文档介绍：CONSUMER BEHAVIOR Part 1 Introduction
CONSUMER BEHAVIOR
Part 1 Introduction
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CONTENT
Chapter1 Introduction
Chapter1 Introduction
Part1 Introduction
13>.1 Overview
What is consumer behavior?
Consumer behavior is defined as those acts of individuals directly involves in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine of these acts.
About consumption behavior
Generally speaking, consumption behavior refers to the physical and mental action of consumers’ searching, purchasing, using and evaluation of products and services by which they hope to satisfy their needs. It’s a process including the following steps:
Problem
recognition
Information
search
and evaluation
Purchasing
process
Postpurchasing
behavior
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Why study consumer behavior?
in daily life
to decision making
perspective
perspective
Background and trend of consumer behavior
Background
of marketing concept
of market segmentation strategy
of society richness
of large amounts of products
puter and statistics technology
of protection of consumer rights and interests
Development of consumer behavior
Preliminary stage: 1900---1930 Research of this stage is confined to two aspects, advertising and sales.
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Mature stage: 1930---1960
Main characteristic of research of this stage is that it gives consideration to interests of both the producer and the consumer. It can be called a two-way stage.
Advancing at top speed stage: 1960---present time
Many associations were founded and the subject began to be studied in many colleges and institutes.
Developing trend
research scope is being widened. For example: from the past research of “customer” to the present research of “consumer”.