Tarbijaotsuste
Tarbijaotsuste refers to the process by which individuals or households decide what to buy, use, or dispose of to satisfy needs and preferences. In Estonian-language consumer behavior literature, the term covers both the cognitive steps and the social context shaping choices and their outcomes. A typical decision sequence includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Consumers may proceed rationally, seeking to maximize utility, but in practice decisions are influenced by heuristics, emotions, and social cues.
External factors include marketing mix elements such as product attributes, price, promotion, and distribution, as well
In practice, understanding tarbijaotsuste informs product design, packaging, pricing strategies, and advertising, as well as public