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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.

Suggested Citation

  • 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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    rationality; rational consumer; demand; efficiency;

    JEL classification:

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


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