Consumers’ behaviour answers these questions: when,
why, where and how consumers buy or not some kind of good or services. Concept
consumer behaviour refers to an individual decisions and actions to satisfy
their needs. Several different definitions of the concept of consumer behaviour
are presented. According to Virvilait? (1997), consumer behaviour is an individual’s
actions related to the acquisition and consumption of a product, and includes
his actions from the occurrence of a problem that can be solved by the
acquisition of a product before the reaction to an already acquired and
consumable product. A different definition of the concept of consumer behaviour
is presented in Urbanskien?, Clottey and Jakštys (2000). The authors describe
consumer behaviour as a human activity in acquiring or using a product, a
service that includes decision making processes that take place before and
after purchases. Kotler, Amstrong, Saunder, and Wong (2003) understand consumer
behaviour as behaviour that involves individuals and households in the purchase
of goods and services for personal use. According to the definitions given by
different authors, it is evident that understanding the concept of consumer
behaviour is similar. To sum up, the understanding of author’s behaviour can be
explained in Mowen and Carlson’s (2003) definition that consumer behaviour is
the pursuit of people to meet their desires and needs by purchasing and using
goods and services. According to Mowen, consumer behaviour can be treated as a
model (Table 2). It is stated here that because of many goods and services,
consumption and acquisition are determined by different external
(environmental) and internal (personal) factors. From the presented model, it
is seen that consumer behaviour primarily depends on external (environmental)
factors. By evaluating both external (environmental) and internal (personal)
factors, follows the purchase process. According to the presented model, first
of all, the user deliberately purchases only large, expensive purchases.