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Consumer Behaviour
0 The consumer is the focus of all retail business and it is important to appreciate how
00 consumers are influenced in their buying decisions. Most of consumers, before making a
34 purchase, gather information and evaluatewiththe alternatives, but the extent to which
35 they look for information depends on the type of purchase. For example, in the case of
36 routine grocery purchases most consumers respondtoautomatically. However, for
37 purchases where the risk of making the wrong decision is greater, like buying a new
38 car,sothe search for information is more important. The decision to purchase is never a
39 single decision but a number oftheseseparate decisions, and at any time during this
40 process, consumers can change their mindsaboutand choose an alternative route. For
41 example,althougha consumer may have decided where to buy a product only to realise
42 at the last moment that this is, in fact,havingthe wrong choice. The price in the store may
43 be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit
44 facilities and efficient staff all lead to atoopositive impression, so retailers should
45 remember how difficulties in these areasthatcan affect a sale or even lose a customer permanently.
