Transformation of the Theoretical Approach in the Study of Consumer Behavior
The increasing intensity of competition in globalized markets naturally draws the interests of producers of goods and services in different countries to study the mechanisms of consumer choice and the possibilities of using these tools to achieve their goals. This problem is not only of theoretical and practical interest. As consumers navigate the abundance of goods and services, how to choose, which would maximize the usefulness and cost – minimal? Consumers often look for answers to these questions intuitively, based on experience, trial and error. Entrepreneurs spend a lot on market research in an attempt to understand the peculiarities of consumer choice and influence on the behavior of households.