BEC历年阅读真题详解(18) ' u% f. w1 T6 S P2 K% E6 Q
Consumer Behaviour
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4 i7 y3 f/ M9 U- s3 ]- [2 |0 The consumer is the focus of all retail business and it isimportant to appreciate how& T1 C- g- z; q& w* n) ^
00 consumers are influenced in their buying decisions. Most ofconsumers, before making a! q3 z. `0 R7 m! O7 H( c
3 Z A- r6 W& m34 purchase, gather information and evaluate with thealternatives, but the extent to which6 q9 O7 l& g8 {, a" h! }6 Z+ N
35 they look for information depends on the type of purchase. For example, in the case of' [# g3 m2 t; i; B `- n% C) T
36 routine grocery purchases most consumers respond to automatically. However, for9 P, m/ r ?% q0 c# G2 h) N
37 purchases where the risk of making the wrong decision is greater, like buying a new6 G$ y1 _& v/ f
38 car, so the search for information is more important. The decision to purchase is never a+ _/ Y2 v% Q' M& l% s6 ^( D% m0 O1 d
39 single decision but a number of these separate decisions, and at any time during this
% M' A4 J: J- [* y) A40 process, consumers can change their minds about and choose an alternative route. For
! w: t- {9 P+ _! w( M) \9 l$ M41 example, although a consumer may have decided where to buy a product only to realise7 d3 Q/ e, |; Q8 Q
42 at the last moment that this is, in fact, having the wrong choice. The price in the store may( x" a0 r+ |% S0 _
43 be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit- _$ Z7 P: r2 N% |7 |8 z* a
44 facilities and efficient staff all lead to a too positive impression, so retailers should
# Q) t8 z2 Q4 V- G0 c8 D45 remember how difficulties in these areas that can affect a sale or even lose a customerpermanently. |