Question

The video features Roger Scholfield, owner and general manager of Scholfield Honda located in Wichita, Kansas, and several of his employees describing the characteristics and profiles of the dealership's customers. With respect to purchases of both new and used vehicles, customers tend to be very interested in ones that are fuel-efficient and environmentally friendly. The video focuses on describing the key characteristics of customers who are interested in and knowledgeable about hybrid or alternative fuel vehicles. Factors such as the customer's age, level of education, attitudes, and needs are explored. Roger Scholfield acknowledges that prospective customers often comparison shop at other dealerships — and he says that he welcomes such buyer behavior. He believes that his dealership has a competitive advantage over other dealerships because of the friendly atmosphere and exceptional experience people get at Scholfield Honda. By appealing to customer's needs, desires, attitudes and beliefs, this enables Scholfield Honda to attract and retain customers.

Potential automobile buyers who are shopping for an appropriate fuel efficient and environmentally friendly vehicle are probably operating in which phase of the purchase process?

Answer 1

Prospective buyers in search of fuel-efficient and environmentally friendly vehicles are in the information search phase, where they gather relevant product details.

Step-by-step explanation:

Potential automobile buyers who are shopping for an appropriate fuel efficient and environmentally friendly vehicle are likely in the information search phase of the purchase process. During this phase, consumers are gathering information about products that satisfy their needs. In the case of Scholfield Honda, the focus on providing hybrid and alternative fuel vehicles caters to customers prioritizing fuel efficiency and environmental impact. This phase is crucial as it sets the stage for further customer decision-making processes.