Стратегически аспекти на потребителското поведение и основни парадигми в неговото изучаване
Strategic Aspects of Consumer Behaviour and Basic Paradigms in Consumer Behaviour Study

Summary/Abstract: The question of strategic aspects of consumer behavior is the subject of many researchers' discussions. There are two opposite points of view: the first is that consumer behavior has a strategic aspect and it is of particular importance for the marketing strategy and the opposite – consumer behavior at all should not have a strategic focus. In classical marketing for fundamental philosophy and paradigm is accepted positivism, which is also a basic principle in the theory of consumer behavior. But, in the last two decades, positivism loses its position among the scientific community, and gives way to postmodernism, also called interpretationalism. In the future, positivism and postmodernism will continue to apply, discussions will continue, but the direction is optimistic and the ultimate goal is a deeper and more realistic understanding of consumer behavior.

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