The Mores Buy a Car: Or Do They?
(13 pages of text)
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.
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