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Introduction. The study of consumer behavior in the era of acute competition is an effective tool in promoting sales and improve business performance. Theoretical analysis. In the article the author wording categories of consumer behavior in selecting high-tech products, studied the factors affecting the ability of consumers to solvent. Discussion of results. Based on the analysis of consumer behavior on the results of the survey developed scheme of consumer behavior in selecting high-tech products. Investigated stages purchase decision.

Introduction. Usually, the analysis of consumer behavior is closely connected with the necessity of evaluation of consumer preferences and their formalization in the form of so-called utility function. However, this approach has a number of difficulties, because consumer preferences are rather unstable. At the same time, the consumer’s budget there are expenses that are necessary, expenditure on these categories of goods may be reduced, but not to zero.

Introduction. In modern conditions is one of the main directions of improving the efficiency of the implementation of high-tech products put on the market the innovative community is the study of consumer behavior when choosing this product, factors influencing this process. Theoretical analysis. In the article considers the factors influencing consumer behavior in choosing high-tech products.

In the article the necessity of studying the behavior of the individual in selecting high-tech products, the output market innovation community. We propose an interdisciplinary approach to the study of consumer behavior in selecting high-tech products that appear on the market an innovative community at the junction of marketing, psychology, neurobiology. Theoretical analysis.