questionnaire questions and a specific component of the marketing mix (“4P”), or – correspondence between the answers to the questionnaire and the" portrait " of the consumer;
3) Identification of the fact that the importance of components in the SV, according to the results of research, is different for different goods and services. This makes it possible to more clearly simulate consumer behavior in the development of a marketing-mix (“4P”) in various markets of goods and services.
The work is not only of theoretical and methodological importance, but also of practical value, as it allows economic entities to competently manage the complex of marketing communications and, ultimately, receive the planned volume of sales of goods and services in specific target audiences.
Keywords: consumer, consumer behavior, values, system of values, marketing, marketing research, marketing research tools, marketing-mix, consumer markets, consumer goods, consumer portraits