Comfort of Footwear (Clothing) According to Consumer Behaviour Theory

The purpose of the article is study of theoretical and methodological approaches to assess comfort of shoes based on the fundamental theory of consumer behavior, economic categories of utility needs. The methodological basis of the study is general scientific and special methods of psychological knowledge and standardized methods of research materials. The methods of theoretical generalization and comparison, methods of causal and abstract logical connection have been used in the study. A concept of psychophysiological assessment of comfort of clothing and footwear have been suggested due fundamentals of the theory of consumer behavior - needs (need), utility (utility). It has been found that utility maximization is achieved by immediate mental sense of comfort that the consumer should receive from shoes, and this, in turn, determines the value orientations in consumer behavior and consumer needs, preferences. It has been shown that within the system of "consumer-shoes-environment" comfort index has a dual nature because of two components - the objective, defined by quality criteria of shoes, depending on environmental conditions and subjective, determined by direct consumer organoleptic sensations that dominate in determining the properties of ergonomic shoes. Subjective and objective methods of evaluating shoes comfort have been offered. The appropriate methodology of comfort definition and proper legislative and information framework of labeling will ensure development of an appropriate model of consumer behavior, based on considering comfort from physiological inquiry, urge (drives) of consumer and consumer preferences (benefits) (consumer preference). This approach to the labelling will contribute to regulation of consumer expectations, interests between the producer and the consumer on market for shoes and clothes from the conscious, rational consumer choice that meets the basic principles of consumerism and free trade. The results allow developing a model of consumer behavior on shoes comfort, as consumer preferences, because based on objective information on product comfort buyers can exercise their right to be informed, the right choice of quality of footwear under conditions of fair competition between free producers. The practical conclusions on the evaluation of comfort of shoes can be used to improve the psychological model of consumer behavior, communicative model for advertising products.