Consumers’ Behavior in Decision-Making in Foodstuff Purchasing Process

The purpose of this research is developing of model of market segmentation for food consumers, as well as determination the extent of influence of various factors influencing the behavior of the Latvian consumers while making the decision on purchase of these goods. In the course of the research approaches to market segmentation of food products consumers were used, as well as statistical data for Latvian food product market, described in literature, also the results of empirical researches. As a result the model of market segmentation for food consumers was developed, the extent of influence of various factors influencing the behavior of the Latvian consumers was determined based on the correlation analysis. The results of the research let the authors to make conclusion and develop recommendations for producers and sellers of food products for possible effective marketing impact on the Latvian food product consumers. The results of the research have as well as theoretical as practical meaning not only for Latvian market subjects, but also for food product market subjects in other countries.