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Web of Proceedings - Francis Academic Press

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

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DOI: 10.25236/soshu.2020.044


Pengpeng Feng

Corresponding Author

Pengpeng Feng


The theory of consumer planned behavior was first put forward by American marketing scholars. It is mainly based on people's behavior theory that consumer behavior has an important impact on the marketing of enterprises. The theory divides the consumer's planned behavior into these different stages, which fully shows the psychological changes of the consumer's purchasing behavior. The three structures in the theory of consumer's planned behavior have a very significant relationship of sequential arrangement and progressive layers, thus effectively affecting the consumer's final consumption behavior. This paper makes a detailed analysis of the consumer planning behavior theory based on the transformation and transformation, so as to provide more valuable references to production enterprises and improve the current marketing level and efficiency.


Consumer planning behavior theory, Marketing, Application