theory of consumer behavior - is the most important section of the economy.He studied psychology, especially the average person in certain situations.This theme becomes extremely relevant in the modern capitalist world.This section examines the formation of the economy demand.Let us try to look into what is a theory of consumer behavior.
When a person acquires any product, it is guided by the relation of its value to the amount of their personal funds.It is understood that the behavioral characteristics of individual consumers.When a purchase is taken into account that the person comes from the limitations of their budget.This consumer always has three basic questions:
1) What exactly should purchase?
2) What money?
3) Does the budget to make a purchase?
man also guided by the principle of utility.That is, it selects those products from which the most of advantages over other embodiments.The utility refers to the degree of satisfaction of needs.Demand for the products can be divided into two categories:
1) function.That is, a person buys a product or service, guided by their consumer properties.
2) Non-functional demand.That is, the individual acquires goods, is not guided by its consumer properties, and any third-party cause.Nonfunctional demand is also divided into three types:
- Social ("snob effect").The man in this case acquires the economic benefits that are most popular in the society as a whole.
- speculative.This kind of demand depends on the so-called "effect of Verlaine," or from a high inflationary expectations.
- irrationally.This kind of demand implies an unplanned purchases made under the influence short-term expectations.The theory of consumer behavior provides that a person acquiring or that good, does it rationally.The considered view of the demand violates this axiom.
budget constraint implies a certain limits, beyond which satisfaction can not go.For example, a person receives a salary.In her it will be able to buy a limited number of goods.
Consider the basic hypothesis on which the theory of consumer behavior:
1) Money is always limited budget people.
2) for all kinds of products and services are set prices.
3) consumers exercise choice of a product yourself.
4) All persons on purchases tend to rational behavior.That is, they take into account the level of utility products.
Considering the pattern of behavior of the consumer, not to mention the factors affecting the choice of those or other benefits.These include age, gender, educational level, any personal reasons.Consumer factors also serve certain psychological aspects, that is the temperament of man, his character.The choice affects the cultural level, for example, the individual may refer themselves to any subculture.Social factors also relates to the subject.For example, it may be a man's attitude to any political group.Economic factor too is important.It can be attributed income person, the cost of certain goods.
As is apparent from the article, there are very different models of consumer behavior.The formation of the demand is influenced by a set of interrelated factors.It should also be noted that a clear and complete understanding of consumer psychology is extremely important in the world market economy.
