The Harley Davidson

1431 Words6 Pages
Consumer buyer behavior refers to the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption. All of this final consumer combine to make up the consumer market. The American consumer market consist of more than 300 million people who consume more than $13 trillion worth of goods and services each year, making it one of the most attractive consumer markets in the world. The world consumer market consists of more than 6.6 billion people who annually consume an estimated $65 trillion worth of goods and services. Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services. How these diverse…show more content…
Consumers can obtain information from any several sources. These include personal sources (family, friends, neighbors, acquaintances); commercial sources (advertising, salespeople, dealer Web sites, packaging, displays); public sources ( mass media, consumer rating organizations, Internet searches); and experimental sources (handling, examining, using the product). The relative influence of these information sources varies with the product and the buyer. 3. Evaluation of Alternatives: Alternative evaluation is the stage of the buyer decision process in which the customer uses information to evaluate alternative brands in the choice set. The marketers need to know about alternative evaluation-that is, how the consumer process information to arrive at brand choices. Unfortunately, consumers do not use a simple and single evaluation process in all buying situations. The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consume and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumer makes buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice. For example, Harley-Davidson is your choice and the

More about The Harley Davidson

Get Access