Kindly answer these three questions (Different from those which are already uploaded at CHEGG).

Read the attached case and answer the following questions:

1-After jack purchased his phone and data plan, it is likely that he explained cognitive dissonance with his purchase? What evidence makes you answer the way you did?

2-What social and/or cultural factors played a role in this consumer purchasing the smartphone and data plan? Which ones do you think were the most important and why

3-The scenario described in the case is an illustration that not only do companies have to overcome the hurdle of getting someone to buy their phone, but also have to educate customers on the proper usage of the product after purchase. otherwise, the consumer has a product he/she may not properly use and thus achieves no value or satisfaction from the purchase! What Steps could Verizon Wireless take in the post purchase time frame to ensure that consumers get the maximum value and satisfaction out of their purchase and avoid outcomes such as Jacks?

MANAGEMENT DECISION CASE: Smartphones, Seniors, and Purchase Decisions Picture this rather complex consumer purchase dech The interactions described between the consumer sion. An 82-year-old man (let's call him Jack) walks into Jacks, his children influencers), and the Verizon Wire- to a Verizon Wireless store looking for a smartphone less salesperson, April, illustrate many aspects of the However, Jack already is having serious reservations consumer decision-making process. Although Jack about his purchase because (a) he currently does not does not personally recognize a problem with not hav own even a basic cell phone let alone a smartphone, ing a smartphone, his children have been successful in (b) up to now he's not been sure why he would need a convincing him that a problem does exist and influence smartphone, (c) he's really not interested in investing the ing him to remedy the problem soon Upon being con- time it will require to learn how to use the phone which vinced of the need for a smartphone lack reluctantly means (d) he's not convinced he will ever use it and (e) finds himself in information search mode when he if he doesn't think he will ever use it, then hes definitely enters the store and encounters the salesperson. There not interested in being locked into the typical two-year he attempts to get his questions answered, but this is all contract required by most U.S.cellular providers. so new to him that it is difficult to grasp many aspects of The only reason Jack is in the market for a smartphone the information being provided. Nonetheless, he even is because he is of the age where his children want him tually is persuaded to make a decision about the type to be easily accessible so they can make sure he is "okayof phone and data plan he wants to purchase and a few atamoment's notice Jack's mindset is that he knows the minutes later he is walking out the door with his spiffy status of his own health at all times and figures that if his new phone activated for him to start using right away. children want to know how he is, they can simply call his Fast-forward to a couple of months later-despite offers land line. The logic is that if he answers the land line hes to help and extreme urging to do so, Jade's kids find that okay, if he doesn't answer the land line, he's well enough since he is not used to having a smartphone, he is still not to be out of the house doing something else. So why in the routine of carrying it with him when he leaves the of the bother and fuss about buying a smartphone? house. He also still has not set up his voicemail function, nor Like many seniors, Jack ultimately relents to the ishe checking text messages. Frustrating as it is, this results wishes of his children and makes the trek (driving by in everyone reverting back to the old system of simply rely himself, of course) to the Verizon Wireless store. Once Ing on the land line with Jack left holding the bag of paying inside, he immediately comes in contact with a very for a two-year plan for a product that he uses minimally enthusiastic 20-something salesperson (let's call her Customer needs and wants? They ve obviously been April) who is wielding a tablet-like device and talking overlooked so far in this scenario Whether his children nonstop about the latest gadgets and 4G service are able to educate him about the phone's features and, After getting some basic information from Jack such more importantly, convince him to ever carry and use as what kind of smartphone and data plan he has now the phone remains to be seen. he doesn't have either), why he wants a smartphone The doesn't want one, but his kids want him to have Questions for consideration it), how he sees himself using the smartphone thes not convinced he will use it), and what kind of options 1. After lack purchases his phone and data plan is it likely he's looking for in a phone and data plan (he's clueless), that he experienced cogniove dissonance with his pur April shows Jack several different phones with various chase?What evidence makes you answer the way you did? options while explaining that some phones require a 2 What social and/or cultural factors played a role in this data plan (which necessitates even more explanation) consumer purchasing the smartphone and data plan? and others do not. Eventually Jack remembers that his Which one do you think were most important and why? children have talked a lot about the Apple iPhone and 3. The scenario described in the case is an illustration wonders if that would be appropriate for him. After that not only do companies have to overcome the considerably more explanation from the sales represen hurdle of getting someone to buy their product but tative, Jack wears down and commits to the Phone 4 also have to educate consumers on the proper use because it is only 99 cents with a two-year contract. of the product after purchase. Otherwise, the con Feigning horror at Jack's choice, the sales representative sumer has a product he she may not properly use immediately asks, but what will your family and friends and thus achieves no value of satisfaction from the think if you are not using the newest phone (iPhone 5S purchase! What steps could Verizon Wireless take in at the time) and technology on the market?" After Jack the post-purchase time frame to ensure that con- finally stopped laughing at this seemingly ridiculous sumers get the maximum value and satisfaction out question, he simply said, "think they will understand of their purchase and avoid outcomes such as Jacks? Understand Business to Consumer Markets CUPTER 125