| Name of the approach |
Description of the approach |
| Economic approach |
Based on the assumption that the consumer is rational and guided by the rules of maximizing utility. Following consumer preference factors are analyzed: consumer's income level;price of the product;characteristics of the product;the ability to replace one product with another. |
| Sociological approach |
Based on the assumption that the main role in consumer behaviour is played by the social environment to which the consumer belongs or wants to belong. Following consumer preference factors are analyzed: social factors;cultural factors. |
| Psychological approach |
Based on the assumption that the main role in consumer behaviour is played by the consumer's inner qualities. Following consumer preference factors are analyzed: psychological characteristics of the consumer;type of personality;the consumer's life experience. |
| Marketing approach |
Based on the fact that consumer preferences are influenced by a set of factors:individual customer characteristics;marketing impact;external environment, taking into account the economic, political, social and geographical aspects of environmental impact. |
