INFLUENCE OF SITUATION FACTORS ON CONSUMER BEHAVIOR

In competitive markets, it is important for companies to identify factors that affect consumer behavior and well-timed anticipate alterations in their behavior. The probability of purchasing goods or services by the consumer depends on certain situations in which he finds himself. Understanding the characteristics of situational factors, consumer preferences, habits, the ability to predict and manage them will influence consumer behavior, especially in the buying process. At present, the issues of studying the influence of situational factors on consumer behavior in today's unique conditions are insufficiently studied. The purpose of the publication is to analyze the impact of situational factors on consumer behavior in today's special conditions and to propose appropriate measures to improve the activities of enterprises, taking into account the factors considered. The study used general scientific research methods: abstract-logical, analysis and synthesis, systematization and generalization. Consumer behavior is a person's actions under the influence of the environment, individual and psychological differences in the process of realizing the need, finding information, choosing, purchasing, using goods or services and getting rid of them. An important condition for the effective operation of the enterprise is to determine the most noteworthy factors influencing consumer behavior. One of such factors is situational. The modern period is characterized by the following situations that regulate or modification the habits of consumers: changes in social status; emergence of the latest technologies; rules and norms established by the state and society; emergencies. During the life of the same person under the influence of situations modification desires, values, habits, needs, behavior. Therefore, businesspersons and marketers should allot special attention to situational factors that influence consumer behavior. After all, the influence on customer behavior is a effective instrument for modeling consumer behavior and demand governance.