The promotion paper is prepared in the Latvian language and comprises an introduction, four parts, findings and recommendations. The paper is prepared on 171 pages, it includes 43 figures, 35 tables, 20 equations. The list of resources includes 127 items. The paper is supplemented with 10 appendices. The aim of the paper is to study and assess the theoretical aspects of consumer behaviour, based on a comprehensive global modelling experience and theoretical analysis, as well as to develop consumer behaviour models for the needs of the Latvian entrepreneurship environment, which could be used for making managerial decisions at various levels. In the first part of the promotion paper, consumer behaviour models from the perspective of historical development have been covered, a critical analysis of these models has been performed, and the process of consumers making a decision on a purchase influenced by the family life cycle and by generations has been considered. In the second part of the promotion paper, changes in consumer behaviour have been determined as influenced by socially economic factors, as a result of which the Latvian consumer portrait has been developed, the components affecting consumer behaviour have been determined and classified, and the consumer expectations model has been developed. The third part of the promotion paper presents study results on the components affecting consumer behaviour, the effect of retail sales staff and factors affecting consumer behaviour from the viewpoint of generations. The factors affecting consumption behaviour in retail have been evaluated in line with the author’s developed consumer expectations model. In the fourth part of the promotion paper, an economic-mathematical model of consumer behaviour in retail has been developed and approbated, a decision-making model in entrepreneurship has been developed based on the author’s consumer behaviour models considered within the framework of the paper. The promotion paper is dedicated to developing consumer behaviour assessment models and using them within the Latvian entrepreneurship environment. The developed models provide a more elaborate insight into assessing consumer behaviour than the models developed and previously available in Latvia.