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Theoretical and Applied Economics
No. 12 / 2012 (577)

Aspects regarding the analysis of the rationality of the buying decision of the Romanian consumer

Corina PELĂU
The Bucharest University of Economic Studies

Abstract. One of the biggest challenges of economic theory is to determine the effectiveness and efficiency of economic activities and processes. In terms of consumer behavior this can be defined by the rationality of the buying decision. In this article there are presented several theories that have defined over time and still influence the rationality of the consumer. There are also presented the results of a research which aims to analyze the rationality of the consumer. In particular there are analyzed the relations between different quantitative aspects of the buying decision and the impulsive buying reactions of the consumer.

Keywords: consumer behavior; buying decision; economic rationality.

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