Dear Diary,My heart is racing to buy a

car!

By : Disha Bedi

Jaime’s Dilemma

v/s

Decision making process

Need Recognition and Problem Awareness

Information Search

Evaluation of Alternatives

Purchase

Post purchase Evaluation

CRV v/s Mustang

Final decision – Main factors

Utilitarian and Hedonic Needs

Needs

Usually associated with workUsually associated with fun

Basic needs of Jaime

Jaime’s Utilitarian and Hedonic Needs

Balancing Utilitarian and Hedonic Needs

Honda CRV Ford Mustang

Utilitarian Needs

Hedonic Needs

The Alternative

Suggestion : Jamie should take the promotion in the packaging company and work for a few more months to save upto $ 9000

Purchasing Plan : Nissan MUV AWD and Ford Mustang Total Budget : $ 9000

First Buy: Nissan MUV• Price range $ 2500 -$3500• Model 2000• Miles 150,000 – 200,000 • Fuel Economy is high• Maintenance is minimal Second Buy : Ford Mustang• Price $ 5900• Fuel Economy moderately low• Maintenance is periodic

Conclusion

With this plan both type of Jamie’s needs are met and he can buy two different cars for different purposes.

NISSAN MUV AWD FORD MUSTANGUtilitarian and Functional Needs

Hedonic Needs

Transportation of cartons Fulfillment of dreamRoad Trips with siblings Thrill , pleasure, speedBetter drivability in snow covered roads of Wyoming

Status , Lifestyle , perception