My mom's car purchase decision process

My mom's car purchase decision process

1. The interviewed (my mom) identified the necessity of moving easily and comfortable around the city.

   • My mom investigate about car options and she found the Ford Fiesta, the Kia Rio and the Nissan Versa.
     • She made an evaluation to select the best option for her.
       • The KIA Rio had the best price, and also was the most efficient fuel car of the alternatives. But also offered the less technology and security.
       • The Ford Fiesta was the most equipped car of the segment, the one with the better technology, and also offered 7 airbags so security was not a problem. This alternative was also funnier and sporty. The price of this car was the higher but not for a big difference.
       • The Nissan Versa was focused on families , because of that, the Nissan was the most spacious and comfortable alternative. The price of the Versa was a little bit cheaper than the Fiesta.
         • My mother evaluate all the alternatives and finally decided to buy the Ford Fiesta because of the service, accessibility, price and the car 'pros'.

2. The main social factor that influence my mom to buy an specific car was my brother that was going to use the car.

3. The psychological factors when you buy a car are involved with self esteem, and prestige. The perception of how each member of the family see the car used to be different so the brands try to play with the consumer emotions to attract their attention and also more clients.

4. The car was bought on September/2013 in the north of Bogotá. The store and the cars were perfectly clean and ,the staff well dressed. As my mother says, the service was generally suitable except from an employee who tried to finished the sale really fast just to leave because it was late.

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