Consumer Behavior

Author: Heng Fengling
Publisher:
Publish Date: 2004-08-01
Features: This book is one of the "Marketing Series Textbooks." The purpose of the book is to study the fundamental principles of consumer behavior and provide a basis for enterprises engaged in production and operation to formulate correct marketing strategies. The book begins by examining internal factors influencing consumer behavior, exploring the relationships between perception, attention, personality, self-awareness, self-concept, lifestyle, and consumer behavior. It also investigates external factors affecting consumer behavior, such as family, reference groups, and social culture. Building on this foundation, the book discusses the relationship between consumer behavior and marketing, enabling businesses to develop appropriate marketing mix solutions based on consumer behavior. To facilitate teaching and help readers grasp the content, each chapter includes key points and follow-up discussion questions. This book can serve as a textbook for economics and management majors in higher education institutions and is also suitable for economic and management personnel at various levels in enterprises and institutions for reference.