Regional Formation and Development Studies

This article analyses the theoretical foundations of consumer choice and equilibrium, emphasising the multifaced factors that influence consumer behaviour. Key factors such as individual preferences, income levels, pricing of goods and services, social media trends, advertising strategies, brand perception, and cultural influences are examined. The study aims to provide a comprehensive theoretical analysis of consumer choice theory, while identifying constraints like budget limitations, price fluctuations and substitution effects that impact decision-making. Furthermore, it explores consumer equilibrium within economic theory and its interplay with