Global Trends in Consumer Behavior and Their Impact on the Formation of Innovative Product Policy of Enterprises

Abstract

The paper examines global trends in consumer behavior and their influence on the formation of innovative product policy of enterprises. Particular attention is paid to the role of digital transformation, personalization, sustainability, and data-driven marketing in shaping modern consumer expectations. It is substantiated that understanding global behavioral patterns enables companies to develop adaptive product strategies, improve competitiveness, and ensure sustainable market growth.