Analysis of Customers’ Buying Behavior and Preferences in the Home Appliances Market-A Case Study of Haier

论文摘要

本研究旨在研究海尔的产品和影响消费者最终决定购买他家产品胜过其他品牌产品的因素。结果表明,海尔品牌虽然还没有达到众所周知的标准,但是客户肯定的表示海尔的产品质量确实是非常的可靠。广告是极大地影响并推动购买者决策的一个主要因素,但产品价格低廉是却是海尔品牌的优势所在。如今的当务之急是海尔需要大规模增加其广告活动,改善其产品质量以及保持价格稳定,因为价格低廉是它目前的主要优势。最后我认为,海尔集团必须拿出创新的营销技巧,以改善其品牌形象。

论文目录

• 摘要
• ABSTRACT
• CHAPTER 1 Introduction
• 1.1 Background of study
• 1.2 Statement of the Problem
• 1.3 Objectives of the Study
• 1.4 Research Questions
• 1.5 Significance of the Study
• 1.6 Scope and Limitations
• 1.7 An Overview of the Haier Group
• CHAPTER 2 Review of Related Literature
• 2.1 Introduction and the Concept of Consumer Behavior
• 2.2 Reasons why Consumer Behavioris studied
• 2.3 Importance of the knowledge of Consumer Behavior to business firms
• 2.4 Issues involved in the Study of Consumer Behavior
• 2.5 Types of Consumer Buying Behavior
• 2.5.1 Routine Response/Programmed Behavior
• 2.5.2 Limited Decision Making
• 2.5.3 Extensive Decision Making/Complex High Involvement
• 2.5.4 Impulse Buying
• 2.6 Stages of the Consumer Buying Process
• 2.6.1 Problem Recognition（Awareness of need）
• 2.6.2 Information Search
• 2.6.3 Evaluation of Alternatives
• 2.6.4 Purchase Decision
• 2.6.5 Purchase
• 2.6.6 Post-Purchase Evaluation
• 2.7 Factors that affect the Consumer Buying Decision Process
• 2.7.1 Personal Factors
• 2.7.2 Psychological Factors
• 2.7.3 Social Factors
• 2.8 Application of the Knowledge of Consumer Behavior
• 2.8.1 Marketing Strategy
• 2.8.2 Public Policy
• 2.8.3 Social Marketing
• 2.8.4 Sensitization-Making Better Consumers
• CHAPTER 3 Research Methodology
• 3.1 Research Design
• 3.2 Population and Sample
• 3.2.1 Population of the Study
• 3.2.2 Sample of the Study
• 3.2.3 Sampling Technique
• 3.3 Data Collection Instruments
• 3.4 Validation of Data Collection Instruments
• 3.5 Data Collection Procedure
• 3.6 Procedure for Data Analysis
• CHAPTER 4 Data Presentation,Interpretation and Analysis
• 4.1 Data Presentation and Analysis
• 4.2 Summary of Findings
• CHAPTER 5 Summary,Conclusions and Recommendations
• 5.1 Summary
• 5.2 Conclusions
• 5.3 Recommendations
• Acknowledgments
• References
• APPENDIX