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