ИСТИНА

We examined the specificity of consumer decisions in different situations: the situation of the making planned decisions (carried out purposefully, deliberately), the situation of the making impulsive decisions (ongoing spontaneous, unplanned), the situation of making the decision to refuse consumption. In this study the role of socio-psychological factors of consumer behaviour was clarified. We had allocated a number of factors for the three situations making consumer decisions. Each factor is characterized by descriptiveness, as well as the coherence of its constituent variables. Each variable included in the factor has a certain load, reflecting its correlation with the factor. Conclusions: 1. Socio-psychological factors have a significant impact in all situations in consumer decision making process: planned, impulsive, the decision to refuse from consumption. Socio-psychological components were detected in almost all factors. 2. The main socio-psychological regulators of consumer's decision making process are features of group membership of consumers, consumer preferences and attitudes, as well as the need for communication. 3. Consumer preferences may be determined in accordance with the characteristics of group membership and Vice versa – the consumer process oneself to certain social group based on their preferences. 4. Great influence on the formation of consumer preferences and attitudes provides information from the media, advertising, and social fashion. 5. For all situations of decision making, the specific factors as well as the similar factors were identified.