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. ERCAu719Wy4nDu4Ol7j4G/7xi/2rCtNhfERO55vzpzcasYcmF6IePojD5vV09WrP