Modeling Consumer Behavior and its Impact on Choosing a Competitive Strategy - A Survey Study of the Opinions of a Sample of Mobile Phone Shopping Stores in Kirkuk City

Studying and understanding consumer behaviour is considered one of the ways to choose a competitive strategy, but understanding consumer behaviour is very difficult due to the many factors that overlap and interact with each other. Therefore, modelling consumer behaviour aims to simplify this difficulty by identifying the most important factors and showing the relationship between them. This study aims to understand the extent of the impact of modelling consumer behaviour on the choice of competitive strategy represented by its dimensions (cost leadership strategy, focus strategy, and differentiation strategy). Accordingly, the researcher selected a deliberate random sample consisting of 70 workers in mobile phone stores in Kirkuk city and relied on the questionnaire as a tool for collecting data and information and analysing it using the statistical program SPSS. A number of statistical analyses were used, including the arithmetic mean and standard deviation, to determine the extent of employees' awareness of the study variables. Correlation and influence analysis between the study variables was also used. The study reached several conclusions, including: There is a significant correlation between consumer behaviour modelling and competitive strategy selection, and there is a significant impact of consumer behaviour modelling on competitive strategy selection. The study also found that most mobile phone stores use a cost leadership strategy for a number of brands based on customer desires. The study presented a set of proposals, namely: The surveyed stores should use influential figures in advertisements to introduce customers to prestigious brands to attract their desires, and work on analysing the marketing environment to understand customer trends and provide value propositions based on customer income. The surveyed stores should adopt an appropriate competitive strategy based on monitoring competitors' movements in the market.