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1、Chapter1ConsumerBuyingBehavior1.1DefinitionofConsumerBuyingBehaviorConsumerbuyingbehaviorhasbeenstudiedinmanycountriesformanyyearsandtheremanykindsofdefinitionofconsumerbuyingbehavior*.Itistheprocessinwhichconsumerswanttomeettheirneedsanddesirebyfinding,selecting,p
2、urchasing,using,evaluatinganddisposingproductsandservices,includingconsumer'ssubjectiveandobjectivepsychologicalactivities.(PhilipKotler,2000)Consumerbuyingbehaviorisaseriesoflinkandelementsoftheintegrityoftheprocess.Inthisprocess,thecorestatusisthepurchasedecision
3、-making;whetherthedecisiomakingiscorrectornotdecidethewaytopurchase,andtheeffectivenessofthedeal.(BaldwinJ.R.&HuntS.K.,2002)Consumerbuyingbehaviorreferstothevariousactivitiesoccurredinthedecisioakingprocesswhenpeoplewanttomeetthepersonalandfamilyneedsorwhenbusiness
4、peoplewanttomeettheneedsoftheproduction,thepurchaseofproductsandservices?(KaynakE.&S.F.Cavusgil,1983)Tosumuptheabovetheories,Ifoundthatconsumerbuyingbehavioristhedecisionprocessesandactsofpeopleinvolvedinbuyingandusingproducts.Itincludesseveralaspectsofcognitivenee
5、ds,collectionofinformation,evaluationofprograms,makingapurchasedecision,purchasingandpost-evaluation.Strictlyspeaking,customerbuyingbehaviormakeupofaseriesoflinks,namely,customerbuyingbehaviorcomefromthesystematicpurchasedecision-makingprocess,andaresubjecttoavarie
6、tyoffactorsbothinsideandoutside.Consumerbuyingbehaviorhasmanycharacteristicssuchasdynamic,interaction,diversity,volatility,impulsivity,transactionandsoon.Butthecharacteristicofconsumerbuyingbehaviorisnotthisessay'smaintopic.1.1BasicTypesofConsumerBuyingBehaviorsThe
7、rearemanykindsoftypesofconsumerbuyingbehaviors.Theauthorjustmentionedtwosimplekinds.Bydistinguishingbetweenattitudesanddemands,thereareseventypesofconsumers?(l)Consumersareusedtotheirbuyinghabits.Consumers9attitudesaboutaproductoftendependonthebeliefsofproducts.Bel
8、iefcanbebuiltonthebasisofknowledgeandcanalsobebuiltontheopinionorthebasisoftrust.Thistypeofconsumersoftenbuythingsbasedontheirpastexperience.They
