Consumer Behavior Analysis and Practice

Author: Wang Shenghui
Publisher:
Publish Date: 2006-06-01
Features: Consumer behavior is an emerging discipline, but since its inception, it has always been highly valued by both the academic community and the business world and has become a required course for marketing majors. Of course, it is precisely because of its relatively short history that this course has not yet formed a unified logical framework and knowledge system, especially lacking textbooks suitable for readers of different levels. In view of this, we have written this textbook specifically for vocational and technical college students, drawing extensively on relevant research findings both domestically and internationally, with the hope of actively promoting teaching and research on consumer behavior in vocational and technical colleges. The writing of this book is basically carried out along the main line of the process of consumer purchase decisions and their internal and external influencing factors. The main content includes: the concept and characteristics of consumer behavior, the significance of studying consumer behavior, the theoretical system of consumer behavior, the types and processes of consumer purchase decisions, consumer perception, learning, and attitudes, consumer needs and motivations, consumer personality, self-concept, and lifestyle, the psychology and behavior of consumer groups, the influence of social, cultural, and economic factors on consumer behavior, the influence of marketing mix strategies on consumer behavior, and the use and evaluation of consumers after purchase. In addition to striving to cover the existing research findings in consumer behavior, the book also emphasizes being easy to understand, accessible, and integrating theoretical and practical aspects. It includes introductory cases, example links, knowledge links, and many practical exercises, with the aim of maximizing the teaching needs of this niche market of vocational and technical colleges. The writing of this book is basically carried out along the main line of the process of consumer purchase decisions and their internal and external influencing factors. The main content includes: the concept and characteristics of consumer behavior, the significance of studying consumer behavior, the theoretical system of consumer behavior, the types and processes of consumer purchase decisions, consumer perception, learning, and attitudes, consumer needs and motivations, consumer personality, self-concept, and lifestyle, the psychology and behavior of consumer groups, the influence of social, cultural, and economic factors on consumer behavior, the influence of marketing mix strategies on consumer behavior, and the use and evaluation of consumers after purchase. In addition to striving to cover the existing research findings in consumer behavior, the book also emphasizes being easy to understand, accessible, and integrating theoretical and practical aspects. It includes introductory cases, example links, knowledge links, and many practical exercises, with the aim of maximizing the teaching needs of this niche market of vocational and technical colleges.