"Typology of approaches";Characteristics
Economic;"Maximum rationality of behaviour. The main factors of choice are the consumer’s income and the prices of the product or service."
Sociological;"The importance of the influence of social ties and the structure of society on behaviour."
Socio-psychological;"Irrationality of behaviour. Behaviour depends on personal motives and characteristics."
Behavioural;"Irrationality of behaviour. The impact of external risks. The significance of emotions and feelings."
Marketing;"Importance of the goals, needs or wishes of consumers."