Buyer Behaviour

Decision on the product to be purchased

I was using a Mitsubishi Pajero, which was bought in January 2009. Time had come to change the model, since I have been using the SUV for five years and the warranty on the vehicle had since expired. With new introduction of the new models and the service contracts (free service for the first five years or 100,000km) offered by the agents, opting to change to a new model became an attractive option and a necessity due to warranty expiry.

Due to the high cost to be incurred for a purchase of new vehicle, the purchasing of a new vehicle had to be made during the months of January to February 2014, due to special offers / discounts given by the dealers. In Dubai, where I currently reside, special discounts coupled with bundle offers are given during Dubai Shopping Festival season and this is the best time to go for a purchase such as a vehicle.

In order to search for a new vehicle, which will suite my budget and to assess and compare the offers given by the dealers, I commenced visiting all the authorised dealers for reputed brands in order to comprehend my options. The process commenced during November 2013, since the decision has to be finalized by January 2014. Price, free services offered, options, brand name, after sale services and other benefits offered with the the vehicle, were the main criteria’s assessed in order finalize the purchase.

Mitsubishi Pajero was replaced by a Ford Explorer 2014 model. Reason for the purchase (consumer behaviour) and the factors that influenced the purchase will be further discussed in this report.

Consumer decision process

The person who recognizes a necessity or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process is defined as a consumer. Consumer behaviour is an ongoing process and not just what happens when a consumer pays cash to receive some good or service. (Solomon 2013, p.32) Consumer behaviour is...