Rendezvous with RITZ: Dilemma of Buying the Right Car|Consumer Behaviour Case Studies|Consumer Behavior Articles

Details

Case Code : CLCB064
Publication date : 2010
Subject : Consumer Behavior
Industry : Automotive
Length : 06 Pages
Price : Rs. 100

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Key words:

Buying decision process, influencers, post-purchase dissonance

Note

* This caselet is intended for use only in class discussions.
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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.

Issues:

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

Introduction

Madhavan Raj (Madhavan), a professor in an engineering college, 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?

Rendezvous with RITZ: Dilemma of Buying the Right Car*