The monograph is devoted to the study of consumer behavior as a key element of a marketing strategy. Understanding the motivation and behavior of consumers and taking into account the results obtained when developing marketing measures to influence the consumer is an absolute necessity for survival in a competitive environment and made it worth writing this monograph. The main emphasis is made on identifying the motives for the purchase and mastering the situations of consumption of the product and consumer preferences. Particular attention is paid to the study of general patterns, factors that determine consumer behavior. A separate section of the monograph is devoted to the study of a customer-oriented approach to the banking business.

When making marketing decisions, the authors propose to rely on an expanded vision of the consumer decision-making process, which combines the state, processes and factors of consumer market behavior.

The results of the study may be of interest to students of economic specialties, graduate students, researchers, teachers, marketers, and bank employees.