Koncepcyjno-metodyczne problemy badania racjonalności zachowań konsumentów
Rationality, with reference to consumer behaviours, has relative but also specific character. Operations that are based on logical reflections, concerning relation between goals and means to achieve them and also between consumer live conditions, are recognized as rational. Purposefulness, awareness of operating, determine the basic matter in consumer behaviour assessment. Diversity of consumer behaviour subject and its rationality determine complexity of researches. Necessity of solving the main conceptual and methodical problems in these researches is determined by existence of so many criteria of rationality assessing and so many different rates.