Identifying the influence of direct experience on decision-making in terms of purchasing car
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Previous studies strongly suggest that, direct experience makes consumers familiar with product, and they obtain relatively high levels of product knowledge. It allows consumers to have higher abilities to process information and simplify decision-making. The paper aims to examine the influence of direct experience on consumer purchase decision-making and illustrate the difference of experienced and inexperienced consumers in decision-makingprocess. This paper is based upon decision-making process model. The Paired-SamplesT-tests was conducted in order to explore the aim of paper. The empirical findings indicate that direct experience explicitly influence consumer purchase decision; experienced consumers behave differently in comparison with inexperienced consumers in decision-making. Experienced consumers tend to search narrower information and have more confidence with their decisions. They give functional attributes relatively more importance than inexperienced consumers. Although experienced consumers spend longer time onsearching information online and visiting car shops. However, there is no significant difference in whole decision-making time between experienced and inexperienced consumers.
Place, publisher, year, edition, pages
2015. , 36 p.
consumers, repurchase, decision-making, direct experience, automobile
Economics and Business
IdentifiersURN: urn:nbn:se:uu:diva-255998OAI: oai:DiVA.org:uu-255998DiVA: diva2:824290
Subject / course
Business Aministration and Economics Programme