1.0 Executive summary
Overall this report was about the researches on the high involvement purchases. The subject for this report was Mr. Goh Boon Sim who recently purchased a Daihatsu lorry due to some necessities. There are four types of influences that influenced Mr. Goh's decision and his behaviour when he decided to purchase a lorry. The four influences were external influences, which will be explained on the demographics, lifestyle, marketing activities that affect consumer's perspective. As for the internal influence explains what are the consumer's needs and motives, perception/learning, personality and attitudes before the purchase. Situational influences such as time, social, task antecedent to be explained on what situation that affect consumer to purchase this product and lastly the decision process decision that explain the questions on how, when, who and where the consumer purchased the lorry. Theories were included as well for each influence to explain thoroughly on what Mr. Goh thinks and do before he decided to purchase this lorry.
2.0 Introduction
The subject for this report was Mr. Goh who purchased a lorry this year (2005). Mr. Goh was a businessman for a pottery manufacture for almost 22 years since year 1983. He started his business with his partner in 1983 but after his partner left the business, Mr. Goh and his wife took over the whole factory and strived hard to achieve his goals. As times goes by, the business were improving each year. Mr. Goh not only sold local pots to customers but also imported pots and vases from Vietnam, China and more. His customers were not only in a small town named Kuching, but his business also known in Germany, Sweden, Australia, Brunei, Sabah, West Malaysia and more.
As th ...