Contents

• Introduction 3
• Importance of Understanding Consumer Behavior 3
• Characteristics Affecting Consumer Behavior 5
• Types of Consumer Buying Decisions 6
• Significance of Consumer Buying 6
• Products which Warrant Similar Buying Decisions 7
• Analysis of Decision Making Process 8
• Need Recognition 8
• Information Search 8
• Evaluation of Alternatives 9
• Purchase 9
• Post Purchase Behavior 9
• Recommendations for Marketers 10
• Conclusion 12
• Bibliography 13

Description

– This report is based on the following questions –
Section 1: Explain why marketers should understand consumer behaviour. Briefly describe the consumers you have chosen (e.g a well executive man, who is in his 30s married with 3 children. Present the Purchasing scenario (eg a man has a growing family and is looking to upgrade to buy a larger car.
Section 2: Identify and discuss the characteristics that affect consumer behaviour when purchasing a car. You need not describe all 4 characteristics rather pick the one(s) that is/are most relevant and one(s) that can be substantiate with credible sources.
.Section 3: Discuss the type of consumer buying decisions and the significance of consumer involvement high or low for the type of buying decision behaviour and also identify other products that may also warrant this particular type of buying decision behaviour for this consumer
Section 4 : Analyze each stage of the decision making process as each relates to the consumer when purchasing a car include an explanation of the consumer post purchase evaluation process.
Section 5: Based on your discussion and analysis from section 2,3,4,provide marketing suggestion and recommedations for marketers of cars who may well want to target this particular consumer.