Basic elements and principles of irrational consumer choice in modern economy
Abstract. The article investigates principles of effective implementation of marketing activities of companies in the post-industrial economy. These principles should provide objective conditions for the sustainable growth of loyalty of the target segments of the consumer market and at the same time minimize the feasibility of using the tools of ethically incorrect marketing manipulation of consumer choice processes. The tendencies and problems of the implementation of the consumer choice of individuals in the conditions of a modern, post-industrial economy are also studied. At the same time, conclusions are drawn that it is advisable to use, in interconnection and complementarity, individual tools and methods related to the ordinal direction of the neoclassical paradigm, neo-institutional and post-neoclassical schools of the economic theory by substantiating the consumer behavior.
Keywords: consumer choice, principles, marketing, irrational behavior, post-industrial economy
Highlights:
♦ excessive consumption of luxury goods can be classified as an irrational consumer choice - this kind of choice is usually made in order to demonstrate the status of a buyer or simply legalize part of the income received illegally, for example, through the corruption;
♦ the reinforcement of product and technological innovations of a business entity with organizational and marketing innovations (rationalization of a management system and organizational structure, job descriptions, formal and informal leadership at the company, application of new marketing systems and technologies, including virtual ones, potentially more effectively influencing consumer choice processes, etc.);
♦ preventive management, in which preliminary changes are made to the marketing system and the overall development trajectory of the organization as a whole, ahead of the actual processes of transformation of the external financial and economic environment.
Elena V. Kargina - Togliatti State University, Togliatti, Russia