Designing the impact on the purchasing behavior of youth offline: methodological approach

The research topic is highly relevant because offline youth clothing retailers are currently experiencing a decline in sales, so it is crucial to model the purchasing behavior of buyers in a real environment based on customer journey studies. The problem of the study is that marketplaces are successfully crowding out offline retailers, providing many convenient opportunities for young people to purchase clothes. They offer a wide range of products, a comfortable purchase and delivery process. However, offline retailers aim to retain their customers, and this approach will clarify the results of studying the purchasing behavior of young people and building customer journey maps. The article develops a methodological approach to the formation of a set of measures to influence the purchasing behavior of buyers of youth clothing in offline retail outlets based on the developed customer journey maps. The key hypothesis of the study is the assumption that the content of the stages of offline purchasing behavior depends on the reasons for purchasing youth clothing. Eleven additional hypotheses were put forward to test the key hypothesis. The study used general scientific research methods (analysis, synthesis, abstraction) and specifically scientific research methods (comprehensive analysis, survey, statistical methods of analysis), which ensured the reliability of the results and the validity of the conclusions. The specific results obtained by the author in accordance with the verification of the research hypothesis include clarifying the elements of customer journey maps, which are buyers of youth clothing in a real environment and developing a methodological approach to forming a set of measures to influence the purchasing behavior of buyers of youth clothing at offline retail outlets. The main results of the study include customer journey maps constructed based on the results of testing the proposed methodological approach using the example of the trading enterprise OOO “DAP” in June 2025. The practical significance of the study lies in the possibility of using the obtained results by offline sellers of youth clothing to plan measures that influence the purchasing behavior of their customers.