THEORETICAL AND METHODOLOGICAL BASIS OF CONSUMER BEHAVIOR UNDER MODERN CONDITIONS

Modern consumers are faced with rapid changes in the socio-economic environment, which affects their behavior. That is why there is a need to study the theoretical foundations of consumer behavior in modern conditions. The article analyzes various approaches to the interpretation of the concept of “consumer behavior” and offers its own vision of this concept. In addition, summarizing different approaches to determining the types of consumer behavior, the article proposes the types of consumer behavior that most correspond to consumer trends and the use of which will be appropriate in determining target consumer segments under modern conditions. The following methods were used during the research: method of generalization, method of systematization, method of analysis and synthesis. Summarizing scientific approaches, the article develops the following types of consumer behavior, which today most correspond to consumer trends and are widely used by marketers to determine target consumer segments: consumer who chooses, consumer-communicator, consumer-researcher, consumer who is a consumer. in search of himself, hedonistic consumer, victim consumer, rebel consumer, activist consumer, citizen consumer. Understanding and defining target consumer segments is an important component of successful marketing strategy and product development, as it allows companies to tailor their offerings to be as attractive as possible to their target audience. Defining target consumer segments is a key component of successful marketing strategy and product development, as it allows companies to tailor their offerings to be as attractive as possible to their target audience. The study of the scientific approaches of foreign scientists to the study of consumer behavior made it possible to develop models of consumer behavior that most accurately predict consumer behavior in modern conditions, since today the purchasing power of the population has significantly decreased. These are such models as: a need-motivation model, a decision-making model, a model of the influence of the social environment, a model of the structure of consumer relations, a model of the distribution of responsibility for decision-making. Thus, the models described in the table allow a better understanding of consumer behavior and can be used by companies to develop marketing strategies, market analysis and predict trends in the consumer market. They will also help researchers develop new theories and approaches to the study of consumer behavior.