Formation of an Enterprise Strategy Based on Marketing Monitoring of Consumer Behaviour

The article considers the issue of monitoring consumer behaviour from the point of view of the formation of the enterprise strategy. A difficultly analyzed process of analysis of consumer behaviour is considered from the position of monitoring the formation and change of consumer loyalty to the products and brand of the enterprise. A technique is proposed for monitoring consumer behaviour, taking into account the key influence of the indicator of the general loyalty of ordinary people, both to the brand of the enterprise as a whole and to a particular brand. As an experiment, field tests of the methodology were carried out within the framework of an enterprise's marketing company, with an intermediate analysis of the results after a calendar year and subsequent adjustment of the enterprise's strategy