摘要：Changing consumption culture, a rapid market growth, an intensive pace of society’s life reveals the need for deeper consumer and their preference studies. One of the emerging key tasks for marketing profession-als is to understand, adapt to and develop the consumer and his/her behaviour. Social and cultural environment surrounding the consumer, his individual characteristics and psychological state constitute the objects investigated by consumer behaviour theorists. The majority of these theories are used in the development of new marketing directions, conducting complex marketing research and forecasting market changes. The article analyses one variable of consumer behaviour, defined as perception, seeking to identify its usage possibilities while developing marketing to women. The aim of the article is to define perception peculiarities as a variable of consumer behav-iour within the context of marketing to women. The arti-cle reveals the issue of perception as a relevant object of contemporary consumer behaviour studies and validates the importance of this variable recognition in the devel-opment of marketing to women. The conception of per-ception in the consumer behaviour theory is briefly re-viewed and a consistent theoretical analysis of the ele-ments of the process such as sensation, attention, inter-pretation and retention is performed. Besides, the theo-ries of marketing to women by L. Johnson and A. Learned (2004) and M. Barletta (2003) are summarized, identify-ing the main directions of these studies. Based on the analysis performed, the possibilities of combining the perception as a variable of consumer behaviour with theoretical provisions of marketing to women are vali-dated and the use of perception elements while develop-ing marketing to women is defined.
