CHAPTER ONE
Introduction

(Basic concepts and Research methods)

Learning objectives

After learning this chapter, you will be able to:

●understand the reasons for studying consumer behavior and the scope of this field;

●comprehend the relationship between consumer research and other related disciplines;

●master the effective ways of consumer research;

●acquire the ability to decide appropriate methods according to specific research needs. ZuK/HeeRMXVfYXGmOFxKRM1uDB2NfcVOQiYzZJ4F6jvvNB2Kh67NvGtfaPvhe5pF