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THE ROLE OF CONSUMER PSYCHOLOGY RESEARCH FROM DIFFERENT COUNTRIES IN INTERNATIONAL MARKETING

Koryagina Inga   (PhD in History, Associate Professor, Plekhanov Russian University of Economics)

Grigiryants Igor   (Ph.D. in Economy, Associate Professor, Samara National Research University named after Academician S.P. Korolev)

Fursov Andrew   (PhD in Economy, Associate Professor, Saratov State University)

The article discusses why consumer psychology research is important for companies operating in the international market, and how its results affect the effectiveness of marketing campaigns. To achieve this goal, cultural differences between countries and their impact on consumer behavior, the psychology of brand and color perception in different countries, the possibility of localizing marketing strategies as a result of consumer psychology research, the role of emotions and values in consumer decision-making are considered. Examples from the international practice of large companies are given for each aspect. The issue of the positive impact of the development of modern technologies on the opportunities for studying consumer psychology in international marketing was also raised. Based on the results of the study, the advantages of studying consumer psychology in international marketing are identified, systematized and characterized. The author concludes that the study of consumer psychology in international marketing helps companies to effectively interact with different cultures, minimize risks, adapt strategies and offer products that are truly valuable to a global audience. It is a tool for increasing competitiveness, increasing sales and strengthening the brand's position in the global market.

Keywords:consumer psychology, international marketing, marketing, consumer preferences, cultural differences
 

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Citation link:
Koryagina I. , Grigiryants I. , Fursov A. THE ROLE OF CONSUMER PSYCHOLOGY RESEARCH FROM DIFFERENT COUNTRIES IN INTERNATIONAL MARKETING // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2025. -№05. -С. 143-146 DOI 10.37882/2223-2974.2025.05.19
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