Today and in future we will consider a number of psychological models contributing to the lifestyle, preferences and behavioral patterns of consumers in the Russian retail market. Thus, we will make an attempt to illuminate the psychographic characteristics of consumer behavior, influencing to choose from. Today, most marketers agree with the conclusions of the obsolescence of traditional models of segmentation, they are extremely poor ability to identify effective market segments. (As opposed to Keith Richards). An alternative to widely applicable earlier socio-demographic, cultural, values and other methods of segmentation is becoming psihografika, which we will discuss in a series of publications, launched this article. In the classical vision of consumer choice algorithm starts from the moment of awareness needs, develops in the process of searching and evaluating alternatives to address this needs continue purchasing and consumption, and concludes with an evaluation of consumption and getting rid of goods. Psychological personality characteristics have an impact on consumer algorithm in all its phases. Clearly, psychology that largely determines the structure of human needs: the pragmatists, for example, do not accept jewelry and ascetics do not feel any need to fine food.
Further, during the search, innovators almost needed information support, and conservatives are looking for maximum data. Also, psychology is largely directs the selection of alternatives within a single category of goods or services: a traveler chooses to extreme tour Amazon jungle, the other – The tour of European capitals. In most cases, this difference in preferences determine the psychological profiles of people. At the stages of the purchase, consumption and evaluation of results consumption of the psychological characteristics of personality also had a significant impact.