Abstract:

The article presents a classic model of consumer behaviours and contemporary concepts describing the market decisions of buyers. It also lists the factors that are the main determinants of the changes observed.  Using the case study analysis, the author of the article also shows the effectiveness of the methods of influencing the consumer's market decisions based on non-rational arguments.

The author also predicts the directions of future research on consumer behaviour, based on the analysis of the literature of the subject and the case studies conducted.