购买活动不是最近才出现的现象。事实上，买卖必须源于一种形式或是另一种形式的社会起源。随着社会的发展，这个概念也经历了自然，形式和种类的变化。最初，购买也许必须与个人需求有关，而这些需求是他们无法通过自己的活动实现的，并且开发了资源以获得他人来购买的一种形式。这导致了人类社会商业化的活动。随着社会的发展，购买行为开始获得各种表现形式。整体销售购买和零售购买的概念是通常在社会中做出的传统区别。前者通常与交易者有关，后者与个人有关。在这个时代，这种区别似乎是重叠的，当购买不仅与实际需求相关而且已经成为一种活动本身和一种具有其自身复杂性的现象时，新形式逐渐出现。没错，它导致了消费主义出现。购买不仅是为了满足需求，而是为了满足个人的冲动，愿望，需求和动机。购买的根源在于各种行为和社会科学，如经济学，心理学和管理科学，这些现象已经以多种方式进行了研究。目前的工作是试图研究个人购买零售时的购买活动，这种活动是出于他为实现某种愿望而产生的内在冲动所激发的。
ACKNOWLEDGEMENTS致谢
It is my great pleasure to acknowledge my indebtedness to people for their help and assistance in the preparation of my thesis. To my supervisor, Prof. (Dr.) Gandharva Joshi, (Dept. of Psychology, Saurashtra University, Gujarat), I owe a profound debt of gratitude for his help, guidance and of course encouragement throughout the period of my research. At every stage of my research he has been a source of inspiration, strength and continued support with his vast knowledge and wide understanding. Prof. (Dr.) Suresh Ghai, Director General –K. J. Somaiya Institute of Management Studies and Research (SIMSR) has always inspired me and took keen interest in the quality of my research. He has always been willing to help me in all possible ways. I am indebted to Prof. (Dr.) Satish Ailawadi, Director- SIMSR who is a guiding force in my research activities. Prof. P.V. Narsimham, Professor Emeritus, SIMSR has always been supportive and helpful in my research. I am really very happy to express my sincere thanks and gratefulness to my senior colleagues at SIMSR for their valuable suggestions in the course of my study. I am grateful to my friends and colleagues at SIMSR for their valuable discussions and deliberations during the course of my research. My sincere thanks are also due to my students for their assistance in several ways. My classroom discussions with them proved both informative and helpful. My thanks are also due to the staff of SIMSR My father Prof. (Dr.) D. D Sharma, former Pro Vice Chancellor , University of Lucknow has always stood behind me in all my academic activities and has proved to be a solid support in times of difficulties. My mother Late Mrs. Dayamoyee Sharma always provided all help and encouragement towards my educational development. Frankly, I could not have completed this project without the active support, help and encouragement from my husband Mr. Shashi S Kumar. A research project of this kind has inevitably to undergo several phases of hardships and in all those phases my husband proved a pillar of strength and kept goading me to achieve my goal. My brother in law, Prof. (Dr.) S. P. Singh, Head-Dept. of Bio- Sciences, Saurashtra University, Gujarat & my sister Dr. Aneeta Singh constantly encouraged and provided all the necessary help in the pursuit of my Ph. D research. In fact, they have been stimulating force behind my research activity. I am sincerely thankful to my brother Dr. Manoranjan Sharma and my sister in law Mrs. Archana Choudhary for their encouragement. My thanks are due to my sister Mrs. Reeta Sharma and my brother in law Dr. Sharad Kumar for their interest in my research endeavor and progress. My nephews and nieces provided the necessary pleasant surroundings during my research activity. Thanks to them. I am grateful to my inlaws for their constant impetus towards the completion of this work. (Kiran Sharma)
INTRODUCTION 介绍
1.0 Introduction
Buying as an activity is not a recent phenomenon. In fact, buying and selling must have originated in one form or the other with the origin of society. As society developed, the concept also underwent changes in nature, form and kind. Initially perhaps, buying must have been related to the needs of the individual which they were not able to fulfill from their own activities and developed resources to acquire form others. This led to the activity of commercialization in human society. With development in society the activity of buying began to acquire vario
