MARKETING STRATEGIES FOR SHAPING CONSUMER PURCHASE DECISIONS IN THE CONTEXT OF THE TRANSFORMATION OF CONSUMER NEEDS WITHIN THE DIGITALIZATION

Abstract

This study examines the transformation of consumer needs in the digital economy and the deconstruction of Abraham Maslow hierarchy of needs in contemporary conditions. The research focuses on the impact of digital factors—such as ratings, visual content, brand reputation, and social influence—on consumer behavior. Empirical analysis was conducted using chi-square tests, correlation analysis, and multiple regression modeling. The findings reveal that in the digital environment, consumer needs no longer follow a strictly hierarchical order but rather manifest in a parallel and interconnected manner. Notably, social and self-expression needs have become dominant in shaping purchasing decisions. Using national restaurant services as a case study, the research demonstrates the integration of functional and symbolic value in food choice behavior. The results highlight the importance of integrating digital communication, social influence, and cultural factors into restaurant marketing strategies. The study emphasizes the necessity for contemporary marketing to transition from conventional price-quality strategies toward emotionally driven and value-based approaches.