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
Step 1: Go to the Strategic Business Insights® (©2009-2014)
website and take the VALS® Survey by copying and pasting this URL
into your Web browser: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
This survey determines a person’s consumer preferences, attitudes,
To Receive an Accurate VALS Type: By design, the questions are
for use by people whose first language is American English. If you
are not a citizen of the United States or Canada, residency should
be for enough time to know the culture and its idioms. If you do
not meet the these conditions, your VALS type will not be
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 Mercedes Benz Volvo Alpha Romeo Ford
General Motors Renault BMW Nissan Tata
Step 3: Using research from Chapter 6 in your textbook, write
your response to the following questions pertaining to consumer
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? Using the
results of the VALS survey, describe the accuracy of results and
relate them to your vehicle choice. Select three (3) of the factors
discussed in Chapter 6 (Exhibit 6.3) that affect consumer buying
behavior and explain why they would impact your decision to buy the
vehicle most relevant to your needs. To obtain full credit for this
Assignment, you must answer the available topic as thoroughly as
possible. Your answer should be thoughtful and composed using
complete sentences. Please follow the Discussion guidelines as
provided in your Syllabus.
Be sure to comment on at least two of your classmates’ posts.
Your comments should be substantive and well-reasoned. Just
agreeing with comments of another student does not fulfill this
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