FACTOR DETERMINANTS OF CONSUMER DEMAND MINERAL WATER
FAYVISHENKO Diana ‒ PhD in Economics, Аssociate Professor Department of Journalism and Advertising, Kyiv National University of Trade and Economics (firstname.lastname@example.org).
In a highly competitive business environment, research into the determinants of consumer choice is a key challenge in formulating a brand development and management strategy. It is the formation of the concept of strategic management that emphasizes the central role of factors in making major decisions, the synthesis of the concept of brand positioning and its value attributes, purposefully influences the consumer's conscience and determines his demand as a whole. The purpose. Analysis of factor determinants of consumer choice of brands in the mineral water market, justification of the decision-making process. Methods of the research is based on theoretical and methodological aspects of the analysis of factors of consumer demand and choice of brands in the market of mineral water, analytical data of market analysis and water consumption. The article emphasizes that consumption has always been an integral part of society's development, driven by the influence of social, cultural, economic and psychological processes. Both consumer’s choice issue and analysis of the main groups of factors that influence purchasing behavior when forming a brand management strategy in the mineral water market remain quite relevant and require a detailed analysis. Factor determinants of consumer demand of mineral water were revealed, the main factors that influence the consumer's choice were analyzed, his perception of the brand, was formed and also value aspects were emphasized, taking into account force majeure in managing the brand. It is concluded that the integrated demand factors, specific position, attributive and cognitive characteristics of the brand, a clearly constructed model of brand management, a complete presentation of the goals and tools to achieve them, corporate influence the consumer demand of mineral water, taking into account the purchasing power of the consumer audience, seasonality of the product responsibility of all staff. Prospects for further research are the development of consumer behavior models and its adaptation in the system of strategic brand management.
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