购物中心的顾客行为:调查、比较与验证

The Customers' Behavior in the Shopping Center:an Investigation, Comparison and Validation

The heart of business marketing is to study and understand customers’ behavior, design and develop products following customers’ demand and peculiarities, nail down target markets, shape marketing policies and select marketing channels. The research papers by the Chinese and foreigners of consuming behavior is so many as to fill a house with, but there is little study of consumer behavior in the mall, a study which, actually, can theoretically contribute the further comprehension of the characteristics of consumer behavior, especially the behavior differences arising among clients who are facing sorts of commodities in various luringly beautiful shops, and can practically help the formulation of more efficient marketing policies made by the mall’s developers, management and commodity suppliers--in accordance with their target markets and customers’ behavior differences. The questions to be discussed in this paper are: 1) What kind of people constitute the customers of the mall? 2) What is it that differentiates the purchasing behavior of various client groups? 3) Most important, what factors have great bearing on their buying behavior?