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For a long time there has been a presumption that a consumer is rational creature, and that consumer behavior can be predicted, but market situation and activities of market participants influence this process. Consumer behavior is affected by consumer attitude towards market entities, as well as impact of various internal and external factors on the consumer´s decision to build credit relations. This book offers a methodology of credit relations that is suitable for credit market sphere, types of borrowers and marketing strategies according to consumer age group. Two separate surveys were analyzed to identify influence of factors to consumer behavior and decision-making process, taking and fulfilling credit obligations to determine the priority needs of borrowers in the credit market, as well as the priority marketing efforts that affect the borrowers´ decision to build credit relations. This analysis provides insight into how consumer behavior and preferences can be explained by the factorial indicators, social norms and social situations, and is particularly useful for marketing and communications professionals, students, and anyone interested.

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Doctor of Economics, PhD the University of Latvia. The author of scientific publications, has reported in international conferences in Russia, Sweden and the Czech Republic, has a professional experience in financial institutions, the Parliament of Latvia, has had financial director and board member positions in a road construction company.

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