Consumer psychology analysis

Author: Feng Zhang
Publisher:
Publish Date: 2006-05-01
Features: This book is divided into six main parts: Mastering Consumers' Cognitive Processes, Catering to Their Preferences: Capturing Consumers' Hearts, Consumers' Will: The Key Step Leading to Purchase Behavior, Understanding the Basic Models of Purchase Behavior, New Product Purchase and Repeat Purchase, and Social Class, Groups, and Culture as Important Factors Influencing Purchase Behavior. The book is well-organized, presents clear viewpoints, and introduces highly practical and operational methods. Without understanding consumers' psychology and behavior, this issue cannot be explained. This book was specifically created to address this challenge. The entire book consists of 8 chapters, which can basically be divided into two parts. Part One provides a detailed introduction to the three major processes of consumer psychology: cognitive process, emotional process, and will process; purchase behavior and models; new product purchase and repeat purchase; the influence of social class, groups, and culture on consumer psychology; and post-purchase consumer psychology and behavior (including Chapters 1-6; Chapter 8). The second part (Chapter 7) is marketing strategies. That is, marketing strategies based on the above customer psychology and behavior. It includes how to meet consumers' various psychological and habits in product design, trademark, price, packaging, and sales terminals. The book is well-organized, presents clear viewpoints, and introduces highly practical and operational methods, making it the best reading material for management personnel at all levels of enterprises, technical workers, management consultants and consultants, and students and teachers of economics and psychology in colleges and universities.