Stage 1.: Problem recognition:
I wanted to buy a fuel efficient and stylish car because I am so tired of taking the bus ever day. It is just way too time consuming. Saving time is my priority which stimulated my recognition that I need a car as soon as possible. I want a fuel efficient car which can satisfy my functional need. At the same time I want a stylish car which can satisfy my personal gratification which is my psychological need.
Stage 2: Information Search:
My first approach was the internal search for information . I really like the Toyota matrix because it is a small car, yet stylish and the price is reasonable.
My second approach was the external search for information. I talked to my dad who is a car enthusiast and he knows almost everything about cars. He told me that I should get a mini cooper because it is a head turner, peppy and it handles very well. The price is more expensive than a Matrix but he is willing to buy it for me which is great so I don’t have to work for that money.
Stage 3: Alternative Evaluation:
I know that not every car manufacturer (universal set: includes all possible choices for a product category) can make a fuel efficient and stylish car. I recall that these cars are only available on certain makes such as the ( retrieval set: those brands that I can readily bring forth to memory) Toyota Matrix, Mini Cooper, Nissan Sentra , Honda Civic and Mazda 3. However, I want a stylish small car so only Toyota and Mini cooper are the only models in my evoked set which is alternative brands I would consider when making a purchase decision.
I also made a compensatory purchasing model for buying the car
Reliability style price Fuel efficiency Overall score
Importance weight 0.1 0.3 0.2 0.4 1
Toyota/Matrix 7 6 8 7 6.9
Mini cooper 5 9 7 7 7.4
Nissan/Sentra 6 2 8 8 6.0
Based on the compensatory decision rule mini cooper has the highest score so I chose mini cooper
Stage 4: purchase and consumption
I purchased the mini cooper and put it to test. It is really fuel efficient and attractive. All my friends want to get one too.
Stage 5: Post purchase
As expected, I am really satisfied with the car I bought because Mini Cooper provides me with great warranties and detailed operating instructions and demonstration. Also the dealer as well as the manufacturer encourage me to give feedback which shows they value their customers. The most outstanding thing is the dealer maintains contact with me by thanking me for the business and offering assistance should I need it. I am truly a loyal customer to the Mini Cooper because of the wonderful buying experience and the post sales service.