RATIONAL CONSUMER BEHAVIOR WHEN PURCHASING

Abstract

If we have to define the concept of "consumer behavior", we can generally define it as the relationship between the consumer and the companies that offer certain goods or services. Sales of goods and services in the market depend on consumer behavior and willingness to buy. The imposition of goods on the market depends on the willingness of customers to purchase and own them. Consumer behavior is determined by a number of factors: social, personal, cultural and psychological. User behavior depends on the type of purchase – accidental or planned. Depending on the reaction in the behavior during the purchase, we distinguish several types of behavior: complex (when buying a durable good, e.g. a car); uncertain (fluctuation from the time of use of a given product - e.g. one-time use); formed (the goods are offered by the seller); habitual (buying the same products every time). Consumer behavior is formed over a long period of time and passes through the following stages: desire, search, evaluation, purchase, satisfaction. In the article, we will try to track the consumer's behavior during a purchase decision and defend the thesis that the emotional state and attitude are decisive for rational behavior. The methods of analysis and evaluation will be a review of literature sources and author theses and statistical data.