CONCEPTS AND THEORIES REGARDING THE BEHAVIOR OF THE CONSUMER OF PRODUCTS AND SERVICES

The essential component of human behavior, the consumer’s behavior restrictively, reflects people’s conduct when it comes to buying and / or consuming material goods and services. At large, it comprises the entire conduct of the final user of material and immaterial goods. The study of the behavior of the consumer is vital for an enterprise in the motivation of the consequences that it carries along regarding all the decisions of marketing : the positioning of the brands, the segmentation of the markets, the development of new products, advertising strategies of distribution etc. The analysis of the consumer’s behavior, because of the fundamentally different nature of the acts and processes of decision that compose it, is characterized by its multidisciplinary origin. Thus, economy, such as psychology, sociology, anthropology permitted the laying of the conceptual foundations of the actual knowledge in this domain. Even though the interdisciplinary character of the consumer’s behavior investigations is recognized, there are, however, numerous points of view in the specialty literature that plead for the autonomization of this domain. This thing doesn’t impose though its separation from the marketing studies.