Computer Tablet Purchase Case Study 125 Buying Decision Process Your older sister is starting a marketing program in college next year and has been informed that a computer tablet will be necessary for her course instructions. She is considering tablets in the $300 to $1,000 range. Help her through each step of the buying-decision process. Step 1: What is the situation? (1) Step 2: Outline four specific criteria that will be the most important when making the purchase decision (e.g. size, display, software, etc.). Be specific. (4) 1 . 2. 3. 4 . Step 3: Research three tablets from different manufacturers/sellers. Organize your data/information into chart below. Make sure to identifying the tablet and price. (9) Criteria Tablet#1: Tablet #2: Tablet #3: Price Price: Price: Step 4: The decision: Which of the tablet should she purchase? (1) Step 5: The Purchase: Your sister has only $200 in savings. How would she finance the rest of the purchase? What could/do marketers/sellers of Tablets do to overcome this obstacle? (2)Step 6: Evaluation: Fill in the following chart. On what basis would she evaluate its purchase? (Ex. Price, Quality, Time, Financing, Customer Service). How could this purchase become either a positive or negative experience as outlined by Thorndike's Law of Effect? In the last column, discuss what strategy a marketerlseller could use to make sure that the purchasers' experience is positive. (8) Basis for Evaluation Positive Experience Negative Experience Marketing Strategy