Coordonate ale cercetării comportamentului consumatorului

Abstract

In this article is pointed out that behavioristic research is a distinct and prior field for marketing researchers It is in continuous evolution, making available for decision makers new information about people as buyers and/or customers. It is of particular importance knowing the customer’s human psychic, all psychological processes as well as behavioral decisive factors. There are also described consumer approach methods; interaction between customer behaviour and bidder behaviour within the market; mutations that occur in buying behavior of people as a consequence of changes in perception, representations, thinking, values and other consumer features. Regarding this, the author considers that the marketing mix will adapt to changes and even anticipate the mutations which occur in customer behaviour and his expectations, in order to ensure efficient marketing relations.