Chapter 6 Consumer Decision Making

The consumer's decision making process might be the most intense and detail-oriented process out of any other product when buying a car.  When it comes to spending that much money on a product , the consumer  will carefully examine every pro and con that the car has to offer. If the consumer knows what he or she is looiking for, Audi makes this process quite easy. In the intiaal stages, the consumer will most likely test drive an Audi.  Audi's new Quattro system allows the driver to have an almost velcro-like grip on the ground, while they're new emission-reducing engines still create the same amount of raw power that a normal, environmentally harmful engine would. Social class obviously has something to do with the process, as someone who makes a six figure salary probably wouldn't want to drive a Honda or Toyota, as they are not appropriate signs of ones social status.   When it comes to post purchase behavior, the consumer will be extremely pleased with Audi's top of the line customer service who always take great care for the customer if there is an issue. Also, to match up with their competitors, Audi has begun to give their cars a better resale value. Audi's focus on the consumer has become one of the most important priorities to them, and is part of the reason that keeps the company successful.