MARKET COMPETITION DETERMINANTS OF CONSUMER BEHAVIOR

Abstract

The purpose of this work is the analysis of consumer behavior, as well as the analysis of economic, social, cultural, and psychological influences on consumers when choosing and purchasing special products. According to Schiffman and Kanuk (2009), consumer behavior is the behavior that consumers manifest during the search, purchase, use, evaluation, and disposal of products and services that they expect to satisfy their needs, and the purchase includes a psychological process according to which consumers who have identified their needs, collect information, and find the way how to fulfill their needs and desires (Kurtz & Boone, 2009). During the research, comparative economic analysis methods and statistical methods will be used. As an instrument, the multifactor leadership questionnaire (MLQ) was used as a psychometric method (Bass & Avolio, 2000), and with the psychographic analysis that measures the lifestyle. The results of the research will be very useful because they will help further research on this issue. As many times as research on this topic are done, we will see that the results are different because consumer behavior is very complex and changing, therefore continuous study is required, which will always include all the changes that are made in the environment.