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Situational Factors Of Consumer Behavior In The B2c Market


  • Michael OKLANDER

    (Odessa National Polytechnic University, Ukraine)

  • Tetiana OKLANDER

    (Odessa State Academy of Civil Engineering and Architecture, Ukraine)


Highlighted types of consumers, the system situational factors of consumer behaviour in the market B2C. As situational factors considered physical environment (sensory, psychological, organizational elements) social environment (large and small groups of people); time of purchase; the purpose of the consumer; previous condition. The main changes in the social environment due to the emergence of COVID-19 are highlighted: the need to take precautions: minimize contact with other people and, if possible, stay at home; transformation of almost all communications into online and elimination of complex unique trade offers in communications; growing demand for video content as potential customers have more time; increasing the number of queries in search engines; growing share of mobile traffic. The expedient directions of modernization of marketing strategies of the enterprises working in the B2C market in the conditions of a pandemic are offered. Such a marketing strategy is a strategy of omnic marketing, which includes four components: sociality (increasing attention to health and safety of employees and customers), image (formation and maintenance of the image of the business entity for which customer health is more important for profit), restructuring (conducting an inventory of business projects to close currently inefficient), multichannel (providing courier delivery of goods, transferring customers from offline to online stores and the dominance of digital marketing).

Suggested Citation

  • Michael OKLANDER & Tetiana OKLANDER, 2020. "Situational Factors Of Consumer Behavior In The B2c Market," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 19(3), pages 187-196.
  • Handle: RePEc:pts:journl:y:2020:i:3:p:187-196

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    Situational factors; Consumer behavior; B2C market; Marketing; Marketing strategy; Sales; Marketing environment.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P42 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Productive Enterprises; Factor and Product Markets; Prices


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