Economic and psychological aspects of consumer behavior in marketing

The article examines the economic and psychological aspects of consumer behavior in an integrated manner, presenting an analytical framework that reflects the multidisciplinary nature of modern marketing science. The study demonstrates that consumer decisions are shaped not only by economic factors such as price, income, and utility, but also by psychological determinants including perception, motivation, emotional responses, and social influence. The limitations of classical rational models increase the relevance of behavioral economics and psychological theories. The results of a survey conducted in the city of Baku reveal that consumer choices differ significantly depending on age, income level, and social status. The article emphasizes that the effectiveness of marketing strategies depends on the integration of economic and psychological factors and puts forward practical recommendations for companies.