Socio-economic factors influence consumers' behaviour. The scientific novelties of this research are the following: 1. Basing on the research, the author systematized modern theoretical approaches to the concept of "consumer behavior" and, on its basis, the macroeconomic approach to the analysis of consumer behavior has been built. 2. The author developed the classification of consumer behaviour according to objective - subjective, external - internal, long-term - short-term, economic - non-economic characteristics of its manifestation and function. 3. It was given the author's interpretation of region-specific consumer behaviour on the example of the Latgale region, with the same method a comparative analysis with all-Latvian data was held. 4. It was conducted an empirical survey of consumer sentiment and confidence of Latgale (including Daugavpils) and calculated their indices. 5. The leading determinants of consumer behaviour based on factor analysis and the effect of various factors of such behaviour on the status and dynamics of the region's economy were clarified.