Abramovych O. Consumer behavior as a part of company's competitive strategy management

Analytical characteristics of durable household goods retailing market of Ukraine are given, competitive strategies of retailers and the perspectives of strategies' improvement are defined. Factors, influencing consumer behavior are systemized. Vectors and ways of theoretical and practical integration of consumer behavior concept into strategic management system are determined. Methodological approach for competitive strategy building and implementing, based on consumer behavior concept, was provided. This approach includes using: conjoint analysis and Assortment Correspondence Coefficient to determine the level of correspondence between current assortment of the retailer and consumer needs and behavior; Balanced Score Card to reach balance in corporate, competitive and functional strategic levels; algorithm of implementing enterprise's communicative subsystem as an element of competitive strategy management improvement, the later supposed to be based on holistic marketing principles. The technique of evaluating comparative efficiency of enterprise's communicative strategy and subsystem is suggested.