A Smart Consumer Is a Challenge for Business

Abstract

The relevance of the research topic is explained by new trends of consumer behavior that affect the choice of products and purchase decisions. The article presents the outcomes of an analysis of the key features of modern consumers and their behavior. The features of the modern consumer as a responsible, digital, and smart one are associated with a changing structure of consumer value, the core of which is environmental friendliness, ethics, costeffectiveness, and a healthy lifestyle. Changing key consumer features opens up opportunities but at the same time poses challenges to manufacturers. The purpose of the study is to reveal the impact of key features and demands of smart consumers on the marketing mix of manufacturers of goods and services. The methodological background of the study is an entirety of scientific ideas and conceptual developments of domestic and foreign scientists on the factors and motives of consumer behavior and customer relations management. The information basis is the analytical reports of marketing and consulting firms, expert assessments, and the findings of sample surveys. Findings: we have clarified the meaning of terms "connected consumer", "digital consumer", "smart consumer", "responsible consumer"; have given an idea of the involvement of the Z generation in the sharing economy, have suggested an approach to the development of the company's adaptation mechanism to consumer's behavior and preferences. Conclusions: the application of the suggested approach will allow manufacturers of goods and services to understand the customer's needs and develop a marketing mix with regard to features of the "smart" consumer, as well as adjust the product, pricing, and communication strategies.

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

“…Highlighting the intelligence, the responsibility, and the new behaviour of the modern consumer [84], this study meets the need for the customization of the delivered content to future patients according to some specific features. The authors desire to underline the term 'some' to make the reader aware that there possibly exist umpteen elements and factors that stimulate the reactions and the interest in a creative component, but with the present study they can cover a few of them, even representing notable contributions.…”

“…The modern consumer is seen by specialists as responsible, digital and intelligent, with new behaviour, all representing prerequisites which are conducive to changes in the way of making purchasing decisions [84]. As a result, companies have to deal with consumers with increasingly different choices due to the action of many influencing factors.…”

Discourse to the Factors of Decision-making of Students in Choosing a University Major

“…Studies have emphasized the importance of understanding the needs and expectations of consumers, and the use of digital technologies to target potential customers. The focus on the Generation Z concept and the modelling of consumer behaviour in the educational market has been identified (Aleshnikova et al, 2020) as an important area for future research (Stebliuk & Kuzmenko, 2021). In conclusion, this study highlights the significance of continued marketing research and the need for HEIs to adapt to a constantly evolving competitive environment.…”