Customer Choice in the Face of Uncertainty

The article examines the issues of the effectiveness of the functioning and development of economic systems at various levels (national, regional, municipal, sectoral, etc.) and notes their dependence on the intensity and sustainability of consumer choice. Generally, solvent consumer demand creates conditions for generating revenue and profits of business entities of various profiles and, as a result, for maximizing their market value, implementing corporate social programs, full and timely deduction of taxes and other mandatory payments to budgets of various levels. The aim of the study is to develop the theoretical and methodological provisions of the theory of consumer choice in conditions of uncertainty. The work clarifies the mechanism of consumer choice, examines the structure of consumer choice of individuals in the global economy. It is concluded that it is advisable to use a synthesis of theoretical and methodological provisions and methodological tools of certain areas of neoclassical economic theory, economics of neo-institutionalism, as well as a number of provisions of post-neoclassical synthesis, primarily marketing theory in the study of trends and problems of consumer choice development.