A consumer’s behavior refers to his mental and emotional processes and his observable behavior while he acquires, consumes and disposes of a particular product or service. Some consumers in the market tend to make up their minds quickly concerning about whether to buy or not to buy a specific offering while others may take time for decision making as they consider many factors such as other’s feedback and reviews, money-value, durability, quality, etc(Cant, Strydom, and Jooste, 2009, p. 62).
For most consumers, buying a car is the second most priority after investment in the house. Some consumers in the car market are influenced by brand image, facilities, luxurious and expensive cars, etc, whereas others buy car basically for home and family purposes. In each market, different people make different buying decisions. Some companies target people who look for luxurious cars and they set extensive budgets for advertising, adding facilities, etc, whereas some other companies provide cars at the lowest cost possible and thus they don’t have unlimited budgets for advertising.
When a consumer buys a car, the buying process normally goes through five stages. It starts from consumer’s recognition of the need, and then it passes through information search, evaluating alternatives, taking purchase decision and post-purchase evaluation. For impulse buying or purchasing small items such as food and drinks, the consumer does not always follow these stages, and they even skip one or a few of these stages. However, these stages are found very evident in consumer’s decision making for buying durables and gig items such as refrigerator, AC, and car (Ferrell and Hartline, 2012).