2. Understanding of the problem: Awen has the ability to buy her own car, because all her colleagues and friends already have their own cars. But I have to take that crowded bus every day, and my own work place is so far from home. I began to have plans to buy a car. Gathering information: With a plan, Arvin began to take action. First, she began to have her own clear price tag from the plans of driving school classmates, driving school masters, neighbors, family members, colleagues, marketers and automobile magazines around her. Purchase evaluation and selection: At this time, Gao Jiawen has begun to understand the basic prices of various automobile manufacturers, which brands are produced by various manufacturers, the displacement of different engines of the same brand, and the configuration of automobiles. After repeated comparisons, Gao Jiawen began to lock Buick Excelle and Honda Fit. In particular, Buick Excelle and Gao Jiawen began to analyze the comments of the forum. Shop choice and purchase choice: Awen began to ask his friends how they felt after using the car, so he had his own preliminary understanding.
3. Related groups refer to groups that can influence and influence others' behaviors, attitudes and opinions. In this case, the first group to play a role is Gao Jiawen's colleagues and friends. The working place is far from home, the traffic is heavy, and the round trip time is long, which increases the demand for car use. Friends and colleagues have joined the team of car owners, which prompted Gao Jiawen to have a psychological demand for cars.
4. Consumers' economic status, their occupation and status, their age and gender, their personality and self-concept. Searching for information can make consumers attracted by our information and make consumers make purchase decisions.
5.( 1) Personal sources: relatives and friends are typical external sources of information; In the process of learning to drive, communicate with people who learn to drive. Open sources: online forums, professional automobile websites, etc. Some surveys show that the Internet has become the main channel for consumers to obtain relevant information before buying a car: magazine advertisements, car advertisements, posters, radio and television, etc. In daily life, it is a closely related information source. Awards from some organizations and so on. Source: watch the auto show; The introduction of the salesman. Your own practical experience, such as test drive. (2) Internet, TV, newspaper, telephone, communication, etc.
6.( 1) Confirm the internal causes of demand: the work place is far from home, the traffic is heavy, and the round-trip time is long, which increases the demand for cars. External cause: Friends and colleagues joined the team of car owners, which made Gao Jiawen have a car. (2) Information collection 1, personal sources (1) relatives and friends are typical external sources of information; (2) In the process of learning to drive, communicate with people who learn to drive. Public * * * sources (1) online forums, professional automobile websites, etc. Some surveys show that the Internet has become the main channel for consumers to obtain relevant information before buying a car. (2) Magazine advertisements, automobile advertisements, posters, radio and television, etc. , is a relatively close source of information in daily life. The source of goods (1) depends on the auto show; (2) the introduction of the salesman. 4, own practical experience, such as test drive. (III) Scheme evaluation The general scheme evaluation is mainly carried out from the following five aspects: analyzing the attributes of products, establishing attribute grades, determining brand beliefs, forming an "ideal product" and making a final evaluation.
7. Arvin's car purchase process is also a consumer decision-making process.
8. Know the existence of problems, understand and collect information rationally, listen to others' opinions carefully, have your own opinions and clearly understand your own needs.
With the development of social economy, people's living standards are constantly improving, and under the influence of many factors, people's demand for cars is increasing. (1) Changes in some related industries will also affect the purchase of products. For example, the rising oil price and the rising price of learning cars will affect consumers' enthusiasm for buying cars and the displacement of models and cars to a certain extent. (2) Changes in national policies will change consumers' purchasing direction. (3) Infrastructure construction in the social environment will also affect consumers' car buying behavior. The continuous improvement of infrastructure has increased the practicality of cars and the necessity of buying cars.