Development of a Marketing Communications Plan for a Company Based on Consumer Behavior Analysis

The development of a communications plan based on the study of consumer behavior appears to be a relevant and important issue, since marketing communications is the key to the successful work of the organization and the formation of its sustainable relations with consumers of products and services. However, the developed marketing communications do not always consider the aspect of the consumer behavior, which reduces their communicative and economic efficiency. The solution of the problem is the use of the following methods and techniques of research in the study of marketing communications system in the organization: retrospective, comparative analysis, modeling, sociological methods of research and others. The results of the research are identified problems in the study of the actual marketing communications system of the organization under study; the proven need to build a system of marketing communications in mandatory connection with consumer behavior. In conclusion, the marketing and economic efficiency of the proposed measures to improve marketing communications is calculated.