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Consumer behavior - Assignment Example
Author : ycollins
Pages 4 (1004 words)
A) The subject interviewed was my friend regarding the purchase of a new replacement transportation vehicle since her car was totaled after a major car accident. There were certain attributes that were most important for her in choosing a new replacement car that best fit her specific needs and wants as a working mom…
Her decision to buy a specific vehicle was influenced by several important qualities she demanded in a new vehicle. The car had to be safe, extremely fuel efficient, comfortable, with a stellar reputation for safety, reliability and low repair costs among current owners and professionals alike. As a working mother she needs a reliable, fuel efficient and inexpensive to insure vehicle to commute and be able to depend on her vehicle for everyday errands and for fun. After interviewing her and finding what her true wants and needs are we came to the conclusion that her need for a good looking, roomy, reliable vehicle with low operating costs outweighed all other attributes like performance, status or size of the vehicle. In her case the 10 year/100,000 mile power train warranty offered by Hyundai for all their vehicles was the best in the industry and provided the peace of mind and reliability she was after. Today’s customers often seek reliability on the products they buy, but like all other major purchases the product has to speak to the customer. Her main concern and true high-level need was “peace of mind”, having an efficient, comfortable and brand new reliable vehicle he can depend on for work and fun for years to come coupled with the exceptional warranty achieved her goal. ...