Proces decyzyjny konsumenta na rynku

Trends that we can observe in consumer behaviour on the market are an extremely val uable source of information for entrepreneurs. The insight into these trends and theirknowledge allows the selection of appropriate marketing tools that allow more precise control of their behaviour. Consumer purchasing behaviour varies strongly depending on the type of goods which consumers purchase. All the conditions necessary for purchasing decisions should be analysed in detail and are the basis for strategic decision making and the foundation of the decision to adjust the product offer according to the needs and expectations of consumers, and thus increase their level of satisfaction. The purpose of this article is to present a theoretical basis of the consumer’s decision-making process about the purchase of products or services oered by various producers on the market.