Comparative analysis of consumer path models in real and digital environments

The proposed material presents the results of the analysis of the state of research in the field of the consumer route model being in demand in marketing activity. The approaches concerning the implementation of this model in cases of a real and virtual product are compared. It is shown that these approaches differ significantly. The state and options for using the sales funnel model, which reflects the key stages of the consumer path on the way to achieving the desired purchase, are analyzed. It is shown that consumer experience has a significant impact on the results of sale of all possible types of products. In the case of a virtual product, the need to consider return movements, which are presented in the form of feedbacks, also arises. Moreover, these feedbacks can be either positive or negative. The differences in the customer path options depending on the type of industry, product, and company activity are critically examined. The impact of external and internal factors on the formation of this path and the content of each constituent stage, including its fundamental difference for virtual products, are analyzed. The conclusions state that the digital environment for companies makes it possible to flexibly adapt their approaches to modeling the consumer path, and that they have access to more efficient tools for rebuilding its routing.