Case Code : CLCB064
Publication date : 2010
Subject : Consumer Behavior
Industry : Automotive
Length : 06 Pages
Price : Rs. 100
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Buying decision process, influencers, post-purchase dissonance
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This case study details the predicament of Madhavan Raj (Madhavan), who had recently upgraded to a new and more spacious car. He had spent a lot of time researching the various cars in that range before zeroing in on the Maruti Suzuki Ritz. However, barely a few months after the purchase, there was a drop in the price of the model he had bought. Madhavan then began to wonder whether he had made the right choice.
Questions for Discussion:
1. Discuss in detail the buying decision process that Madhavan went through before purchasing his new car? What actions can marketers take to influence the buyer decision process?
2. Does Cognitive Dissonance exist in the case of Madhavan? If so, why? What methods do consumers like Madhavan follow to reduce the same and what actions can marketers take to reduce the dissonance?
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