BEC历年阅读真题详解(18)

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BEC历年阅读真题详解(18)  
Consumer Behaviour

0 The consumer is the focus of all retail business and it isimportant to appreciate how
$ K- O, j7 O4 a3 E( ~3 D00 consumers are influenced in their buying decisions. Most ofconsumers, before making a
! o) [$ ~5 o3 g
! X- @# ], T; X' }) ?34 purchase, gather information and evaluate with thealternatives, but the extent to which
& A1 H2 ~/ E: W35 they look for information depends on the type of purchase. For example, in the case of
36 routine grocery purchases most consumers respond to automatically. However, for
37 purchases where the risk of making the wrong decision is greater, like buying a new
38 car, so the search for information is more important. The decision to purchase is never a
6 k+ I3 @4 U7 z) ]; b39 single decision but a number of these separate decisions, and at any time during this
2 d& E) [$ t- B; p& ~6 }& i40 process, consumers can change their minds about and choose an alternative route. For
5 o# Z) a7 w) ^' q( s( ?5 Q41 example, although a consumer may have decided where to buy a product only to realise
1 s3 r6 j6 Y) G1 ^42 at the last moment that this is, in fact, having the wrong choice. The price in the store may
- }2 S& S% ]" m  o) ^; Y7 Z43 be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit
44 facilities and efficient staff all lead to a too positive impression, so retailers should
2 P) k5 V: _  l45 remember how difficulties in these areas that can affect a sale or even lose a customerpermanently.