A NEW MARKETING PARADIGM: THEORETICAL ANALYSIS OF CONSUMER BEHAVIOR

The article provides a theoretical analysis of the evolution of approaches to studying consumer behavior, which is a key factor in economic development and an indicator of the population's quality of life. The research aims to systematize the main theoretical and methodological directions and to substantiate the formation of a new, interdisciplinary marketing paradigm. The limitations of the classical economic model of the "rational man" and its inability to explain real consumer practices are examined. The sociological and socio-psychological approaches are analyzed, revealing the influence of social structure, status, values, emotions, and the symbolic meaning of goods on consumer choice. Special attention is paid to behavioral economics, which proves the systematic and predictable nature of irrational aspects of behavior. It is concluded that the new marketing paradigm rejects a one-dimensional view of the consumer and is based on an interdisciplinary synthesis of achievements in economics, sociology, psychology, and behavioral sciences, which allows for the creation of more effective and customer-oriented marketing strategies.