Case Study : Dear Diary,My heart is racing to buy a car! Decision making process, Utilitarian and Hedonic Needs, Balancing Utilitarian and Hedonic Needs

1. Dear Diary,
My heart is racing to buy a car!
By : Disha Bedi

2. Jaime’s Dilemma
v/s

3. Decision making process
Need Recognition and Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post purchase Evaluation

4. CRV v/s Mustang

5. Final decision – Main factors

6. Utilitarian and Hedonic Needs
Needs
Usually associated with work Usually associated with fun

7. Basic needs of Jaime

8. Jaime’s Utilitarian and Hedonic Needs

9. Balancing Utilitarian and Hedonic Needs
Honda CRV Ford Mustang
Utilitarian Needs
Hedonic Needs

10. The Alternative
 Suggestion : Jamie should take the promotion in the packaging company and work for a few more months to save upto
$ 9000
 Purchasing Plan : Nissan MUV AWD and Ford Mustang
 Total Budget : $ 9000
 First Buy: Nissan MUV
• Price range $ 2500 -$3500
• Model 2000
• Miles 150,000 – 200,000
• Fuel Economy is high
• Maintenance is minimal
 Second Buy : Ford Mustang
• Price $ 5900
• Fuel Economy moderately low
• Maintenance is periodic

11. Conclusion
 With this plan both type of Jamie’s needs are met and he can buy two different cars for
different purposes.
NISSAN MUV AWD FORD MUSTANG
Utilitarian and Functional Needs Hedonic Needs
Transportation of cartons Fulfillment of dream
Road Trips with siblings Thrill , pleasure, speed
Better drivability in snow covered
roads of Wyoming
Status , Lifestyle , perception