Критерії та оцінка зміни споживчої поведінки в умовах стратегічного розвитку підприємства та ризику

Abstract

У статті розглянуто роль споживчої поведінки та її місце в системі управління підприємством, проаналізовано складові системи споживчої поведінки в умовах стратегічного розвитку підприємства та ризику. Висвітлено проблеми та критерії, дана оцінка зміни споживчої поведінки.

The market operates as a system of economic relations between the sellers and buyers, the basis of which is the purchase and selling of goods, that is commercial activities. This requires the development of fundamentally new approaches to the enterprise management, aimed at the creating and ensuring the successful implementation of the competitive tactics and business strategy. The consumers’ behavior is a broad concept that includes not only the process of buying a product (a service, work) but also the behavior of the consumers before the purchase and after it. In this article, we aim to consider the role of the consumer behavior and its place in the system of the enterprise management by analyzing the counterparts of the consumer behavior under the conditions of the enterprise strategic development and risk. The problems and criteria are highlighted and the estimation of the consumer behavior changes is given in the article. The formation of the enterprise’ strategy consists of a comparison between the business entity and its environment. The intensity of competition in any sphere of the industry depends on the main competitive forces, the combined efforts of which determine the ultimate potential of the enterprise development. The analysis of the strategic interaction of the enterprise with the consumers under the conditions of market uncertainty has led to the conclusion about their dual interaction with the economic behavior, since the formed strategic goals determine the nature and essence of the enterprises’ behavior, and the behavior of the enterprise, in its turn, implements the strategic goals. Taking into account the fact that under the conditions of a real market environment the enterprise operates under the conditions of uncertainty and is characterized by the impossibility to have the full range of information about the surrounding competitive environment, there exist a necessity to take into account such concepts as “uncertainty” and “incomplete data” in the situations when the precise information is available only in relation to some factors and possible. risks.