Consumer Behaviour 5 m3 C4 Z: G: Y! X
0 The consumer is the focus of all retail business and it is important to appreciate how
& R- x. r6 U+ \) c( _" m1 q 00 consumers are influenced in their buying decisions. Most of consumers, before making a 5 m$ k$ c2 D- H7 ? P0 I
34 purchase, gather information and evaluate with the alternatives, but the extent to which
9 f$ ~ @9 q* v; H 35 they look for information depends on the type of purchase. For example, in the case of / I: n" `( {3 X, J
36 routine grocery purchases most consumers respond to automatically. However, for 4 s& I- U# n' N1 C: n, P
37 purchases where the risk of making the wrong decision is greater, like buying a new ( s8 \' C7 _* \8 I' P$ e
38 car, so the search for information is more important. The decision to purchase is never a www.ExamW.CoM
+ d' @- s$ t; o4 o3 \. C" ] 39 single decision but a number of these separate decisions, and at any time during this
* s% o9 b6 J3 |( Q) Q) _; A7 N 40 process, consumers can change their minds about and choose an alternative route. For
& s5 I" g1 l0 T4 ?4 T% G0 F# \ 41 example, although a consumer may have decided where to buy a product only to realise - j I# ?# |% M/ C
42 at the last moment that this is, in fact, having the wrong choice. The price in the store may
5 e; e$ u+ W2 ~" J% ` 43 be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit % m5 i6 `& s; b3 k3 \ A& U
44 facilities and efficient staff all lead to a too positive impression, so retailers should
* \& n$ _& a, O( I 45 remember how difficulties in these areas that can affect a sale or even lose a customer permanently. |