Consumer Behavior Affecting Factors Leading to Increased Competitiveness During Holiday Season

Anda Batraga, Jelena Salkovska, Aija Legzdina, Ilgvars Rukers, Santa Bormane

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


A modern consumer nowadays has availability of enormous variety of products and services to choose from when making purchasing decision. This leads to high competition, and companies have to seek new ways and more effective communication measures to successfully influence decision making process of
consumers, as well as be creative to forecast consumer behaviour and increase market competitiveness. This is one of the reasons why behavioural research tools are important parts of management decision process. By being able to precisely define expected consumer activities, it is possible to forecast sales amounts, revenue, turnover, and also predict company development potential, especially in periods when sales hit high levels, for example, during holiday season. Consumer behaviour and actions are influenced not only by products,
perception of brand values and effectiveness of marketing communication, but also by cultural, social, individual and psychological factors. Analyses of cross-interactions of these aspects allows to reveal which purchasing behavioural model is the most dominating one when buying goods or services.
The aim of this research is to determine the most influencing factors of consumers in Latvia during holiday season, as well as evaluating effectiveness behind various holiday marketing solutions, in order to make argumented marketing decisions to increase competiveness of a company. The research results allow to indicate factors which affect consumption habits, and, based on that, proposals of upgrading marketing solutions for festive periods are revealed, including recommendations for improving marketing communication,
appropriate methods of goods and services differentiation, methods of consumer segmentation and other aspects which sharpen competitive edge of a company.
Original languageEnglish
Title of host publication19th International Scientific Conference "Economic Science for Rural Development"
Subtitle of host publicationProceedings
Place of PublicationJelgava
PublisherLatvia University of Life Sciences and Technologies
ISBN (Electronic)978-9984-48-293-4
Publication statusPublished - 2018
Externally publishedYes
Event19th International Conference "Economic Science for Rural Development" - Jelgava, Latvia
Duration: 9 May 201811 May 2018
Conference number: 19

Publication series

NameEconomic Science for Rural Development
ISSN (Print)1691-3078


Conference19th International Conference "Economic Science for Rural Development"
Internet address


  • Consumer behaviour
  • competitiveness
  • marketing communication tools

Field of Science*

  • 5.2 Economy and Business

Publication Type*

  • 3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database


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