IMPACT OF THE MARKETING ENVIRONMENT EXTERNAL FACTORS ON SERVICE CONSUMERS’ MARKET BEHAVIOUR

Abstract

Objective. The objective of the article is to analyze the impact of the marketing environment external factors on market behaviour of service consumers. Methods. The following methods are used in the research: the method of analysis and syn- thesis (while studying the approaches of scientists to the study of external factors impact on the behaviour of service consumers), the method of expert assessment (while assessing the impact of external factors on the behavior of carwash service consumers). Results. Consumer behavior in the market is determined by a set of macro and micro envi- ronmental factors, as well as internal needs, motives and values. Macro environmental factors that affect consumer behaviour directly or indirectly may be the following: changes in economic and political life of the country, social, demographic, cultural characteristics of consumers in a particular country. In the article, the next key factors of political and legal nature that affect the behaviour of carwash service consumer are identified: the existence and application of the Laws of Ukraine «On Consumer Protection» and «On Environmental Protection», Rules on labour protection on road transport, Water Code of Ukraine, compliance with national quality standards, as well as political instability in the country. It is determined that the following economic factors can positively affect the behaviour of car wash service consumers: increasing of the number of car washes and the development of the car service market, price stability on the car wash service market since early 2020, increasing of the average monthly wages and reduc- ing of the annual rate of inflation in the country. It is determined that the following factors may negatively affect the behaviour of car wash service consumers in Ukraine: political instability, inefficient structure of household expenditure, the COVID–19 pandemic and the imposition of quarantine, seasonality, etc. The practical significance of the results obtained is in the possibility of making suggestions for developing further service provider’s PR strategy.