consumer decision making process : Buying a car as example marketing mba

2. Consumer Profile
Middle aged man
Lives in Delhi
Expected monthly income 35000
Been Driving Tata Indigo Diesel for 4 years
Daily drives atleast 25 kms.
Faces parking problem at workplace.

3. Need Recognition
Fuel Efficient
Less maintenance
Good After Sales Service
More Space Internally
Price range 4,00,000-5,00,000
Spatial convenience for servicing
Safety
Comfort

4. Information Search
Internal : Memory and Experience
Friends and Family,
 Magazines and Media
Respective Company sites
Zig wheels
Carwale.com
Autos. Max about.com
Auto Car India.com
Test Drives

5. Evaluation of Alternatives
Based on different parameters Many Cars were
evaluated some are:
Ford Figo
Chevrolet Beat
Maruti A-Star, Ritz, Swift, Wagon-R
Fiat Punto
Hyundai i 10

6. Other alternatives
We can further look into the 2nd
hand Market:
Maruti True Value
Mahindra First Choice
The evaluation of the vehicles are done by the
representatives in the customer’s place itself.
High brand image.
Offers guarantee for their vehicles

7. : A Star ZXI Ritz Vxi Bs 4 i-10 Figo 1.2 ZXI Beat Wagon R
Fuel Economy 15km/ltr 16km/ltr 16.8km/ltr 15.6km/ltr 14.5km/ltr 18.9km/ltr
Engine type K10B K12M drive by
wire technology
Irde 1.1 In line engine S-TEC II 16V K Series
Power steering yes yes no yes yes yes
Ground clearence 170 mm 170 165mm 168mm 165mm 165mm
Price(Ex- show
room)
4,18,000 4,35,616 4,23,000 4,08,600 4,75,000 4.,18,765
Dual Air-Bags Yes No yes No No yes
Turning radius
(mtrs)
4.7 4.7 4.7 4.9 4.8 4.6
anti lock braking
system
yes yes yes no no yes
Evaluation of Alternatives

8. Evaluation
A Star Ritz Vxi Bs 4 i-10 Figo 1.2 Duratec
ZXI
Beat Wagon R
Central locking Yes Yes Yes Yes Yes Yes
Child Safety Lock Yes Yes Yes No No Yes
Power Window yes yes no yes yes Yes
Rear Defogger Yes No No Yes Yes Yes

9. Total set : All Cars
Awareness set : Maruti, Tata, Hyundai, Honda,
volksvagon etc.
Consideration set : Ford Figo, Chevrolet Beat,
Maruti A-Star, Ritz, Swift, Wagon-R, Fiat
Punto,Hyundai i 10
Decision set : Wagon-R
Purchase set : Wagon-R

10. Why Wagon-R Vx i
Excellent Safety and Security Features
Highest Fuel Efficiency
Good After Sales service as this car is been in the
market for a very long time.
Largest number of service stations and dealers.
30 dealers in Delhi
Low turning radius- best suited for metropolitan
cities (4.6 mtr)