consumer's preferences and wealth (income, resources) are viewed as exogenous quantities in the neoclassical theory. They are not explained in the framework of the model, but they are viewed as the given ones. Methodological individualism, rational behaviour, equilibrium and perfect information of consumer are the further features of this concept. Simple precautions are the necessary condition for model application.Methodological individualism means that the principles of the individual subjects behaviour are the most important determining factors of the model functioning. These subjects act according to maximizing of the total utility in the given conditions. The concept of equilibrium is static. The perfect information precondition need not to be necessary fulfilled because the contemporary concepts of the consumer's behaviour function in the conditions of risk and uncertainty.institutional concepts of consumption are derived from the T. Veblen's theory of the leisure class consumption. The preferences are influenced by the position of the consumer subject in the social hierarchy and by activity of firms. According to J. galbraith, firms can create partially the desires of the consumers. not only the preference, resources and the individual behaviour, but also social institutions are important factors of consumption in the institutionalism concepts. consumption is viewed also as a social behaviour. Psychological aspects of the consumer subjects' behaviour are also important. in the modern concept of consumption, there must be viewed all aspects of it.consumer behaviour is based on the decisionmaking of individuals spending their own resources (i.e. time, money and efforts) in order to obtain the items associated with consumption. This form of behaviour involves the reasons why, when, where, how often and what people buy, how often they use the purchased items, how they evaluate them after the purchase and in which way these factors influence their future purchases (Stávková et al. 2007).
MATERIAL AND METHODSModels resulting from the Pareto's equilibrium concept are the basic part of the neoclassical theory
Consumer's behaviour on food markets
Chování spotřebitele na trhu potravinKarel ŠRÉDL, Alexandr SOUKUP
Faculty of Economics and Management, Czech University of Life Sciences, Prague, Czech RepublicAbstract: The article is interested in the problems of consumer's behaviour in the food market and namely the determining factors of his (her) behaviour according to the neoclassical theory approaches and its modern modifications, which are compared here with the concepts of other authors. it also is interested in the possibilities of the marginalist analytical apparatus in the consumer's decision-making.Keywords: cardinalism, ordinalism, neoclassical theory, agricultural products, food markets, marginalist analysis Abstrakt: Příspěvek se zabývá problematikou chování spotřebitele na trhu potravin, činiteli determinujícími jeho chování především podle přístupů neoklasické teorie a jejích moderních modifikací. Jsou p...