TRANSFORMATION OF CONSUMER BEHAVIOR IN THE EVOLUTION OF ERAS AND PRODUCT IN MARKETING
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Author(s): | Kasimova E. R., Kuznetsova E. V., Ruvenny I. Ya., |
| Number of journal: | 2(75) | Date: | June 2026 |
| Annotation: | The article is devoted to the systematization of transformation stages of consumer behavior in the context of the evolution of marketing eras. In the context of the digital transformation of society and the modification of value attitudes, traditional linear marketing models are reducing their effectiveness, which necessitates a rethinking of human-product interaction. The authors propose a concept of five marketing eras based on consumption metamorphoses. The key characteristics of each era are identified: dominant needs, product specifics, and behavioral patterns, forms of sociality, as well as changes in the 4P marketing complex and the evolution of the client path. In the agrarian era, marketing is in its infancy, the client path is extremely short. The industrial era is characterized by a systematic approach to marketing and the formation of a classic complex of 4P. The client path is arranged in a linear sequence. In the service era, the product turns into a hybrid of material and intangible components with the dominance of the service. The complex is 4P transformed under the influence of personalization and omnichannel. The customer journey is complemented by the after-sales service stage. The era of impressions is based on emotions in the process of buying and operating a product. 4P acquires an emotional dimension; the client’s path is focused on emotional points of contact. Marketing turns into the art of directing. In the era of transformation, the phenomena of the community as a space of joint development, transformational fatigue as a harbinger of the next era, as well as the ethical boundaries of the impact on consumer identity are highlighted. The modification of a cross-marketing product combining tangible and intangible components is shown. The theoretical significance of the study lies in the formation of a holistic periodization of the evolution of marketing through the prism of changing consumer behavior. The practical significance is determined by the possibility of developing marketing strategies based on the concept of the marketing era matrix proposed by the authors after it has been tested in companies in various industries | ||
| Keywords: | transformation of consumer behavior, evolution of marketing, customer experience, transformation era, cross-marketing product, community, transformational fatigue, marketing ethics, 4P marketing complex, customer path map |
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| For citation: | Kasimova E. R., Kuznetsova E. V., Ruvenny I. Y. Transformation of consumer behavior in the evolution of eras and product in marketing. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;2(75):102—107. DOI: 10.25683/ VOLBI.2026.75.1603. |
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