Year: 2024
Type: article
Abstract: \nBy analyzing the influencing factors of consumer purchasing decision-making behavior, brand enterprises can gain a deeper understanding of consumers' purchasing needs, thereby better formulating and developing marketing strategies. This article defines consumer purchasing decision behavior and points out that the notification of consumer purchasing behavior under the current new situation includes strong information collection ability, personalized consumption presentation, and high consumer initiative. Taking Starbucks as a case study, the influencing factors of consumer purchasing decision behavior are analyzed. They are economic factors, social factors, organizational factors, and individual factors, and targeted marketing strategies for enterprises under the new situation are proposed, including strengthening brand image construction, improving product personality level, enhancing online marketing capabilities, and cultivating professional marketing teams.\n
Author: Chen Zhang
Institution: Anqing Normal University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6903467642
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