Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Pre-purchasing issues like information’s sources, influencers
• Buying decision process and buying centres
• Problem Identification, Information search, evaluation choice and decision
• and Post-purchase dissonance

Keywords

Buying decision process, influencers, post-purchase dissonance