CONSUMER MARKETING ACTIVITY AND STRATEGIES TO STRENGTHEN IT

The article considers such a direction of development of marketing activities of the enterprise as consumer behavior. It is important for the company, since the effectiveness of its activities depends on how the consumer is disposed towards the enterprise and its products. Many scientists have paid attention to this problem, which is associated with a large number of publications. Therefore, the chosen topic is relevant. The category of consumer marketing activity is considered. If consumers of the company's products are active, then the process of purchasing products occurs quickly, with excitement and pleasure. Conversely, low activity prompts the company to wonder whether it is doing everything right in terms of meeting the demand for its products in accordance with the needs of consumers. Consumer purchases and activity are influenced by factors of the internal and external environment. Internal factors, such as motives for purchasing goods, their perception, attitude to purchasing, personal beliefs, age, gender, family status, stage of the family life cycle, profession, education, income level, personality type, lifestyle, consumer resources, etc., are considered a powerful driver of decisions. External factors, which include political, economic, scientific and technical, socio-cultural, can act both positively (opportunities) and negatively (threats). Companies can hardly influence them, so the dependence is very high. Indicators are proposed that can characterize such categories as consumer activity and consumer competence. They can be assessed by experts using consumer surveys. To do this, it is necessary to determine the overall assessment. It is calculated by multiplying the value of the indicator state by its importance. The resulting values are added up and this constitutes the overall assessment for each characteristic. A matrix consisting of four quadrants is constructed using the indicators of consumer activity and consumer competence. The company's position is indicated on this matrix and can be high or low. In order to increase consumer activity, strategies are proposed that will help improve the company's position in relation to the activity of its consumers.