End Consumer

a In the marginalist theory, establishing a formal construction and associated sobrematizada where the consumer in an environment where the market was acting articulated and all these operators maximize the benefits offered thereby maximizing the benefits of relationship between organizations and benefits for each consumer individual that are ultimately expressed its satisfaction. Whenever there is a need, satisfaction becomes a potentiation of individual consumption tends to increase and maximize their utility, a relationship that is presented today as object acquisition and utility of the object, is where the principle is presented of homo-economicus rationality which has demanding and looking for a more high satisfaction making it the absolute master of their purchasing decisions and use. With these subjective thoughts disappeared collective social relations and the study of these behaviors were made taking into account individual units that collective actions are characterized in many acts of individual units, the collective elements are not presented as its own conduct but are presented as a simple summation of individual behavior 1. The company has established itself as a conglomeration of sovereign individuals, individuals that form a critical thought in search of decisions that are unique in being but in the end will be shared by others. a When originated marginalist neoclassical utilitarianism emerges stronger consumer research scheme that is where consumption is taken as methodological individualism and openness that gave way to a structure of consumer research that was with the environment to economic and social, striking a balance that made him a particular point of observation. .

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