Highlighted types of consumers, the system situational factors of consumer behaviour in the market B2C. As situational factors considered physical environment (sensory, psychological, organizational elements) social environment (large and small groups of people); time of purchase; the purpose of the consumer; previous condition. The main changes in the social environment due to the emergence of COVID-19 are highlighted: the need to take precautions: minimize contact with other people and, if possible, stay at home; transformation of almost all communications into online and elimination of complex unique trade offers in communications; growing demand for video content as potential customers have more time; increasing the number of queries in search engines; growing share of mobile traffic. The expedient directions of modernization of marketing strategies of the enterprises working in the B2C market in the conditions of a pandemic are offered. Such a marketing strategy is a strategy of omnic marketing, which includes four components: sociality (increasing attention to health and safety of employees and customers), image (formation and maintenance of the image of the business entity for which customer health is more important for profit), restructuring (conducting an inventory of business projects to close currently inefficient), multichannel (providing courier delivery of goods, transferring customers from offline to online stores and the dominance of digital marketing).
Keywords: situational factors; consumer behavior; B2C market; marketing; marketing strategy; sales; marketing environment.