Case 4 The decision making proscess for buying a bycycle

1. Explore the potential differences in the decision-making process if the family were buying electric bicycles instead of traditional ones. How might their considerations and purchase decisions change, and what new factors would come into play?

1. Discuss the role of external influences in the Sanchez family's bicycle purchase decisions. How might cultural, social, and personal factors have affected their choices? Provide 2 academic/business references when answering this question.

1. Construct a multiattribute model for each purchase decision. How do the attributes considered and importance weights vary for each decision?