Consumer behavior from an anthropological point of view [2nd resource]

Consumer buying behavior and decision making – Jason C.H. Chen

In relation with the last book, here, the author tries to show how attitudes, believes and human behavior can influence the purchase of a customer. 

a)      Definition

In his book Jason C.H. Chen introduces the consumer behavior as ‘the mental and emotional processes and physical activities people engage in when they select, purchase, use and dispose of products or services to satisfy particular needs and desires.’

b)      Factors to understand consumer behavior

For him, it exists four important factors to understand it:

- The size of the consumer market, 
- The changes in consumer shopping habits and purchase decisions, 
- The emphasis on consumer-oriented marketing, 
- The design of effective marketing strategy.

c)       Model of buyer behavior
Source:
- http://fr.slideshare.net/Annie05/consumer-buying-behavior-and-decision-making-presentation