Abstract
In today’s marketplace, creating an effective marketing strategy is more crucial than ever. Technological advancements have significantly influenced consumer behavior, creating a dynamic environment where businesses must adapt to stay competitive. The primary goal of marketing isn’t traditional advertising; it now focuses on building connections between consumers and products. To achieve this, marketers, brands, and businesses need to focus on the consumer decision-making process and the behaviors driving it, enabling them to enhance communication at every stage of the customer journey.
Modern consumers have become more demanding than ever, facilitated by digital development. They prioritize specific product features, such as quality, color, and style, which means companies must offer a broad range of product and service combinations to meet these diverse expectations. Consumer decisions are deeply individual, but they are influenced by numerous external factors. To successfully impact these decisions, marketers study consumer behavior and support their unique decision-making processes. By aligning strategies with the interests of modern consumers, businesses can effectively engage them at the right time, in the right place, and through the relevant communication channels.
The research process involved a questionnaire survey, in which 300 respondents participated. The purpose of the research was to study the attitudes of Georgian consumers and determine the factors that are given great attention when making decisions about purchasing various products and services. The attitudes of consumers towards modern marketing techniques and what they would like to improve to simplify the decision-making process were also studied.