Evaluation of consumer preferences as the main element of the strategy for the implementation of marketing projects

The article discusses the importance of assessing consumer behavior in the development of marketing strategies of the organization. The paper presents the main directions of studying consumer behavior, such as the study of consumer habits and preferences, the study of the purchase decision-making process, the study of the level of satisfaction and loyalty of consumers and consumer segmentation. The paper also presents the main indicators of consumer preferences, analyzes the factors influencing consumer preferences.