| Annotation: | Methods. The formation of theoretical and methodological foundations for modeling consumer behavior in the market of medical products by the author's method is based on the use of prognostic tools, the creation of complex agency models of consumer behavior. Results. The paper presents a classification of types of purchasing behavior of the segment of industry experts, which includes 7 classes, with each of which the manufacturer must establish a separate communication. Each presented class is characterized by the corresponding parameters of behavior: speed of decision-making on purchase, possibility of repeated purchase, authority in the eyes of other groups of consumers. The classification of types of purchasing behavior of individuals was carried out according to such parameters as consumption intensity, level of education and income level, which allowed to form 9 classes of consumers. Novelty. In the process of research, a new methodological approach to consumer analysis is substantiated, which reveals the stages of formation and expansion of target segments taking into account the specifics of the product market, which allows to differentiate or concentrate marketing efforts when launching a new product. This is due to the fact that there are important differences in the purchasing behavior of consumers (individuals) and organizations. Practical value. The proposed approach allows to take into account the heterogeneity of the market in terms of innovation in relation to a new product and the impact of interpersonal communications in the formation of consumer awareness when launching new products in online environments. |
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