Investigating the Approaches to Customer Experience Examination in the Context of Retail

The relevance of this work lies in the fact that the effective functioning of marketing activities in the formation of consumer experience is not always ensured due to the fact that not enough time is devoted to studying the choice of goods by consumers at all stages of this process, which allows us to conclude about the need for marketing research in the field of retail. The urgency of solving these problems and the incompleteness of their scientific analysis determined the goal, objectives, object and subject of this study. Problem. At the same time, the accumulated experience in the theory and practice of researching consumer preferences does not cover certain aspects that require additional consideration for the formation of consumer experience in the field of retail in the digital economy. The purpose of this work is to develop a conceptual model and recommendations for improving the marketing activities of an enterprise based on the study of consumer experience in retail through modern approaches to its measurement. In accordance with the purpose of the work, the following tasks were set: 1. Study the role and place of the consumer in the marketing system. 2. To reveal the methods of research and analysis of consumer preferences. 3. To study modern methods of promoting goods, taking into account consumer experience. 4. To analyze the content and organization of processes in the field of marketing interaction with consumers of the retail enterprise. 5. Develop recommendations for improving the marketing activities of the enterprise based on the study of preferences and requirements. The object of the research is consumer experience in retail. The subject of the research is the methods of measuring consumer experience, preferences and requirements imposed by consumers on a product in retail. The practical significance of this study lies in the fact that its results can be used in the activities of the management bodies of a retail company in the development of long-term programs for the development and promotion of products, the formation of consumer experience and brand. The structure of the work is determined by the general concept, purpose, objectives and logic of the research. The work consists of an introduction, three chapters, a conclusion, a list of used sources and literature.