Consumer Psychology Analysis - 38 Golden Rules and Practice

Author: Feng Zhang
Publisher:
Publish Date: 2006-05-01
Features: Without understanding the psychology and behavior of consumers, it is impossible to explain this issue. This book was specifically created to address this challenge. The entire book consists of 8 chapters, which can basically be divided into two parts. The first part provides a detailed introduction to the three major processes of consumer psychology: the cognitive process, the emotional process, and the will process; purchasing behavior and patterns; the purchase of new products and repeat purchases; the influence of social class, groups, and culture on consumer psychology; as well as post-purchase consumer psychology and behavior (including Chapters 1-6; Chapter 8). The second part (Chapter 7) focuses on marketing strategies. That is, marketing strategies taken based on the above customer psychology and behavior. This includes how to meet consumers' various psychological needs and habits in product design, trademarks, pricing, packaging, and sales terminals. This book is well-organized, with clear viewpoints, and the methods introduced are very practical and highly operational. It is the best reading material for management personnel at all levels of enterprises, technical workers, management consultants and consulting experts, as well as students and teachers of economics and psychology in colleges and universities.