Consumer Confidence: Preparation Pays Off
This case study is really important to know what are the steps involved in the process of decision making while a consumer plans to make a purchase. In the case study Maya who is a student and going to graduate from the medical school is planning to buy a car that she can used to go to the hospital for her practice and utilize it for other of her travel needs. In the case study her family have also been a part of the decision making process. In the following discussion I would elaborate on the different aspects of the purchase decision while answering the questions present at the end of the case study.
- Based on the various perspectives of consumer decision making, what type of a shopper is Maya and why?
Maya did not make a compulsive or impulsive decision when she wanted a car. Instead she made a well-planned decision. It took her around a year to make the decision. It might look a long time but in her circumstance, it looks justified to me. She had to do her studies and also search for information about a car that would suit her needs. The type of decision making that Maya used is called extensive decision making (Babin, B. & Harris, 2015). These kind of decisions are necessary when you are buying expensive items such as a house or a car. Maya had engaged in an extensive information search for her car purchase decision. In fact she has gathered so much information that would even be enough to startle the car enthusiasts. She did want the help of her family but she also wanted to restrict the help and not let her family control the whole purchase process. She has been in control of the process from the beginning till the end.
- Apply the consumer decision-making process stages to Maya’s actions as a consumer, or describe Maya’s actions within the framework of the consumer decision-making process.
Maya’s decision of purchase has been accordance with the purchase decision framework explained in the consumer decision making process. The first step in the consumer purchasing decision making process is the recognition of the need. According to the case study, Maya had recognized her need at the final year of her studies when she knew that after she has completed her studies, she would need a car to help her travel. It should be mentioned that already had an old car but according to her travel plans in the future, a new car was necessary.
The next step in the purchase decision making is to gather information about the items that you want to buy. Maya did an extensive information gathering search. She used internet, asked friends and utilized other sources that would let her gather auto information. She has been busy for almost a year with her information search from all the sources that she can find.
The next step in the decision making process is the evaluation of different alternatives. Maya did that very effectively as she has been gathering information about Diesel, Hybrid and other cars. This would definitely help her make a good purchasing decision.
What I understood from the case study is that Maya has not yet made the purchase decision. Thought soon she is going to make a decision. Which would then provide information about her post purchase decision behavior.
- Is Maya utilizing the affect-based or attribute-based evaluation process? Justify your answer.
During her extensive search for information about different makes and models of cars, Maya did make a kind of list of specifications that she wanted her future car to comply with. I think that these specifications are what can be called as the attributes that are used in the evaluation process. Therefore, I do think that she utilized the affect-based evaluation process also called attribute-based evaluation process.
- Based on the information provided in the case, what are the determinants of the evaluative criteria that the customer is using? Explain each in detail.
Maya is looking at different things that are helping her evaluate her purchasing decision. For example she is concerned about the insurance that she would have to pay. Thought she is not so strict with what the actual price of the car might be. Maya is also interested to know what the different aspects of the functions of the different makes and models of the cars that she is gathering information about. These specifications are also acting as the determinant of her evaluation criteria.
- In your opinion, which decision rule (compensatory or non-compensatory) is Maya utilizing in her car-buying process?
As I can see from the information provided in the case study, Maya is trying to know every aspect of the different specifications and attributes of the car. She is looking in depth at each specification and is really cautious about the utility of each function. This kind of behavior is evident in compensatory form of decision making.