Theory Of Varied Consume Choice Behavior And Its Importance

A changing theory of consumer choice behavior and its importance For decades, scholars and practitioners have been disappointed with the limited ability of psychological or marketing models to forecast individual choices at specific opportunities It was. In this paper, we describe a theory that explains the extent to which existing models ignore the important influence of generating selected behavior of various individuals. The focus of this article is in the order of purchasing products. It also includes discretionary actions and activities.

Consumer choice is one of the important and important aspects of consumer behavior. The correlation between consumer choice and decision making process is reflected in economic utility theory as well. In general, customers purchase products and services and benefit from their use. Although the above utility theory focuses on results and results, consumer behavior highlights the process of consumer purchasing. Consumer behavior theory and research clearly explain the influence of situation factors on consumer behavior and the differences between individuals facing the same conditions.

Consumer purchasing behavior theory was examined at an early stage. Cognitive theory suggests that consumers start a search process to restrict the set of product choices for making purchasing decisions. This search process includes not only in-memory internal search, but also external search from public or social sources. (Mackenzie, Scott and Lutz, 1989). Decision process and physical activity including acquisition, evaluation, use and disposal of goods and services. The definition clearly indicates that it is not a process of purchasing goods and services but a process that begins before products are purchased. The purchasing process is usually done in the head of the consumer and leads to the search for substitutes among products that may be used (Daubman and Nowicki, 1987).

Rational choice theory usually considers selective behavior of individual decision units first, but the choice behavior in economics is often consumer and enterprise. According to theory, individual decision-making units are larger groups, such as buyers and sellers of specific markets. When individual actions are established, analysis usually continues to examine ways in which individual choices interact and produce results. So what do you mean by arguing that choice is reasonable? In rational choice theory, it means that the agent's choice reflects the most favorable possible choice in the given opportunity. In other words, the choice must reflect the maximization of utility. Elinor Ostrom defines the rational choice theory as a guide to "human understanding as self-interest and short-term maximization in human work" and "behavioral approach of rational choice theory of collective action". (AUSTREAM 2)