Chapter 5, Problem 5.15VC

Summary Introduction

Case summary:

GI Company has provided money for job training and placement programs by its chain of thrift stores. Everyone thinks that the thrift stores are low-class and musty operation, but GL Company has changed such perceptions by focusing on the concepts of consumer behavior. The company even recognizes certain factors on how customer makes purchasing decisions. Later, the company was able to maximize customer value through offering the right mix of goods and services at an affordable price.

Character in the case:

• Company GI

Consumer buying behavior:

The purchasing behavior of the households and the individuals for their personal consumption is known as the consumer buying behavior. Thus, the individuals and the households are known as the final consumers.

To discuss: The four sets of factors that affect consumer behavior.