消费者行为理论分析--悉尼Paper代写范文

悉尼Paper代写范文:“消费者行为理论分析”，这篇论文主要描述的是对于企业而言，想要研究消费者的行为可以通过5W的方法进行分析，5W主要指的是为什么、是什么、在哪儿、谁、什么时候这五个方面，可以理解为消费者为什么会想要购买这样的商品是出于什么动机，消费者喜欢的是什么样的商品、消费者在哪儿可以购买到这样的商品（超市、专卖店、网上）、这些商品所针对的是哪些消费者并且消费者在什么时候会去购买这些商品。

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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