Consumer Perception Towards The Use Of New And Used Product (automobile Industry)

CHAPTER ONEINTRODUCTION1.1 Background of the Study    Consumer perception is critical and fundamental to understand as it shapes their buying decisions, based on their sensory preferences-sight, sound, taste, smell and touch. Of course the culture, demographics, family and friends and other factors influences the consumer perception and interpretations (Gothan& Erasmus, 2008). The perceptions consumers have towards a products or service have a dramatic effect on their purchasing behavior. That is why businesses spend so much money marketing themselves, honing their customer …