MARKETING BEHAVIOR OF CONSUMERS IN SHAPING THE COMPETITIVE ADVANTAGE OF ENTERPRISES – A THEORETICAL STUDY

Abstract

Marketing in a competitive economy plays a key role in the development of organizations (enterprises) that want to achieve and maintain a competitive advantage on the market. One of the problems developed in marketing is consumer behavior, thanks to which companies sell their products/services. As part of the behavior, we can distinguish marketing behaviors of consumers, which are the company’s reaction to the customer and the customer to the company. The aim of the study is to present the problem of consumer marketing behavior in shaping the competitive advantage of enterprises. The study was based on the study of the subject literature contributing to the discipline of Management and Quality Sciences.