Consumer choice under uncertainty conditions
Abstract The article deals with issues of the efficiency of functioning and development of economic systems of various levels (national, regional, municipal, sectoral, etc.) and notes their dependence on the intensity and sustainability of the consumer choice. In general, the solvent consumer demand creates conditions for generating revenue and profits for business entities of various profiles and, as a result, for maximizing their market value, implementing corporate social programs, full and timely deduction of taxes and other obligatory payments to budgets of various levels. The paper clarifies a mechanism of the consumer choice, explores the structure of the consumer choice of individuals in the world economy. It is concluded that when studying trends and problems in the development of the consumer choice, it is advisable to use a synthesis of theoretical and methodological provisions and methodological tools of certain areas of the neoclassical economic theory, economics of neoinstitutionalism, as well as a number of provisions of postneoclassical synthesis, primarily the marketing theory.
Keywords: consumer choice, consumer demand, development of economic systems, information systems.
Highlights:
♦ the special literature presents diametrically opposite approaches to the issue of the feasibility of using the potential of market intermediaries in the process of influencing the nature of the consumer choice in the conditions of uncertainty;
♦ a range of possible market intermediaries used by a company, subject to the criteria of potential efficiency, professionalism and integrity noted in the work, in terms of fulfilling contractual obligations, including issues of non-disclosure of confidential information about the company`s activities, should be sufficiently extensive, which will allow to use the potential of the mediation institute to the greatest extent, in different ways;
♦ one of the main tools of marketing manipulation of consumer choice processes used in the conditions of uncertainty is the activity in the field of SEO management, which is a purposeful activity of the company`s marketers to promote it as a whole or individual product positions in the space of search engines.
Evgeniy V. Evseev - Kazan (Volga Region) Federal University, Kazan, Russia, Maria E. Konovalova - Samara State University of Economics, Samara, Russia