Interaction Between Consumer Behavior And Retailer Behavior In Our Country

Consumer behavior is the foundation of all the management strategy, especailly for the retail industry, which directly provides products and service to the consumers. It is very important to understand consumer behavior for carrying out the marketing strategy.After fierce development these years, the retail industry in our contry has become more mature and stable. This development has imposed on the consumers and their purchasing behavior has changed a lot. Now they have their own idea about different kind of retailers. By studying these changes and ideas throughly, the retailers can choose the best competing stategy and the manufactures can find out the best channel strategy.According to the literature and field surveys of consumer behavior and retail marketing, after studying the situations in Chinese market, the thesis brings forward the interaction between the consumer behavior and the retailer behavior. Then through an empirical research, the thesis finds out the main factors influencing this interaction. The analysis through this interaction shows the trend of some main retailers in our country in the future.This thesis brings out the interaction research model between consumer and retailer, which is meaningful to the practice of domestic retailers and manufactures. It also provides a thinking path for similar studies in this area.