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. ucXXm81wNUY72V3wAmn3mhgNO/IP4lLYLGWOqE5lQP+zW5sE8wHXsrQ9A8nW1TVL