ABORDĂRI TEORETICO-METODOLOGICE PRIVIND COMPORTAMENTUL CONSUMATORULUI PRIN PRISMA PROCESULUI DECIZIONAL

Maria HĂMURARU, Veronica BULAT Universitatea de Stat din Moldova

Abstract

THEORETICAL-METHODOLOGICAL APPROACHES REGARDING THE CONSUMER’S BEHAVIOUR THROUGH THE DECISION-MAKING PROCESS Currently, the consumer’s decision-making process is an important topic of discussion among all economic entities producing and providing services. Thus, the marketing specialists within the companies are permanently preoccupied with the desires and needs of the consumers, with the stimuli, with the factors that influence the purchase choice, this being an important problem. The increasing complexity of economic life, as well as the technical-scientific progress have led to the need to know the mechanism of human behaviour, which is becoming more complicated and broader, but at the same time, more interesting and challenging. In the current conditions, the offer has multiple variants, consumers acquire many possibilities to choose products and services and the purchasing power of the population, together with the level of education and culture, has increased considerably, which influences the buyer to meet more sophisticated, high quality needs, an aspect that is immediately taken into account by the manufacturer, in order to meet their wishes. Thus, if the manufacturer does not distinguish these new customer options at the right time, the latter will go to another manufacturer. Keywords: economics, economic theory, consumer behaviour, decision making, marketing, economic factors, theoretical mechanism.