Tendencies Shaping Consumer Behaviour in the Present Context

Due to the multiple interdependences and parameters emerged from the coalescence among consumer behaviour, economic and human behaviour in general, there is a vast interest in the study of consumer behaviour, and not just in the field of economic sciences. As a direct consequence of the social and economic development of modern societies, the study of consumer behaviour has undergone an important development process and is permanently enriched with new contributions. At present, consumer behaviour is interpreted not solely through the act of buying, but also as far as its impact on our lives, on the way we perceive our own image and ultimately on our state of being is concerned. The current context shaped by the economic crisis is remodelling mentalities and re-lays the foundation for a new conceptual model of determinants of consumer behaviour. This paper aims therefore at presenting the current frame of consumer behaviour manifestation and the main influences considered to have an impact on consumer behaviour during the historical development of the field. Further, it aims at presenting several tendencies in consumer behaviour determined by the present context.