Ivey Publishing

Product Details

The Mores Buy a Car: Or Do They?
Product Number:
9A98A017
Publication Date:
11/09/1998
Revised Date:
04/08/2003
Length:
27 pages (13 pages of text)
Product Type:
Case
Source:
Ivey
This case enables a clinical analysis of the complex choice/rejection process that a family goes through in buying a car. It is an online, real time track of the actual events that took place. Many situational factors are explored, including pricing versus leasing, individual and family situation and biases, information sources and uses, dealer and sales representative relationships, and conflicting choice criteria. Students are asked to explore implications for marketing strategy.
Issues:
Disciplines:
Marketing
Industries:
Retail Trade
Setting:
Canada, 1998
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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