A MODEL OF CONSUMER'S ATTITUDE TOWARDS DURABLE GOODS

Attitude, as elementary process of consumer's behavior is one of the most widely discussed topics in the research addressed to consumer behavior study. Study of consumer attitudes knows an impressive history that transcends scientific literature on consumer behavior, originating in psychological studies of human and social behavior. The present research aims to underline de importance of attitude as behavioral process upon the decision purchase process. The model proposed by the authors is verified in the research conducted. The research itself shows how attitude dimensions influence different steps of the decision process and underlines the impact of attitude on the customer choice of car brand. The paper also presents the limits of the proposed model and possible directions for further studies...