Finishing time：2015/11/9 16:32:17 Announcer：TRISEARCHER
What’s Consumer Behavior?
Consumer Behavior, i.e. Customer Behavior, refers to the action of acquirement, use and disposal of goods and services, including the decision-making process in advance that determines the above-mentioned process.
Consumer behavior is closed related with exchange of products or services. Under the current modern market economy, company’s research on consumer behavior focuses on building and developing a long-term exchange relation with consumers. Therefore, companies need to understand the way how consumers acquire products and services, how they consume products, as well as how they dispose them after use. Consumption experience, ways and feeling of old product disposal will all influence the next round of purchase, which is to say, it will have direct effect on the long-term exchange relation between companies and consumers. The traditional customer behavior research always focuses on the acquirement of products and services, while product consumption and disposal research are relatively neglected.
With the deepening of consumer behavior research, people will better look on consumer behavior as a whole and also as a process, while products acquirement or purchase is only a stage of the whole process. Therefore, research on customer behavior should not only focus on consumers’ evaluation and selection process before acquire goods or services, but also pay attention to the use and disposal of products afterwards. Only through this way can one understand the concept better.
Constitution of Consumer Behavior
Customer behavior can be viewed as composed of the following two parts:
1.Decision-making process of purchase. Decision making is consumers’ mental activity and behavior disposition before purchasing products and services, which is part of the formation process of consumer attitude.
2.Action of consumers. Consumer action is more a process of practice of purchase decision-making.
In the real world, the above two parts are mutually influenced and interpenetrated, and jointly constitute the whole consumer behavior.
