消费者行为学Consumer behavior.docx

消费者行为学Consumer behavior.docx

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消费者行为学Consumerbehavior

消费者行为学（Consumerbehavior）

Analysisof"consumerbehavior"exercisesrefertotheanswerofnortheastfinanceandEconomicsThirdEditioncase

Firstchapters

Thecaseanalysis.

1.1analysistips:

1）roleplaying.

2）becausethehousewivesthatbuyInstantCoffeepeoplearelazy,sloppy,noplan,nofamily,andthepurchaseoffreshcoffeebeansareconsideredfamilywhohaveexperiencedlife,thrifty.Visible,surveyedhousewiveswithnegativelanguagetodescribeInstantCoffeebuyers,whichshowsabadimpressioninthemindsofconsumersInstantCoffee,therefore,itisnottheproductitself,whichismainlyduetoemotionalbias.Tochangethissituation,enterprisesmustchangethemarketingstrategy,forexample,canchangetheadvertisingstrategy,publicityInstantCoffeetohousewivespositiveimpact,soyoucanmakethegoodsquicklyopenthemarket,andoccupythemarket.

1.2analysistips:

Underthemodernmarketeconomycondition,thesocialproductiveforcesdeveloprapidly,thecommoditysupplyisrich,theconsumerchoiceincreases,betweentheenterprisecompetitionintensifies,thecommoditysaleisdaybydaydifficult.Theenterprisemustinvestigateconsumerdemandinformation,studyconsumerbehaviorandpsychology,thestudyofvariousfactorsthatinfluencethepurchasingbehaviorofconsumers,tomeetconsumerdemandandproductdevelopment,todevelopappropriatemarketingstrategies,onlytoDingchan,inordertoimprovethecompetitiveforce.

Secondchapters

Thecaseanalysis.

2.1analysistips:

1）residentialbuyingisthelargestpurchaseofdecisionparticipants.Residentialpurchaseismainlyfamilypurchase,itspurchaseofthedecisionisnotasingledecisionmaker,asacorememberofthefamilyofhusbandandwifeandchildreninthreearethemaindecisionmakers,andtoformafamilymeetingtodiscussthedecision.Inaddition,sometimeseldersandrelativesandfriendsarealsoinvolvedindecision-making.Participateinthehousingpurchasedecisionmorestaff,mainlyincluding:

theinitiator,firstproposedorintendedtobuyahouseofthepeople;influence,namelytheopinionsorsuggestionsonthefinalpurchasedecisionhascertaineffect;decisionmakers,namelywhethertobuy,buy,buy,whyhowwhenandwheretobuyhousingetc.makeacompletedecisionorpartofthedecision;buyers,namelyactualpurchasebehavior;users,theactualconsumptionoruseofhousingtopeople.

2）residentialbuyingisthemostwidelyconsideredpurchaseofdecisioninformation.Whenconsumersbuyhouses,thesourcesofinformationabouthousingsupplyarewider.Thefirstistheresidentialsalesadvertisinginformationdisseminationofthemassmediaonthemostdirectinformationwhichisobtainedbytheconsumer,canobtainalotofinformationfromthesalesofresidentialrealestatemarket,onceagain,fromresidentialvendorsoragents（intermediaries）togetinformationabouthousingsales,thelastistoliveforthehousingsalesinformationinaresidentialarearesidentshavetobuyahouseorafriend.

3）residentialbuyingisthelongestpurchaseprocessinthedecision-makingprocess.Surveyshowsthatresidentialbuyersfromthepurchasemotivationtothefinalcompletionofthepurchase,theleasttime-consumingfor1to2months,thelongestupto1yearsormore,withanaveragetimeof6months.

4）residentialbuyingisthemostinvolvedpurchase.Housepurchasemoneyexpenditurecostishuge,andbecausethepurchasedecisionprocess（time）long,leadingtobuyersinthepurchaseofhousing,consumptionandexpenditureonmentalandphysicalaspectsarequitelarge,andthepurchaseofothergoodscannotbecompared.

5）residentialbuyingisthemostriskypurchase.Theneedtospendhugeamountsofmoneytobuythefamilyresidentialconsumerdurablegoods,thesefundsmaybefamilyyearsofsavingsandloansmayalsobeobtained,andthepurchasingbehaviorofmostpeopleinlifemayhaveonlyone.Inaddition,inthepurchaseprocess,therearemanylinksandproblemsaremoreprofessional,consumersneedtocontinuetoconsultandstudy.Evenso,therealestatemarketduetotheimpactofhumanfactors,

Consumerswillbeinthepurchaseofresidentiallinksandlinkseachlinkcontainsdifferentcontentandmattersencounteredmany"traps"and"misunderstanding."".Asaresultoftheaboveobjectiveandsubjectivefactorsintheprocessofhousingpurchase,thehugeinvestmentinbuyinghousinghasevolvedintoahigh-riskinvestment.

2.2analysistips:

Inaroutinepurchase,consumersalwaysbuythesamebrandofgoods,notbecauseconsumersareloyaltothebrand,butbecauseitisnotworththetimeandeffortofconsumerstofindanotheralternativebrand.Repeatbuyingunderlowparticipationonlyreflectstheinherentconvenienceofthisbehaviorratherthanitsrelianceonthebrand.

Thirdchapters