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Modern methods of marketing research into consumer behaviour in the retail market

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  • Yaroslav Biriukov

Abstract

The aim of the study was to summarise current methods for studying consumer behaviour in retail and to determine their potential for identifying consumer trends and substantiating marketing strategies. The research methodology was based on systematic and comparative methods, targeted content analysis of analytical reports, secondary analysis of published consumer research, secondary quantitative analysis of open transactional data, and customer segmentation by recency, frequency and monetary value of purchases. It was established that the greatest analytical value is provided by combining stated assessments, actual actions and digital traces. The Ukrainian purchasing model in 2023-2025 was characterised by a concentration of spending on basic needs, high price sensitivity, selective brand loyalty and the gradual expansion of online and mobile channels. Digital tools enhanced the convenience and relevance of offers, but their effectiveness depended on transparency in data use, the quality of personalisation and trust. The transactional analysis covered 2,469 households, 53 weeks and 1,469,307 product items. A significant gap was identified between everyday purchasing activity and response to campaigns: average participation was 2.67 campaigns per household, while coupon redemption amounted to 31.9 cases per 100 recorded contacts. Segmentation showed that low-activity and churn-prone customers accounted for 53.14%, while the high-value and loyal core accounted for 36.82%. The greatest aggregate value was generated by the frequency and repeatability of purchases, while average spend, when considered without purchase regularity, had limited informative value. The practical significance of the results lies in their use by marketing departments of retail chains, loyalty programme operators and customer analytics specialists to move from mass discounts to personalised customer retention, the development of promising customers, selective reactivation of low-activity groups and timely re-engagement of customers at risk of churn

Suggested Citation

  • Yaroslav Biriukov, 2026. "Modern methods of marketing research into consumer behaviour in the retail market," E-Forum Working Papers, Economic Forum, vol. 16(3), pages 71-86, September.
    • Handle: RePEc:cuc:eforum:v:16:y:2026:i:3:p:71-86
    DOI: https://doi.org/10.62763/ef/3.2026.71
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    1. Agag, Gomaa & Shehawy, Yasser Moustafa & Almoraish, Ahmed & Eid, Riyad & Chaib Lababdi, Houyem & Gherissi Labben, Thouraya & Abdo, Said Shabban, 2024. "Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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