Chapter $6$ The Camp Car in the U$.$S$.$ Market This activity is important because the consumer decision process can be influenced by several factors, including psychological factors $($internal influences such as motives, attitudes, perception, and learning$),$ social factors $($such as family, reference groups, and culture$)$ as well as situational factors $($such as the purchase situation, the store environment, and the time of day$).$ In this activity, you'll be reviewing the features and popularity of a fictional ultracompact car, the camp car. This car is already the rage in Europe and is now making its way across the pond to the U$.$S$.$ market. This case discusses why the camp car has been so popular in Europe as well as what challenges the company faced in adapting to the unique consumer behavior of U$.$S$.$ auto buyers. The goal of this activity is to demonstrate an understanding of the consumer decision process and the factors that affect it$.$ Read the cose below and answer the questions that follow. Camp cars $($a hypothetical type of compact car$)$ are currently sold in more than $40$ countries. In a recent article in a major magazine, camp cars were described as "the biggest little car in the world." However, the camp car is also known for its ability to get $80$ miles per gallon, its low emissions, and the recyclability of $100\%$ of the materials used in its production. In markets where gasoline costs upward of $$8$ a gallon, the car has real appeal, especially among eclectic consumers who appreciate its hip, cool image. One of the hallmarks of the camp car is its size. Its dimensions $7$ft$\backslash$times $4$ft$\backslash$times $4$ft$$ make it $6$ feet shorter and $2$ feet narrower than the Volkswagen Beetle. The camp car was designed in Spain for the narrow streets of crowded European cities. Although it sports just a three$-$cylinder, $50-$to $60-$horsepower engine, the camp car is reported to purr like a kitten and to offer some spunk. Front and optional side airbags, air conditioning, remote control locking, and electric windows are also offered. Buyers have opportunities to customize camp cars. The company provides a user$-$friendly configuration tool on its websites, allowing potential buyers to design their own cars. In addition, camp car buyers can change their cars' colors if they purchase interchangeable snap$-$on side body panels. When the mood hits, the owner pulls off the original panels, snaps on another color, and makes a whole new fashion statement. These types of ultrasmall cars have had trouble making inroads into the U$.$S$.$ automobile market. American consumers like the luxury and safety provided by large, powerful cars, SUVs, and trucks. This is true in part because the population is less concentrated, leading to longer commutes $($often on highspeed expressways$)$ and more time is spent in cars. In addition, U$.$S$.$ cities are somewhat more carfriendly with wider streets and more parking than in typical European cities. Americans are also less able to rely on public transportation for medium$-$distance trips than are Europeans, who can take advantage of extensive networks of trains $($including some high$-$speed lines$)$ and buses. Fil in the multiple$-$cholce questions below. $1)$ What type of buying process do most customers engage in when shopping for a car? a$.$ perception$-$based problem solving b$.$ extended problem solving c$.$ performance risk decision making d$.$ habitual decision making e$.$ impulse buying $2)$ Which of the following is least likely part of the evaluative criteria considered by people who are interested in the camp car? a$.$ recyclability b$.$ small dimensions c$.$ style and uniqueness d$.$ luxury and comfort e$.$ good gas mileage $3)$ If the makers of the camp car focused on promoting the car's convenience in urban areas, they would be appealing to which of the following? a$.$ the customer's perceptions b$.$ the customer's safety needs c$.$ the customer's lifestyle d$.$ the customer's learning e$.$ the customer's attitude $4)$ Which of the following statements does not explain why camp cars are less popular in the United States? a$.$ American cities are more concentrated. b$.$ Americans like luxury. c$.$ Americans are not always able to rely on public transportation for medium$-$distance trips. d$.$ Americans want their cars to be safe. e$.$ Americans have longer commutes and spend more time in cars. $5)$ One concern some potential car buyers might have about the camp car is that it might be cheaply made and thus might break down frequently. Which type of risk does this concern represent? a$.$ psychological risk b$.$ social risk c$.$ financial risk d$.$ performance risk e$.$ Physiological risk