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Consumer Behavior Observation I chose to observe a car salesmen for my observation paper who happens to be a friend of mine The observation took place on a saturday totaling roughly about two hours of observation time involving two different customers looking to purchase a vehicle The dealership sells both new and used vehicles During this time I noticed several different sales techniques that were used that I will try to analyze throughout this essay The first observation took place on a saturday between the hours of 900am to 1000am Having been told that weekends are the busiest time I was confident that there would be plenty to observe The first customer was a white male I would say in his mid-40s dressed in jeans with a leather jacket This customer had seen a maroon 1994 mercury sable on their saturday morning showcase that airs at 800am and seemed very interested and anxious to take a look at the vehicle The first words that were said by the salesmen in his greeting was how are you doing this morning is there anything that I can help you with whichwas then followed by what seemed to be a firm handshake The salesmen then preceded to take the customer out to the lot to show him the vehicle He then began to explain to the customer that the automobile was fully loaded and in his exact words said that the car was a diamond Upon the customer inspecting the vehichle he asked to take the car for a test drive which he then did About a half hour later the customer then returned making an offer of 2 800 which was refused The salemen said that they could not budge on the price because the car was on special He then preciede to take out the NADA which is a book that is used to determine the worth of a vehicle at its
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