Consumer model transformation in the digital economy era

Abstract

The thematic justification of the study into the phenomenon of contemporary consumer behaviour models is the IT growth, peculiarities of the digital economy formation, the development of retail chains’ omnichannel strategies, and the emerging digital era. All these factors induce the development of a new perplexed market environment, which is distinctive due to its ambiguity and uncertainty among other things, which in its turn affects a prospect customer and makes for companies’ business modernization. The purpose of the research is to consider approaches to studying parameters, habits, pre-buying and post-buying behaviour, as well as preferences and expectations of the omnichannel consumer. The article considers the essence of concepts of “omnichannel consumer” and “consumer gates”, the latter being singled out by the authors as an actual field for companies’ marketing efforts improvement. The authors have considered the algorithm for a “buyer’s map” development with due regard to his or her actions during the online and offline shopping decision-making process. Secondary information analysis enabled the presentation of the key trends in changing consumer behaviour models. The research conducted in a form of an online poll has convincingly shown the importance of mobile communication channels, while the in-depth interview methods allowed spotting gates for product purchase with due regard to different consumer archetypes