********FILL THE TABLE PLEASE*******************

CASE STUDY:

Question 2: Outline the decision-making process for each of the Sanchez family's bicycle purchases. Daughter Son Father Step in Buying Process Store Choice Need Recognition Information Search Evaluation and Choice Postpurchase Evaluation The decision-making process for buying a bicycle Read and analyze case 9 in the textbook on pages 494 & 495 then answer the following questions: (100 points) Case 9 THE DECISION-MAKING PROCESS FOR BUYING A BICYCLE The Sanchez, family lives in Corona, California, west of Los Angeles. Jorge is a physies professor at the University of California Riverside. His wife Anna is a volunteer, working 10 hours a week at the Crisis Center. They have two children: Nadin, age 10, and Miguel. age 8. In February. Anna's parents sent her S100 to buy a bicycle for Nadia's birthday. They bought Nadia her first bike when she was 3 Now they wanted to buy her a full-size bike for her 11th birthday. Even though Anna's parents felt every child should have a bike. Anna didn't think Nadia really wanted one. Nadia and most of her friends didn't ride their bikes often and she was afraid to ride to school because of the traffic. So Anna decided to buy her the cheapest full-size bicycle she could find Because most of Nadia's friends didn't have full size bikes, she didn't know much about them and had no preferences for a brand or type. To learn more about the types available and their prices. Anna and Nadia checked the catalog for Performance Bicycle, a large mail-order bicycling equipment retailer. The catalog was given to them by a friend of Anna's, who was an avid biker. After looking through the catalog. Nadia said the only thing the cared about was the color. She wanted a blue bike, blue being her favorite color Using the Internet. Anna located and called several local retail outlets selling bikes. To her surprise, she found that the local mart store actually had the best price for a 26-inch bicycle-even lower than Toys"R"Us and Walmart. Anna drove to Kmart, went straight to the sporting goods department, and selected a blue bicycle before a salesperson approached her. She took the bike to the cash register and paid for it. After making the purchase, the Sanchezes found out that the bike was cheap in all senses. The chrome plating on the wheels was very thin and rusted away in six months. Both tires split and had to be replaced A year later, Anna's grandparents sent $200 for a bike for Miguel. From their experience with Nadia's bike. Anna and Jorge realized that the lowest priced bike might not be the least expensive option in the long run. Miguel is very active and somewhat careless, so they want to buy a sturdy bike. Miguel said he wanted a red, 21-speed, lightweight mountain bike with a full suspension aluminum frame and cross-country tires Anna and Jorge were concerned that Miguel wouldn't maintain an expensive bike with full suspension. When they saw an ad for a bicycle sale at Target, they went to the store with Miguel. A salesperson approached them at an outdoor display of bikes and directed them to the sporting goods department inside the store. There they found row after row of red,single-speed BMX bikes with no suspension and minimal accessories to maintain--just the type of bike Anna and Jorge felt was ideal for Miguel Another salesperson approached them and tried to interest them in a more expensive bike Jorge dislikes salespeople trying to push something on him and interrupted her in midsentetice. He said he wanted to look at the bikes on his own. With a little suggestion. Miguel decided he wanted one of these bikes. His desire for accessories was satisfied when they bought a multifunction cyclocomputer for the bike. After buying a bike for Miguel, Jorge decided he'd like a bike for himself to ride on weekends. Jorge had ridden bikes since he was 5. In graduate school, before he was married, he'd owned a 10-speed road bike. He frequently took 50-mile rides with friends, but he hadn't owned a bike since moving to Riverside 15 years ago Jorge didn't know much about current types of bicycles. He bought a copy of Heyeting at a newsstand to see what was available. He also went online to read Consumer Reports's evaluation of road, mountain, and lwybrid bikes. On the basis of this information, he decided he wanted a Cannondale. It had all the features he wanted a lightweight frame. durable construction, and a comfort sports saddle. When Jorge called the discount stores and bicycle shops, he found they didn't carry the Cannondale brand. He thought about buying the bicycle from an Internet site but was concerned about making such a large purchase without a test ride. He then decided he might not really need a bike. After all, he'd been without one for 15 years. Page 496 One day, after lunch, he was walking back to his office and saw a small bicycle shop. The shop was run down with bicycle parts scattered across the floor. The owner, a young man in grease-covered shorts, was fixing a bike. As Jorge was looking around, the owner approached him and asked him if he liked to bicycle. Jorge said he used to but had given it up when he moved to Riverside The owner said that was a shame because there were a lot of nice places to four around Riverside. As their conversation continued. Jorge mentioned his interest in a Cannondale and his disappointment in not finding a store in Riverside that sold them. The owner said that he could order a Cannondale for Jorge but that they weren't in inventory and delivery took between six and eight weeks. He suggested a Trek and showed Jorge one he currently had in stock. Jorge thought the $700 price was too high, but the owner convinced him to try it next weekend. They would ride together in the country. The owner and some of his friends took a 60-mile tour with Jorge. Jorge enjoyed the experience, recalling his college days. After the tour. Jorge bought the Trek