INFLUENCE OF MACRO MARKETING ENVIRONMENT FACTORS ON CHANGES IN MARKETING STRATEGIES

Abstract

The study of consumer behaviour has always been the focus of marketing strategies. If we take into account that the consumer is the starting point and outcome of marketing, that money is with the consumer and that the golden rule in marketing is to follow the flow of money, then this approach is completely understandable when creating marketing strategies. The theory of consumer behaviour speaks of two groups of factors influencing consumer behaviour, personal and external factors. In this paper, the focus is on the direct action of external factors in situations of market disturbances or crises, which result in changes in consumer behaviour, and then on marketing strategies. More precisely, the aim of the research is to see whether changes in the factors of the macro marketing environment have the same consequences on consumers as they do on marketers and whether they cause changes in marketing strategies.