Overview of the Consumer Behavior Study in the Markets of Food Products(1998-2018),Based on the Author’s Interpretation of the Consumer's Requirements in the System of Values that Influence on the Consumer Market Behavior

摘要

The purpose of this study was to review the results of a 20-year study in the author’s interpretation of the needs for food products and the value system that determines the market behavior of consumers in the food markets.The scientific novelty of the research is the following results:a)The author’s interpretation of the needs for food products,as consisting of three components:(1)The actual need for food(physiological need);(2)the need for emotions obtained from eating(psychological need);and(3)the need for market products that can meet the physiological needs of emotional expectations and social needs(socio-psychological and economic need);b)Interdisciplinary approach to the study of consumer behavior that led to the author’s interpretation of the value of the research methods outlined in the works of J.N.Sheth et al.,extended and supplemented in the study of Galina V.Astratova(1998);c)Identification of the fact that the importance of components in the system of values,according to the results of research,is different for different food products.This allows simulating more clearly the behavior of the consumer in the development of a marketing-mix and developing a marketing strategy based on targeting.