MKT 2210 Lecture Notes - Lecture 4: Consumer Reports, Nyishi (Tribe), Customer Relationship Management
18 Dec 2018
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Women buy more than 50% of new cars sold in canada, and in uence 85% of all cars buying decisions. Women and men think and feel di erently about new car buying decision and experience. Style: women are more interested in interior design and nishing. Safety: for women safety is about features that help survive an accident. Shopping: women approach shopping as an intelligence gathering experience. The initial step in the purchase decision, is perceiving a di erence between a person ideal and actual situations that is big enough to trier a decision. This can be as simple as nding empty milk carton in the refrigerator noting, as a rst year university student, that your high school cloths are not the style that other students are wearing. After recognizing a problem, a consumer begins to search for information, the next stage in the purchase decision process. First, you may scan your memory for previous experience with products or brands.
