Marketplace Strategies in the Context of Consumer Behavior
https://doi.org/10.37791/2687-0657-2024-18-5-124-139
Abstract
The article is devoted to the consideration of strategic methods for the development of marketplaces in connection with changes in consumer behavior. The author draws attention to the fact that such a factor as consumer behavior should be considered the main one when forming a strategy. To solve this problem, methods of system analysis and synthesis, the method of induction, content analysis of scientific literature and statistical reviews on the subject under study, materials of periodicals by Russian and foreign authors were used. The author substantiates the importance of taking into account consumer behavior when forming strategies for the development of marketplaces. The conclusions and solutions presented in the study are supported by statistical data on changing consumer behavior – the use of devices and the increasing role of social networks when shopping for goods in an online environment, attention is paid to consumer psychology on marketplaces. The influence of digitalization and the formation of IT solutions by marketplaces in order to meet the most complex consumer needs from an economic point of view is shown. Practical cases of changes in consumer behavior have been analyzed and ways of adapting marketplaces have been studied. Three directions for the development of marketplaces are proposed and each of them is considered in detail, taking into account changes in consumer behavior. Based on the analysis of changes in consumer behavior on marketplaces, recommendations on the application of the "Mobile First" approach were formed and directions for the development of marketplaces for the development of personalized unique offers, the use of new technologies and tools to improve the user experience on marketplaces were determined. The article makes a definite contribution to the scientific and applied understanding of the transformation of consumer behavior and the directions of marketplaces development in conditions of uncertainty.
About the Author
T. P. Gorelova
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Tamara P. Gorelova, Cand. Sci. (Econ.), Associate Professor, Operational and Industry Management Department
Moscow
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Review
For citations:
Gorelova T.P. Marketplace Strategies in the Context of Consumer Behavior. Journal of Modern Competition. 2024;18(5):124-139. (In Russ.) https://doi.org/10.37791/2687-0657-2024-18-5-124-139
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