商品企划中目标市场的把握好坏,关系着企业的存亡,把握目标市场最重要的就是把握消费者,即掌握他们的消费行为与鞋靴消费生活。消费行为指消费者为了满足其需要所表现出对消费生活的态势和购物的态度习惯。它包含着三个要素,即购买行为、买物行为和消费生活行为。在消费行为中,消费者在市场上许多的商品中选择购入自己需要的商品即为购买行为。消费者行为不是单纯指在市场上买了或没买,因为这只是一个购买行为的侧面。实际上为了买物而出入 Good or bad grasp of the target market in product planning, the relationship between the survival of enterprises, the most important thing to grasp the target market is to grasp the consumer, that is, master their consumer behavior and consumer life. Consuming behavior refers to the consumer to meet their needs demonstrated by the attitude of consumer life and shopping habits. It contains three elements, namely, buying behavior, buying behavior and consumer behavior. In consumer behavior, consumers choose to buy the goods they need in many products on the market. Consumer behavior does not simply mean buying or not buying in the market, because this is just the side of a buying behavior. In fact, access to the goods