ABSTRACT. The way people behave on the market represents the starting point for companies that want to offer valuable products and services, contributing to the well-being of the society as a whole. In order to develop marketing activities, it is important to analyse consumer behaviour so that well-being could be promoted as an indicator of people’s lives. Thus, the Well-Being Indicator is widely used in marketing. The purpose of this article is to highlight the dimensions of this indicator. Special attention is given to the content validation methodology of the Subjective Well-Being dimensions. pp. 77–84

Keywords: consumer behaviour; subjective well-being; individual determinants; community level determinants; life satisfaction; research methodology