Section outline

  • Consumer Markets and Consumer Buyer Behavior

    Learning objectives:

    After studying this chapter, the students should be able to:
    - Define the consumer market and construct a simple model of consumer buyer behavior
    - Name the four major factors that influence consumer buyer behavior
    - List and define the major types of buying decision behavior and the stages in the buyer decision process
    - Describe the adoption and diffusion process for new products


    Learning Outcomes:
    1.Able to understand the behavior of consumers.
    2.Able to make some strategies to realize the purchasing tendencies of consumers.
    3. Able to have some ideas to build profitable relationship with the customers.


    Learning Contents:
    Definition of consumer behavior
    Factors influence buying behavior
    Buying decision behavior and stages
    Adoption Process for new products.