Abstract:

Marketing as a problem - solving science is profoundly involved in the study of consumer behaviour. All management decisions concerning marketing activities and researches are founded in some way on hypotheses regarding the behaviour of consumers and their passing at buying decision and the means to influence this decision through marketing actions . The consumer is the aim of all the efforts of production and marketing and the knowledge of consumer social, economical and demographical characteristics and is indispensable to assure the continuity of supply and demand relations in the frame of the market segments . Only through the consumer behaviour analysis it can be estimated the effects of marketing decisions, the value of different strategies, the viability of marketing in this wholeness.