Case Activity: The Consumer Decision-Making Process When Buying a Truck

Carlos is considering purchasing a new vehicle and has always wanted a full-size truck. He enjoys a lot of outdoor activities and believes the rugged style and capabilities of a truck mesh well with his lifestyle and occupation as a construction engineer. Consider the consumer decision-making process and influences that affect that process as Carlos purchases a new truck.

Carlos currently drives a sedan, which doesnt allow him to go off-road for hiking, hunting, or camping trips. Hes traveled with his friends in their trucks and likes the ability to have the cabin comfort of a car but the flexibility of cargo space for hauling equipment. Carloss friends agree that Chevrolet, Ford, and Dodge are all good brands for Carlos to research. Carloss friends represent what kind of influence?

Social influence

Psychological influence

Consumer misbehavior

Situational influence

Assessment question

After test driving a few vehicles, visiting websites, and reading expert reviews, Carlos has narrowed his choice to three options: Ford F-150, Chevrolet Silverado, and GMC Sierra 1500. Carlos believes these three vehicles are fairly comparable on his primary criteria of performance, off-road capabilities, fuel efficiency, and towing capacity. What stage in the consumer decision-making process is Carlos in?

Evaluation of alternatives

Purchase

Information search

Need recognition

Assessment question

The search and evaluation process lasted a full month for Carlos. His level of involvement in the purchase of his truck was _______ and he had a _______ level of involvement.

extended decision making; high

limited decision making; low

routinized response behavior; low

limited decision making; high

Assessment question

Carlos ends up purchasing the Ford F-150. The sales representative was able to obtain the color and options Carlos wanted, plus offered a great financing package. After the sale, the dealership sent Carlos gift cards to the local car wash and reminded him that he had made a great decision. The dealership was likely ______.

reducing Carloss consideration set

trying to reduce cognitive dissonance

becoming an opinion leader for Carlos

attempting to increase Carloss selective retention