Foundation of Marketing(Consumer and Business Buyer Behaviour) Essay

Foundation of Marketing(Consumer and Business Buyer Behaviour) - Essay Example The third process is complexity which refers to the level of difficulty attached to the understanding and â€Å"use† of the product (Armstrong and Kotler 2011,p. 184). Divisibility which is the fourth process, arises when the product â€Å"can be tried on a limited basis† (Armstrong and Kotler 2011, p. 184). The final process is communicability which refers to the extent to which the results of using a product can be observed and shared with others (Armstrong and Kotler, 2011). Part II: Comments on Mike’s Letter Mike’s letter explaining why and how he decided on a business degree course highlights some of the stages that consumers go through prior to making a purchase. Mike manifested the relative advantage factor, which is the first characteristic influencing consumer purchase decision-making. Mike’s inquiries and searches demonstrate that he was comparing business degrees for relative superiority. The second characteristic, compatibility was very important to Mike. Mike was looking for a product that accommodated his own time table and his commitments to his family and at the same time left him with some free time.