IMPROVING THE USE OF CONSUMER BEHAVIOR RESEARCH AND ETHICAL MARKETING TOOLS IN THE WINE MARKET

Abstract

The basic approach of the concept of social and ethical marketing is to determine the needs, desires and interests of the target markets, to ensure the desired level of satisfaction in effective ways aimed at maintaining and increasing the well-being of the consumer and society as a whole. The implementation of the social and ethical marketing concept requires a balance of three factors: the profit of the producing organization (industry, state), purchasing needs and the interests of society. There are also five basic principles of ethical marketing. It is necessary to create evaluation metrics to analyze the state of compliance with the basic principles of ethical marketing in the practice of all enterprises.