The theory of consumer behavior is the most importantsection of the economy. He studies the characteristics of the psychology of the average person in certain situations. This subject becomes unusually relevant in the modern capitalist world. This section of the economy is studying the formation of demand. Let's try to understand what constitutes a theory of consumer behavior.
When a person purchases a product,he is guided by the ratio of its value to the amount of his personal money. It is understood that the behavioral characteristics of the consumer are individual. When making a purchase, it is taken into account that a person proceeds from the limitations of his budget. At the same time, the consumer always poses three main questions:
1) What exactly should be purchased?
2) What money?
3) Does the budget allow you to make a purchase?
The person is also guided by the principleutility. That is, he chooses the products that have the most advantages over other options. Utility means the degree of satisfaction of needs. The demand for products can be divided into two categories:
1) Functional. That is, a person buys products or services, guided by their consumer properties.
2) Non-functional demand.That is, an individual purchases products, guided not by its consumer properties, but by some third-party reasons. Non-functional demand is also divided into three types:
- Social ("snob effect"). The person in this case acquires those economic benefits that are most popular in society as a whole.
- Speculative. This type of demand directly depends on the so-called "Verlaine effect", or on high inflation expectations.
- Irrational.This type of demand implies unscheduled purchases made under the influence of short-term expectations. The theory of consumer behavior says that a person, acquiring certain benefits, does it rationally. The considered type of demand violates this axiom.
Budget constraint impliescertain frameworks beyond which needs cannot go. For example, a person receives a certain salary. On it he will be able to acquire a limited amount of benefits.
Let us consider the main hypotheses on which the theory of consumer behavior is built:
1) People’s budget is always limited.
2) Prices are set for all types of products and services.
3) Consumers make the choice of a product independently.
4) All people when shopping tend to rational behavior. That is, they take into account the level of utility products.
Considering the model of consumer behavior, it is impossiblenot to mention the factors influencing the choice of certain goods. These include age, gender, educational level, any personal reasons. Consumer factors are also certain psychological aspects, that is, the temperament of a person, his character. The choice is influenced by the cultural level, for example, an individual can attribute himself to a subculture. The social factor also applies to the subject matter. For example, it may be the attitude of a person to any political group. The economic factor is also important. To it can be attributed the level of income of a person, the cost of certain goods.
Как очевидно из статьи, существуют совершенно different patterns of consumer behavior. The formation of demand is affected by a whole complex of interrelated factors. It is also worth noting that a clear and complete understanding of the psychology of the consumer is extremely important in the world of market relations.
