DIGITAL BEHAVIOR OF CONSUMERS IN KAZAKHSTAN: APPROACHES TO ONLINE PURCHASE AND THE RELATION TO ADVERTISING IN SOCIAL NETWORKS

Purpose – the purpose of the study is to collect and analyze data related to the behavior of consumers who satisfy their consumer needs with the help of e-commerce and Internet marketing services. A study aimed at identifying consumer habits, goods and services that are consumed on the Internet, the impact of advertising in social networks on the promotion of commercial products.
Methodology – the survey was conducted using a properly designed questionnaire. After discussing the goals and objectives of the survey, we distributed the questionnaire online using the special Google forms application on social networks. The questionnaire was used in a pilot survey of five participants, in which the time required for the answer was recorded, as well as some of the possible shortcomings of the questionnaire, which were then corrected before its final distribution. In total, 69 people were polled at the request of the respondents.
The demographic structure of the respondents is Internet users, the economically active population, age group in the context of 25-44 years (61%) and 15-24 years (33%), male (27.5%) and the overwhelming majority of women (72.5%), working in various fields, including students.
Originality/value – the uniqueness of the survey, in which Kazakhstan Internet users participated.
Findings – survey results showed that out of 100% of respondents, 33% often buy 57% sometimes or rarely make purchases, the remaining 10% never bought online. Fewer than half of respondents surveyed buy consumer goods online several times a season or even rarely. One or several times a month, consumers pay, such services as communications, the Internet, housing and communal services, banking services, several times a season or a year - travel services, air and railway tickets and the services of insurance companies. Kazakhstan's Internet users, as compared with consumer goods, buy services more and more often. This is due to distrust and doubts about the quality of the goods and the security of the transaction. In the majority, respondents have a negative or neutral attitude to advertising in social networks, but some positive answers from respondents suggest that advertising may influence the decision to purchase.

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