Consumer Behavior

Author: Li Dongjin
Publisher:
Publish Date: 2001-07-01
Features: The basic logical framework of this book is: the purpose of corporate marketing activities is to stimulate consumers and elicit consumer responses; the connection between corporate marketing stimuli and consumer responses is the consumer psychological process and the purchase decision-making process, which are influenced by the environment in which consumers are situated. The content developed based on these frameworks, except for the chapter in the introduction, includes three aspects: the consumer psychological process, the consumer purchase decision-making process, and the consumer environment.