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3170
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Management
Date
Feb 20, 2024
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Uploaded by ProfSteelMonkey21
Abby Eads
Ch. 6 Discussion
1/28/2024
Identify a luxury car company that emphasizes functional needs and one that emphasizes
psychological needs
When identifying luxury car companies that emphasize functional or psychological needs, you
have to look at the types of cars they produce. The first luxury car company is Lexus. For
example, the 2024 Lexus LS is low cost and has low gas mileage per gallon. However, it has
updated technology and an elegant interior. These factors led me to believe the Lexus car
company is building vehicles for
functional needs
.
The second luxury car company is Mercedes. For example, the 2024 Mercedes AMG S63 is
expensive and has a high gas mileage per gallon. The gas mileage is almost similar to a diesel
truck. However, the vehicle has a V8-engine with 603 horsepower and can go 60 mph in only 2.8
seconds. Which is extremely fast and very similar to a sports car. Also, the vehicle has elegant
interior and updated technology. These factors led me to believe the Mercedes car company is
building vehicles for
psychological needs
.
Trace how you might go through the steps in the consumer decision process if you were
thinking of purchasing a vehicle from need recognition to post-purchase.
According to the consumer decision process, you have 5 steps to follow to get to the best
consumer decision. The first step is need recognition, which is where I identified the need or
want for a new vehicle with a numerous amount of factors. Those factors include good gas
mileage where I am a full time college student and commute from home, as well as nothing crazy
price wise. The second step is information search where you do personally research the vehicle
you are considering purchasing. I would talk to family and friends about what vehicle would fit
best or how they looked into the vehicles. Also you can always look into reviews about each
vehicle and research safety measures. The third step is to make a pro and con list for all the
vehicles you are interested in buying. This step allows you to see what items fit best for you and
compare different details of the vehicles. The fourth step is to purchase and consumption, which
would be where I purchase the 2024 Lexus LS. The major reasons for purchasing this vehicle is
the cost and miles per gallon. The final step is post-purchase, where I would consider customer
loyalty and customer satisfaction.
Which factors (p. 188-198) likely influenced your decision process?
There are multiple factors that influence your decision process. Motives are a key point, because
these determine whether an item is a want or need. Another major factor is lifestyle, which is
based on how much you make and how you live your life. "Further importance should be given
to new mobility lifestyles consisting of a combination of carsharing and/or public transport and
small private BEVs, to analyze whether people would adopt such lifestyles and how these could
be fostered,” (Hoerler et al., 2021). Similar to lifestyle, you have to consider family. “The
findings suggest that economic, individual, household characteristics impact on car segment
choice, as well as the decision of whether to buy a new or a used car,” (Prieto & Caemmerer,
2013).
Another set of factors that influence purchasing a vehicle is product, price, and place. You
always have to factor in what you can afford. Also you have to pick a product that meets all your
wants and needs for the purchase. As well as where you live in the country. All three of these
factors can greatly change how you view purchasing a luxury car from a company.
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