Market Entry of an Innovative Brand that Responds to Changes in Audience’s Behavior to Consumption of Goods and Services

The master project is devoted to the study of new consumption patterns, as well as how consumer preferences have changed with the emergence of platforms and ecosystems. Thanks to technological progress, the traditional economy has been transformed into a digital environment, which in turn has influenced the change of established business systems and the emergence of new consumption patterns that are based on technologies that unite people, organizations and resources in an interactive ecosystem. Modern consumers expect from companies / brands to instantly meet their needs, they want to get a product or service here and now. Today, for consumers, the speed and convenience of obtaining information and services is not an advantage, but a given and a necessity. The development of technology has influenced the spread of the on-demand economy (“economy on demand”). Consumers want services when they need it, and not waste time waiting. In the theoretical part of the study, the features and characteristics of new consumption patterns and trends affecting the change in the market for goods and services were studied, and the main stages of the purchase decision were analyzed. The practical significance of the work lies in the fact that a communication strategy was developed based on the data obtained from the results of quantitative and qualitative research, as well as analysis of the market and trends. The general conclusion is that when an innovative brand is brought to the market for goods and services by subscription, it is important to work to keep the customer and build loyalty both to the product and to the content that the toy uses.