Research of the Consumer Behavior in the Shop and its Influence on Marketing Decision Based on Data Obtained from the Geolocation Tool «Locastor»

The purpose of the final qualifying work is to study consumer behavior in the supermarket using the automated system " Locastor» To achieve this goal, there were identified the following tasks: * consider the theoretical basis of the analysis of consumer behavior and theoretical models of consumer behavior * consider the relationship between Economics and shopper marketing * research the application of e-business in retail * consider existing IT solutions used in retail from the perspective of shopper marketing * analyze IT solutions in the field of shopper marketing, from the point of view of merchandising management automation * collect data on consumer behavior within a particular point of sale * analyze the data obtained from the "Locastor" system» * offer marketing solutions based on the data obtained * analyze the changes made after the implementation of marketing solutions The object of research-consumer behavior from the standpoint of shopper marketing The subject of the research is the impact of consumer behavior on the marketing decision-making in a retail outlet Research method-analysis based on data obtained using the system "Locastor". The relevance of this topic is caused primarily by the widespread introduction of digital technologies, including in marketing and shopper marketing, as well as the need for businesses to consider the return on investment in shopper marketing campaigns, as at the moment this task remains unresolved to the end. In this work, the possibilities of digital technologies in the field of changes in consumer behavior and in the study of consumer behavior in the retail outlet, which was made possible by the introduction of digital technologies.