Consumer behaviour

Аннотация

The textbook has been prepared in accordance with the requirements of the educational standard of the discipline. Modern concepts, approaches and methods of managing consumer behavior in the market of goods, services, ideas in the context of globalization are presented. External, or social, and internal, psychological, factors of consumer behavior are described, as well as the possibilities of their use in marketing to influence the consumer's purchase decision process. It is accompanied by methodological materials for independent work, therefore it can be used in conditions of self-education and distance learning.