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Web of Proceedings - Francis Academic Press

Consumer Planned Behavior Theory Based on Transformation and Its Application in Marketing

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DOI: 10.25236/ermbfe.2019.024


Zhang Mu

Corresponding Author

Zhang Mu


With the rapid development of China's market economy, the pressure in the process of product reform and innovation in China's enterprises is increasing, and the market competition is becoming more and more fierce. In the marketing, due to some problems existing in enterprises, consumers will not have a good shopping experience, thus affecting the sales volume of products. Consumers must make adequate planning and preparation when shopping. In order to seek the stable development of enterprises themselves, enterprises need to innovate from the perspective of market consumers in the marketing management reform. The fee-planning behavior theory holds that when consumers implement rational consumption behavior, they will be influenced by consumers' attitudes toward products, others' judgments on consumer behavior, and consumers' judgments on their own control of consumer behavior. Based on the perspective of transformational change, this paper analyzes the application of consumer planning behavior theory in marketing, and provides direction guidance for the formulation of marketing activities and marketing strategies.


Market economy; Marketing; consumer planning; Behavioral theory