Consumer Psychology

Author: Gu Wenjun
Publisher:
Publish Date: 2002-09-01
Features: This book introduces the basic principles of customer consumption psychology and behavior, providing fundamental ideas and methods for businesses to implement customer satisfaction strategies. The specific content includes: the process and characteristics of customer consumption psychology, customer consumption needs and motivations, customer purchase decisions, analysis of customer purchase behavior, the influence of social environment on customer consumption psychology, the consumption psychology and behavior of customer groups, the impact of consumption trends and customs, as well as aspects such as product design, naming, branding, trademarks, packaging, pricing, commercial advertising, shopping environment, and sales services on customer consumption psychology. Each chapter includes case discussions and is accompanied by thought-provoking exercises. This book can serve as a teaching material for undergraduate and graduate students in business administration and marketing at universities, as well as for other related training programs. It is also suitable for business professionals, entrepreneurs, and customers. The book introduces the basic principles of customer consumption psychology and behavior, providing fundamental ideas and methods for businesses to implement customer satisfaction strategies. The specific content includes: the process and characteristics of customer consumption psychology, customer consumption needs and motivations, customer purchase decisions, analysis of customer purchase behavior, the influence of social environment on customer consumption psychology, the consumption psychology and behavior of customer groups, consumption trends and customs, as well as aspects such as product design, naming, branding, trademarks, packaging, pricing, commercial advertising, shopping environment, and sales services on customer consumption psychology. Each chapter is paired with case discussions and includes thought-provoking exercises.