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Rational Consumer Behavior and Its Importance for Real and Simulated Business Environment


  • Gheorghiu Gabriela

    () (“Ovidius”University of Constanta, Faculty of Economic Sciences)


Whether they operate in a real or simulated business environment, the success of economic activity undertaken by producers/traders depends on understanding the behavior of current and potential customers, by studying the mechanism by which they take consumer decisions under the influence of internal and external factors whose divergence or convergence may affect the quality of their satisfaction. Orthodox vision on the consumer looked upon as a rational economic agent, often criticized for its limits, has been repeatedly improved, demonstrating the attraction force induced by its validity in the individuals’ daily life.

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  • Gheorghiu Gabriela, 2011. "Rational Consumer Behavior and Its Importance for Real and Simulated Business Environment," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 503-508, May.
  • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:503-508

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    References listed on IDEAS

    1. Nicolae Al. Pop & Anca-Daniela Vl?doi, 2009. "The marketer-a complex specialist, a man of concept, decision and action," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(25), pages 9-20, February.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
    3. Grigorescu, Adriana, 2009. "Renewal marketing management in public and business organizations," MPRA Paper 25128, University Library of Munich, Germany.
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    More about this item


    rationality; rational consumer; demand; efficiency;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory


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