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题目名称:关于化妆品在消费者中的购买模式研
究
A Study on Purchase Pattern of Cosmetics among Consumers
Dr. Vinith Kumar Nair Dr. Prakash Pillai
关于化妆品在消费者中的购买模式研究
Dr. Vinith Kumar Nair Dr. Prakash Pillai
Understanding behaviour of consumers is a key to the success of
business organizations.Marketing personnel are constantly analyzing the
patterns of buying behaviour and purchase decisions to predict the future
trends. Consumer behaviour can be explained as the analysis of how, when,
what and why people buy. Consumer behavior can be understood as: "The
decision process and physical activity individuals engage in when
evaluating, acquiring, using, or disposing of goods and services." (Loudon
and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated
in the following way: "activities people undertake when obtaining,
consuming, and disposing of products and services" (Blakwell, Minard and
Engel, 2001).
A study by Voss and Parasuraman (2003) suggests that the purchase
preference is primarily determined by price than quality during
pre-purchase evaluation. Given explicit quality information, price had no
effect on pre-purchase or post consumption quality perceptions. Instead,
post consumption quality evaluations had a favorable impact on price
evaluations.
Another study by Chernev (1997) analyzed the effect of common
features on brand choice and the moderating role of attribute importance. It
is argued that when brand attributes differ in importance, with the best value
on the most important attribute, thus furthe r polarizing brands’ choice
shares. In contrast, when attributes are similar in their importance, common
features are likely to have an opposite effect, equalizing brands share.
Russo and France (1994), studied the nature of the choice process for
commonly purchased non-durabl
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