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MY MOM'S CAR PURCHASE DECISION PROCESS

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.

Finally she

made an evaluation to select the best option for her, she found:

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.

Purchase decision:

My mother evaluate all the alternatives and finally decided to buy the Ford Fiesta because of the service, accessibility,

price and the car 'pros'.

SITUATIONAL FACTORS:

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 finished the sale really

fast just to leave because it was late.

SOCIAL AND GROUP FORCES:

The

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

PSYCHOLOGICAL FORCES:

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.

INTERVIEWEE'S MARKET SEGMENT

The interviewed market segment is a group of 40 – 50 years old women of middle-high class that works and can afford a car without incur in debts with any bank.