Consumer Buying Behavior- You are the manager for a car dealership which sells and services luxury automobiles. You are interested in understanding more about the consumer buying behavior for your customer base in order to effectively meet customer needs. Currently, your advertising is limited and while you have a service department, many customers go elsewhere to have their car serviced.

• Outline the steps in the consumer buying decision process.
• Describe how your customers approach each step of this process for the purchase of a luxury automobile.
• Based on your findings, what changes should you make to your marketing mix to better meet your customer needs?
• What actions should you take to encourage loyalty among your customer base?