THE INFLUENCE OF THIRD-PARTY BUYERS ON CONSUMER BEHAVIOUR IN THE RETAIL SECTOR

Abstract

In the modern conditions of market economy development, consumer behavior is formed under the influence of many factors, among which social factors play an important role. Surrounding people can directly or indirectly influence the process of consumer decision-making. A special role in this context is played by outsiders - people who are present in the retail space at the same time as the potential buyer, with whom he does not have personal social ties, but whose opinions, behavior or assessments can influence the choice of goods and services. The purpose of the publication is to analyze the influence of outsiders on consumer behavior in modern conditions, determine their role in the process of making a purchase decision and justify the directions of using the obtained results in the marketing activities of enterprises. Among the factors influencing interaction with other buyers at points of sale: 1. Buyer characteristics. 2. Characteristics of the retail enterprise. Among the positive consequences of interaction with third-party buyers: obtaining information and advice, learning through observation, reducing uncertainty when choosing, social confirmation. positive emotional experience, creating a sense of community, stimulating impulsive purchases, increasing satisfaction with the purchase process, spreading a positive WOM effect, increasing the likelihood of purchase. Interaction between buyers can also cause negative effects: congestion and crowding, queues and service delays, conflicts and unpleasant contacts, negative emotional impact, spreading negative reviews, violation of confidentiality, competition for goods, the effect of contagion with negative emotions, refusal to purchase. So, third-party buyers have a significant impact on the behavior of consumers of retail enterprises. Positive contacts contribute to the formation of trust, satisfaction and loyalty of consumers, while negative interactions can cause psychological discomfort, reduce the likelihood of making a purchase and worsen the attitude towards the enterprise or brand. Therefore, managing the social atmosphere in points of sale should be considered an important tool for improving the overall social experience of consumers, influencing consumer behavior and increasing the effectiveness of the enterprise's marketing activities. Understanding the mechanisms of influence of third-party buyers on consumer behavior will allow companies to more effectively create a more positive customer experience and gain loyal consumers.