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建立人际资源圈Theory of Consumer Behavior--论文代写范文
2016-04-21 来源: 51Due教员组 类别: Report范文
51Due论文代写网精选report代写范文:“Theory of Consumer Behavior”。这篇论文主要是论述消费者行为理论，一般来说，消费者的行为可以通过5W系统的方法来研究。5W系统方法的主要目的是回答五个问题：为什么，什么，哪里，何时。如果研究人员能清楚地回答这些问题，他们会了解消费者行为，本文主要针对有机食品产业的消费者行为，该方法也适用。
Generally speaking, consumer behavior can be described by 5W systematic method. 5W systematic method mainly aim to answer five questions-who, why, what, where, when. If researchers can clearly answer these questions, they will know consumers behavior so that these material can help managers to make decisions (Shepherd, 2005). Although the essay mainly aims at organic food industry, the method also is adapted.
Who. Who are the targets? It also means who consume these organic foods. What characteristic do these consumers have? The consumers of organic food are the main part of buying behavior and using behavior. In the process of buying and using, they may play five roles such as sponsor, influencers, decision makers, buyers, users. Although five roles are different, they still can be classified by two kinds. The one kind are combinations who are composed by five roles, the other kind is that different person plays different roles. The target consumers of the former is the combination, however, the latter is played by different person. So it is important to understand that who are the real consumers and who are the decision makers of buying behaviors.
Why. Why do these consumers buy or use organic food and what motivation do these consumers have. Consumers’ motivations are different. Some are obvious, but some are potential. If you want to understand consumers’ motivation, you will see organic food from consumers’ aspect. At most time, this is decided by feelings and subjective judgment. In addition, these motivations are not fixed. In fact, they would change with surroundings and time.
What. What organic food do consumers prefer to? Consumers’ motivations guide consumers to buy and use organic food. As to an organic food consumer, he usually has two performances. The one is to select brand which he prefers, the other is loyalty of brand. Selecting brand is involved in lots of psychological factors such as mentality of consumers, economical lever and so on. Loyalty can stand for the relationship between consumers and company. At the same time, it can explain the relationship between consumers and others brands. That is to be said “brands’ loyalty”.
When. When do consumers buy or use organic food? What time consumers buy organic food explains purchase occasion. What time consumers use organic food show using occasion. Purchase occasion reflect buying behaviors relating to time such as purchase frequency (how often a consumer buy organic food), purchase quantity (how much a consumer buy organic food). Using occasion show using behaviors relating to time such as using frequency (how often a consumer use it), purchase quantity (how much a consumer use it).
Where. Where do consumers buy organic food? Consumers’ behavior not only is connected with time, but also is related to space. For example, where do consumers buy organic food (supermarkets, chain stores, specialty stores)? The place consumers buy organic food reflects marketing channel
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