PREDICTING CONSUMER BEHAVIOR IN THE CONTEXT OF DIGITAL MARKET TRANSFORMATIO

Abstract

The article investigates the transformation of consumer behavior within the digital economy and identifies the critical factors influencing the decision-making process. The study analyzes the profile of the modern «digital» consumer, highlighting characteristics such as increased rationality, high expectations, and proactive engagement with brands. The roles of personalization, social media influence, online reviews, and logistics efficiency in shaping consumer choice are determined.

Special emphasis is placed on digital analytics tools that enable the prediction of consumer actions, including predictive personalization and emotional AI. Furthermore, the article explores practical applications of these technologies through case studies of leading global corporations such as Amazon and Starbucks.

The research substantiates that the integration of advanced data analysis technologies not only enhances the effectiveness of marketing strategies but also serves as a fundamental driver for building sustainable competitive advantages in a volatile market environment.