Mushtai Valentyna, PhD (Economics), Associate Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0001-9042-0241
e-mail: vamushtai@gmail.com

Strategic directions of research into the behavior of industrial consumers as market infrastructure subjects

Abstract. Introduction. Introduction. The article states that the success of entrepreneurship depends on coordinating the activities of market entities, ensuring the effective functioning of all elements of the market infrastructure, and optimizing the behavior of industrial consumers as subjects of the market infrastructure.

Purpose. In today’s conditions, the results of researching the behavior of industrial consumers in the market and their relationships with various market infrastructure institutions that combine risks and benefits of such interactions are of strategic importance.

Results. The stages of industrial consumers’ purchasing decisions are proposed as strategic directions for researching their behavior as market infrastructure subjects. This will lead to a deeper understanding of their needs and contribute to the effective organization of market infrastructure in the industrial market, benefiting all elements related to market interactions. The diversity of the industrial consumer’s motivational sphere, due to the influence of internal and external environmental factors, is studied. The latter is chosen as a strategic direction of research due to its significant impact on the purchasing choices of manufacturers in the industrial market. To ensure the receipt of strategic data on the consumer position of industrial consumers, it is recommended that complexity be adhered to, using institutional and marketing approaches.

Conclusions. An understanding is gained through research into the behavior of industrial consumers in specific strategic areas that consumers in industrial markets behave as economic entities and, in accordance with this position, appropriate purchasing decisions are made and mutually beneficial relationships are formed with numerous market infrastructure institutions so that economic and marketing success in their activities can be achieved.

Keywords: research; behavior; industrial consumer; market infrastructure; actors; relationships; institutional approach; marketing approach.

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