Research of consumer behavior in the context of digitalization in the retail sector: the quantitative approach

Abstract

In the era of the fourth industrial revolution, which is accompanied by active widespread digitalization, as well as constant changes in consumer behavior, there is a need to study modern digital buying habits. The relevance of this study is due to the fact that the world is experiencing a steady growth in users of digital technologies, including mobile communications and the Internet. In this regard, the number of customers who prefer to make online purchases is also growing. Therefore, the purpose of this study is to study the changes in consumer behavior in the retail sector under the influence of the digitalization of the economy in various countries. To achieve this goal, a quantitative approach was applied to analyze the characteristics of consumer behavior. The main research methods were: methods of generalization and comparison, visualization of data using thermal images, as well as the survey method.

As a result of solving the research tasks, the peculiarities of consumer behavior depending on the country were identified; heat diagrams of the main reasons for Internet use by consumers in different countries and changes in the share of online purchases were constructed; countries were grouped depending on some aspects of their digitalization and the development of general trends in the dynamics of online shopping. The features of the use of social networks in a number of countries were studied, and the study of consumer behavior in Kazakhstan was also conducted on the basis of the survey results.

The theoretical significance of the article lies in the generalization of ideas about the role and significance of the digitalization of the economy and its impact on consumer behavior in the economic literature of domestic and foreign authors. The practical significance lies in the fact that the results of this study will allow companies to gain insight into consumer behavior depending on the country during specific periods of temporary development when compiling content and marketing plans to increase customer loyalty. Companies focused on long-term interaction with consumers can use the results obtained to increase the level of engagement, as well as to adapt marketing campaigns to the psycho-emotional characteristics of perception of various audience segments. 

Key words: digitalization, consumer behavior, marketing, social networks, online shopping.