Consumer choice theories and their applications

In the course of his life a man has to eat, dress, protected from adverse weather conditions, to resist and to keep your body in good condition, that is, to meet a variety of their needs. Almost insatiable human need, as always, there are limitations to their full satisfaction, such as land, labor and capital. Therefore there is a need for an economic choice, the need for resources to be allocated in such a way as to best meet their own needs. The satisfaction of human needs is carried out through the use of various goods and resources. Limited resource of cash income may be allocated between current and future consumption, between durables and momentary consumption between a small number of expensive and lots of cheap goods.
At the heart of the formation of market demand for the benefit of any of its individual solutions are consumers, ie the individual demand. Finally, in a market economy, manufacturing activity is limited and depends on the behavior of consumers. Relevance of the topic chosen is that the issues raised in this thread, are of great practical importance for each individual or group of people as consumers or producers, as well as for the inte
ational community as a whole, as a single economic system.
The purpose of writing the work: the study of the theory of consumer behavior and its development in today's market. Purpose of the following tasks: to explain the essence of the theory of consumer behavior, to identify approaches to the analysis of utility and demand; explore and map of indifference curves; define the concept of the marginal rate of substitution, explore the features of the location of the budget line, to determine the characteristics of the mode
consumer market, explore the features of consumer behavior in Russia at the present time.
The theory of consumer choice - a model that describes the behavior of individual consumers. This theory provides an answer to the question of how much of each product under certain conditions, the...

Thus, it can be concluded that the behavior of consumers, both individual and collective boils down to the final consumption of goods and services to meet specific needs. Aware of their needs, the buyer begins to choose from the offered range of products (services) of the one that fits their needs, tastes. Consumers differ significantly by age, level of education and income, as well as their tastes and preferences.
The emergence of the theory of consumer behavior was associated with the work marginalists as one of the main provisions of Marginalism is the principle of economic man. The theory of consumer behavior has been studying a set of principles and laws, guided by which each individual creates and implements its own set of consumption of various goods, following the most complete satisfaction of their needs. This theory is conce
ed with the concepts of total utility (ie, the total benefit from a certain amount of goods) and the marginal utility (the degree of satisfaction of the needs for increasing the number of goods).
To analyze the usefulness of the use of quantitative and qualitative theory. The quantity theory of utility is based on the hypothesis of the possibility of comparing different benefits on the basis of correlation of the utilities measured in specific units. Qualitative theory does not imply absolute and relative measure of utility, which shows the preference of the consumer.
Graphically, the system preferences of the consumer is represented by indifference curves. This is the locus of points, each of which represents a set of two goods that the consumer does not care which of these sets to choose from. When one of the two commodities arises the concept of the marginal rate of substitution. Marginal rate of substitution of good X Y is a good amount of good Y, which should be reduced by increasing the good of X by one unit so that the level of customer satisfaction has remained constant.
Selecting an individual is formed not only under...