THE USE OF CONSUMERS PERCEPTION IN MARKETING ACTIVITIES

In the conditions of strengthened competition and crisis phenomena, fast development of a science and technologies, decrease in purchasing power of consumers, success can be reached only by the enterprise using marketing in its activity. Modern realities require the search for new effective marketing tools to influence consumer behavior and perception is one of them. At present situation, practical aspects of consumer perception application in marketing activities are insufficiently defined. The purpose of the study is to analyze the process of consumer perception and identify possible ways to use it in marketing activities of enterprises. The study used general scientific research methods: abstract-logical, analysis and synthesis, systematization and generalization. It is important for marketers to know how people make their choices in the buying process, obtain and use the information they need to make a purchase. The individual perceives everything that surrounds him depending on a particular situation, mood, knowledge, previous experience and so on. The use of customer perception in marketing activities will allow companies in various fields to attract the attention of the consumer, convey to him the target information and encourage him to make a purchase; retain existing and attract potential consumers; effectively promote goods and services on the market; to stand out among competitors in the struggle for consumers and increase their own competitiveness. All sensory stimuli mentioned in the article (auditory, visual, tactile, taste, aromatic) can be used both in combination and separately, according to the type of product or target audience. The main provisions of this study can be used in educational process when studying behavioral response of consumers.