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
00 consumers are influenced in their buying decisions. Most ofconsumers, before making a
34 purchase, gather information and evaluate with thealternatives, but the extent to which
35 they look for information depends on the type of purchase. For example, in the case of36 routine grocery purchases most consumers respond to automatically. However, for37 purchases where the risk of making the wrong decision is greater, like buying a new38 car, so the search for information is more important. The decision to purchase is never a39 single decision but a number of these separate decisions, and at any time during this40 process, consumers can change their minds about and choose an alternative route. For41 example, although a consumer may have decided where to buy a product only to realise42 at the last moment that this is, in fact, having the wrong choice. The price in the store may43 be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit44 facilities and efficient staff all lead to a too positive impression, so retailers should45 remember how difficulties in these areas that can affect a sale or even lose a customerpermanently.
