Utility theory views consumer is as a " rational economic man". However, the factors influence consumer behaviors may include these activities, such as need recognition, information search, evaluation of alternatives, the building of purchase intention, the act of purchasing choice, consumption and finally disposal. Hence, it seems that all the consumer's activities in whose purchase processes. They will influence their choice. For example, when the property purchase consumer, he plans to research different kinds of properties information concern price, location, housing areas, room numbers, building facilities and environment facilities. He will find some sample target properties information to make comparison in order to decide to buy which of property is the most suitable to satisfy his living need.However, it is not only one activity for the property purchase buyer in his decision making process. It also include evaluation of alternatives activitiy when he ensures the accurate property information number in order to evaluate whether which one of all these property choices is the most suitable one. Hence, it explains that property information research and evaluation of alternatives both activities are needed to spend much time for this property buyer. If he does not plan to find one property to live in short time, it is possible that he can spedn one month, even more than one month or more than three months time to do the only property information gathering activity.
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