Theoretical Approach To Food Consumers' Attitudes The studies of consumers' attitudes and the resultant theories and schools focus their attention on the consumer among the protagonists of the market. The researches are aimed above all at establishing the reasons motivating the consumer to his/her actual behaviour. The first theories of consumers' attitudes had evolved from economic theories; they accepted the starting premises that the consumer was striving to maximize the usefulness parameters /price, product-quality, time-convenience/. A major deficiency of those theories is the study of an imaginary average consumer, disregarding the individual's attitude and scale of preferences; thus they fail to make a real analysis. The marketing outlook attaches a great emphasis to the consumer's character as well as his/her rationality in making a decision to purchase a thing.
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