MARKETING STIMULI AND THEIR IMPACT ON CONSUMER LOYALTY IN RETAIL

Анотація

In the context of intensified competition in the retail market and rising consumer expectations regarding product quality and service, the issue of fostering consumer loyalty becomes particularly significant. Marketing stimuli serve as key tools influencing consumer behavior; however, their effectiveness in the context of long-term loyalty requires in-depth scientific examination. The purpose of this article is to investigate marketing stimuli in retail and to substantiate the mechanisms of their influence on the formation of consumer loyalty. Achieving this goal involves systematizing the main types of marketing stimuli, analyzing their behavioral effects, and developing practical approaches for assessing their effectiveness in managerial practice. The study employs methods of scientific generalization and systematization, structural-logical analysis, comparison, as well as modeling techniques to construct an algorithm for evaluating the impact of marketing stimuli on consumer loyalty. The article systematizes the main types of marketing incentives used in retail trade and analyzes the peculiarities of their impact on consumer behavior in modern market conditions. It substantiates a step-by-step mechanism for transforming marketing incentives into consumer loyalty, which is implemented through the formation of perceived value, satisfaction, and trust in a retail enterprise. An algorithm for assessing the impact of marketing incentives on the level of consumer loyalty is proposed, which combines analytical and managerial approaches and can be used in marketing management practice. It has been proven that marketing incentives have a complex nature of influence and contribute to the formation of consumer loyalty not only through economic benefits, but also through emotional, communication, and service factors, which increases the effectiveness of long-term relationships with customers. Practical significance of the results. The results can be applied to improve marketing strategies of retail enterprises with a focus on building long-term relationships with consumers. Future research perspectives. Future research perspectives are associated with the empirical testing of the proposed algorithm for assessing the impact of marketing stimuli on consumer loyalty using data from retail enterprises of various formats, as well as with a deeper analysis of the role of digital technologies, personalized communications, and behavioral factors in shaping long-term relationships with consumers.

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