Research Paper on:
Enterprise Rent - A - Car ; A Case Study

Unformatted Sample Text from the Research Paper:
that different consumers will make their decisions. It has been known for a long time that consumers may be divided into various grouping dependant on their income, and as such  the can be targeted by the different companies and advertising agencies, but this does not tell us what goes on in the black box. This is what the decision making  process by the consumer. This has been a difficult area to research as the internal workings of the mind are involved and there are many influences on this behaviour and  the way in which the choice is made. Research into this area has identified that the process that goes on in this black  box is usually undertaken in one of two ways. This may be by the category-based evaluation or piecemeal processing (Hadjimarcou et al, 1999). To look at how different consumers, such  as replacement vehicle, a holiday or leisure rental of a businessman, the models need to be considered. Category based decision making is a  method of evaluating a product (Hadjimarcou et al, 1999). The category based process will involve the consumer will make use of the existing knowledge or memories that they already have  regarding the product (Hadjimarcou et al, 1999). They may remember that a particular brand is associated with a set image, or received a good review in magazines. Advertising plays a  part in this process as it gives the consumer a knowledge or perception of the product prior to the consumer aeven thinking about the purchase (Kahn, 1998). Even though this  may not be remembered consciously the consumer may have this clue or memory stimulated when they see the brand and make the association (Hadjimarcou et al, 1999). There is