| Abstract [eng] |
In Master’s work, on the ground of analysis of scholarly sources, there is analyzed object, given system of models and revealed determinants of consumer behaviour. The paper presents consumer behaviour research methodology and gives procedures on planning and organizing the processes which the consumer goes through to decide upon his/her actions. There have been identified and estimated main factors which influence consumer decision making process in JSC “Juodasis gintaras”. According to the research results, the hypothesis that the buyer decision making process, which depends on a lot of factors, should have holistic analysis has been confirmed. |
