A theoretical construct for the specificity of consumer behavior

From a theoretical point of view, consumer behavior can be defined as aninterdisciplinary field of marketing that deals with the study of the following questions –“When?”, “Why?”, “How?” and “Where?” do consumers buy or no products given. The studyof consumer behavior is associated with the study of many elements, from different areasof the following directions – psychology, sociology, social anthropology and economics.The relevance of the present study is directly dependent on the behavior of users for thecompany’s activities. In the context of the issues considered in this way, the main goal ofthe present work is to build a theoretical construction related to the author’s views on theessence of consumer behavior and its classification, and on the thus constructed pedestalto present the different models of consumer behavior. In order to achieve the main goalthus set, the following approaches should be applied: systemic and systemic-situationalapproach; inductive and deductive approach; approach of transformations, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy,including a combination of them, acquires significance. As a result of the conducted theoreticalstudy, the following definition of the concept of “consumer behavior” was derived: itcan be defined, on the one hand, as a section of marketing that seeks answers to a numberof questions related to what satisfies consumers, and on the other side, as consumer activityinfluenced by both internal and external factors, as well as by passing through certainstages of the decision-making process for the purchase of a certain product. The emergenceof a series of questions related to how consumer behavior affects the activity of theenterprise creates a prerequisite for the formation of research interest as the present one.