YOU ARE The Ultimate Salesperson

Congratulations! You have just been awarded the awesome opportunity to help Ms. Mary
Smith find an automobile. Her current CRV is approaching the 200,000 mile mark and
the end is very near.
Ms. Mary Smith
Consumer Profile
Demographics: Female, Divorced, Single mom-2 teens, Generation X,
Teacher, middle-level income ($45,000-$50,000), Homeowner, Catholic,
Caucasian, Master’s Degree.

Psychographics: hiking, running, football fan, liberal-independent, social.

Geographics: Maryland, Carroll County, Westminster.

Behavioral: Brand loyalty-Nike, careful shopper-researches alternatives.

1. Identify what you predict will be Ms. Smith’s motives for buying an automobile.
List and explain each motive (if there are two). Refer to the Maslow’s Hierarchy of
Needs chart we discussed in class. (4pts)
Motive Explanation w/Maslow Info
Physiological Because she needs the car to get to work and to buy food from stores
Safety In case of emergency she can leave the unsafe area in her car
She also needs it to fit her budget and hold her kids.

2. Which type of decision does the purchase of an automobile require: extensive

decision-making, limited decision-making, or routine decision-making? Describe
each type and then identify which one the automobile purchase would fall under.
Justify your response. (4pts)
Decision Making Type Description
Extensive A lot because she has to test lots of different models and
brands
Limited
Routine
Which one? Why w/ justification

3. Which type of buying behavior would the purchase of an automobile require:

complex buying behavior, dissonance-reducing buying behavior, habitual buying
behavior, or variety-seeking buying behavior? Explain each type and then identify
which one this vehicle purchase would fall under. Justify your response. (5pts)
Buying Behavior Type Description
Complex Because she once again has to spend a lot of time doing
research and looking at the different prices and
types/brands
Dissonance-reducing
Habitual
Variety-seeking
Which one? Xx Why w/ justification

4. Explain the decision-making process Ms. Smith will have to go through to make an
automobile purchase. Refer to the decision-making model we discussed in class.
Be sure to cover each step in detail. (5 pts.)
Problem/Need What is the need or want (with explanation)? See’s that she
Recognition needs a car to get around and go to work
Information Search List all of the resources you reviewed in finding automobile
alternatives. (NOT GOOGLE!!) looking at AVG spending for
cars within her yearly salary-
https://www.cars.com/shopping/sykesville-md/
https://www.autotrader.com/cars-for-sale/sykesville-md
Evaluation of Find at least three automobile models you think Ms. Smith
Alternatives should consider and list the pros and cons of each one.
Include a picture of each automobile choice.

Product Choice Decide which of the three alternatives would be the best
option for Ms. Smith and explain why in detail (at least one
well-written paragraph).
The 2015 Jeep would be the best automobile for Ms. Smith.
Due to its high storage capacity, she wont have to worry
about not being able to fit all her hiking and football
equipment. As well as it having 2 rows for her kids and
friends to enjoy themselves in.
Post-purchase Explain what Ms. Smith would do for this step of the
Behavior/Evaluation process. Buy the car and then evaluate if it was the right
choice for her needs.
Comments: N/A