Author: Yevgeny V. Romat, Dr. Sc. (Public administration), Prof., Head of Marketing & Advertising Dept; Viktor V. Tolstonog, postgraduate of Public Administration & Management Dept.

Abstract: The article deals with the ambiguity of the concept “consumer” and considers main approaches to it: economic, sociological, marketing and legal (in laws and bylaws). The authors suggest their own approach to understanding the concept “consumer” in the context of the theory of public administration. The analysis is done to improve the system of consumer rights protection by the government bodies.

Key words: public administration; consumer; consumer protection; economic approach; sociological approach; marketing approach; legal approach.