CONSUMER BEHAVIOR ON THE INTERNET: METHODOLOGY, TOOLS AND CURRENT TRENDS

The key objective of the article is to develop methodological approaches to identifying modern trends in consumer behavior on the Internet. The object of the study is marketing concepts and their transformation under the influence of modern Internet technologies, which are reflected in consumer behavior, which requires study to determine strategic directions and guidelines for marketing. The relevance and necessity of studying this issue is due to the fundamental penetration of technology and the Internet and the impact on consumer behavior, which is a key link in marketing and their transformation should be taken into account in the marketing strategy of modern companies. The main results of the study are characterized by the following: the main types of consumer behavior models are systematized, which made it possible to highlight their features, which will take into account all their specifics when forming a marketing strategy for modern companies; the key stages of developing marketing concepts are structured and the role of consumers in each of them is argued; The trends of consumer behavior on the Internet are conceptualized from the point of view of socio-demographic and gender characteristics, as well as their propensity to make purchases on the Internet. The presented results of the study made it possible to determine modern trends in consumer behavior based on the developed methodology and tools of economic and statistical analysis of daily marketing models, development of its key tools and assessments of the influx into the behavior of the lull. Practical application of the results will ensure the effectiveness of the formation of marketing policy and strategy, taking into account the developed aspects in terms of studying consumer behavior, which is key in modern marketing under the influence of modern Internet technologies and innovations.