RESEARCH OF MARKETING TOOLS OF PSYCHOLOGICAL IMPACT ON CONSUMERS
Abstract
The purpose of this study is to investigate what psychological factors and marketing tools have an impact on consumer purchasing behavior, to investigate how these different psychological motives affect consumers' cognitive decisions. Research methodology. Based on a combination of theory and practice: analysis of scientific sources in the field of marketing, approaches to audience research, target audience segmentation, approaches to various marketing activities and tools for promoting the company's products (services). Results. This study attempted to analyze consumer psychology in relation to various marketing methods that marketers use to convey their messages to target consumers. The emphasis is on an in-depth understanding of what psychological factors influence consumer purchasing behavior. By studying consumer behavior and decision-making processes, marketers can develop effective strategies that resonate with their customers. This understanding allows marketers to create compelling messages, develop engaging advertisements, and design products and services that meet the needs and wants of their customers. One aspect of psychology that is particularly relevant to marketing is the study of consumer motivation. By understanding what drives consumers to make purchasing decisions, marketers can create marketing campaigns that take these motivations into account. Practical significance of the research results. The practical component is that marketers can use the results to understand consumer behavior. In this context, the study showed that marketing tools are the most influential levers of influence on consumer decisions to purchase goods. Understanding the psychology of purchase decisions will allow marketers to create convincing and effective marketing strategies. By studying the emotions, perceptions and cognitive biases of consumers, marketers can shape consumer behavior and stimulate sales. Consumer behavior encompasses a wide range of factors, including cultural, social, and psychological influences. Marketers must analyze and interpret these influences in order to develop effective marketing strategies.
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