BEC阅读全真试题：Consumer Behaviour

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　　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 of

　　36 routine grocery purchases most consumers respond to automatically. However, for

　　37 purchases where the risk of making the wrong decision is greater, like buying a new

　　38 car, so the search for information is more important. The decision to purchase is never a

　　39 single decision but a number of these separate decisions, and at any time during this

　　40 process, consumers can change their minds about and choose an alternative route. For

　　41 example, although a consumer may have decided where to buy a product only to realise

　　42 at the last moment that this is, in fact, having the 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 a too positive impression, so retailers should

　　45 remember how difficulties in these areas that can affect a sale or even lose a customerpermanently.