Posted: August 4th, 2022


Many businesses would like to get inside the minds of their customers to know what they are thinking. This can be accomplished through understanding the factors that influence consumer buying behavior. Follow these three steps to complete this Discussion question:

Step 1:

Go to the Strategic Business Insights® website and take the VALS® Survey by copying and pasting this URL into your web browser:

Step 2.

Choose a car manufacturing company from the list and visit the company’s website to conduct an information search and evaluate the alternatives of the complete product offering.

Toyota Kia Motors Hyundai
Ford General Motors Renault


Step 3.

Answer the following questions pertaining to consumer decision making:

  1. Based on the information you gathered and alternatives available on the company website you explored, which vehicle offering seems to be the most relevant to your needs? Explain why?
  2. Using the results of the VALS® survey, describe the accuracy of results and relate them to your vehicle choice.
  3. Select three of the forces discussed in Chapter 6 (Exhibit 6.3) that affect consumer behavior and explain why they would impact on your decision to buy the vehicle most relevant to your needs.

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