Shumilo Y. Reflexive management of herd behavior of consumers at the marketing activities of enterprises

The dissertation is devoted to research and solution of the actual scientific problem of reflexive management of consumer behavior in marketing activity of enterprises. The purpose of the dissertation is to study, substantiate and develop conceptual provisions for reflective management of consumer behavior in the marketing activities of enterprises, as well as the formation of guidelines for their practical implementation. The object of research is the processes of managing consumer behavior in the marketing activities of enterprises. The subject of research - methods and models of reflective management of consumer behavior in the marketing activities of enterprises. The methodical approaches to the management of consumer behavior in the marketing activities of enterprises are investigated in the work. Conceptual provisions of the mechanism of reflexive management of consumer behavior in marketing activity of the enterprises are developed. Conceptual provisions of the mechanism of reflexive management of consumer behavior in marketing activities of enterprises involve identifying reflective components of consumer behavior in the decision to purchase products, including the tendency to imitate potential consumers and the formation of effective reflective control influences affecting consumer awareness and time assessment. on the decision to purchase products, and as a consequence affect the decision-making process on the purchase of products, the implementation of which will increase sales and increase the competitive position of enterprises by increasing demand for products. A method was proposed for identifying reflexive components of consumer behavior, in particular those that affect the likelihood of a consumer displaying imitation in the process of making a decision to purchase a product, based on the method of grouping the characteristics of consumer behavior on the basis of neurobiological studies of V. Klyucharev and an improved R. Kettel’s method of multifactorial study of the personality. The formalization of key reflexive components and the sequence of stages of realization of conceptual provisions of the mechanism of reflexive management of consumer behavior in marketing activity of the enterprises are resulted. The information model of reflexive management of consumer behavior in marketing activity of enterprises is presented. Peculiarities of realization of the mechanism of reflexive management of behavior of consumers in marketing activity of the enterprises are considered. The introduction of the proposed conceptual provisions of the mechanism of reflexive management of consumer behavior in the marketing activities of enterprises will increase sales and increase the competitive position of enterprises by increasing demand. Keywords: consumer behavior, reflexive management, marketing activities, decision making, enterprise.