MKT621

CASE 4-3
Consumer Confidence: Preparation Pays Off

Name: Md. Shahariar Showmik

ID: 1915257660
Section: 1
Date of Submission: 20/12/2019
1. Based on the various perspectives of consumer decision-making, what type of shopper is Maya
and why?

Shopping perspectives of Maya utilizes both utilitarian and hedonic value. Hedonic systems aim to
provide self-fulfilling value to the user. On the other hand, Utilitarian system aim to provide instrumental
value to the consumer. Both values work together to solve a need as well as provide a benefit.

Considering Maya’s parents a careful shopper and being a logical person herself, she is more focused on
the functional aspects rather than the outlook of a car. Since she is evaluating based on te rational
perspective, she is following the utilitarian value of cars in this criteria.

On the other hand, she is evaluating the car purchase decision by collecting information and comparing
different brands and attributes and then narrowing down her choices. She is involved so much in research
and want to be filled and updated by having a new car, hedonic value takes place as well for her while
deciding on purchasing the car.

2. Apply the consumer decision-making process stages to Maya’s actions as a consumer, or describe
Maya’s actions within the framework of the consumer decision-making process.

The consumer decision-making process is a complex procedure and involves everything starting from
problem recognition to post-purchase activities. Decisions can be complex, comparing, evaluating,
selecting as well as purchasing from a variety of products depending upon the opinion of a consumer over
a particular product. The process is categorized into 5 different stages are as follows:

Fig: Consumer Decision-Making Process

As Maya has not bought a car yet, her decision making process consisted of three observable activities:

i. Need Recognition: Since Maya is graduating soon and moving to a new city, she realized the need of
buying a new car that will replace her current car, Toyota Prius.

ii. Information Search: Maya has gone through research using consumer reports, magazines and various
websites and has decided upon a set of criteria for the car that she desires.

iii. Evaluate Alternatives: After gathering information by researching, she narrowed down her options to
4 specific models from different brands. They are the Toyota Prius V, Hyundai Sonata Hybrid, Ford
Fiesta Hybrid, and Volkswagen TDI Diesel. She has narrowed down her choices prior to pursuing brand
advice from her family, which will lead to the next steps.

3. Is Maya utilizing the affect-based or attribute-based evaluation process? Justify your answer.

In affect-based evaluation process, consumers make purchase decision based on his/her feelings whereas
in attribute-based evaluation process, the purchase decision is based upon the attributes of the product.
This evaluation process offers attributes or features that are beneficial to her needs. Maya notes the basic
conditions for her car: fuel efficiency, leather interior, body style, ample truck space and low
maintenance, 4-star rating and so on while doing her research. She also considered consumer reports
before visiting the car dealer. Moreover, Maya considers herself to be a very logical person thus she is
more concerned in the functional aspect of car. Although the look and feel of the car are significant to her,
but they are secondary in nature. Therefore, Maya is utilizing the attribute-based evaluation process
before purchasing the car to her desire.

4. Based on the information provided in the case, what are the determinants of the evaluative
criteria that Maya is using? Explain each in detail.

The determinants for the attribute-based evaluating process include:

i. Product Knowledge: Maya possesses knowledge regarding cars, as using this she created a set of
criteria that she will consider, when making the purchase. This can be understood from her choice of
source of information, which are unbiased sources such as Consumer Reports.

ii. Expert Opinions: Maya is confident in her ability to select suitable car as her family has the
subscription of Consumer Reports that helped her to get information of automobiles.
iii. Online Resources: Maya used online sites to gather information on product attributes and brand
differences.

iv. Social Influences: Maya also took the help from friends and family members. As her brother is an
enthusiast about cars from childhood, it helped a lot to get some valuable information regarding cars.

5. Which decision rule (compensatory or non-compensatory) is Maya utilizing in her car-buying

process? Support your answer.

Both compensatory and non-compensatory rules provide Maya with options that will assist her with
decision-making process. Maya provided basic criteria for her car purchase such as MPG of 40 or more,
leather interior, ample trunk space and so on. And she does not care about performance, moon roof,
warranty and so on. Moreover, she provided Non-compensatory decision that she feels confident about
four specific models: Toyota Prius V, Hyundai Sonata Hybrid, Ford Fiesta Hybrid, and Volkswagen TDI
Diesel. To decide on her new car, she could create table which include desired attributes and given
importance towards these features based on non-compensatory decision rule and then set cut off point for
these attributes. Using conjunctive rule could be a good choice for her decision-making process since this
rule illustrates that a product must meet some minimum requirements. As she declared some minimum
requirement or basic criteria for her purchase, needs more than one attribute and has multiple car model in
her mind, conjunctive rule would be beneficial to her.