[Solution]Buyer Behavior and the Buying Process

Instructions:  Part 1: Determine the rankings each profile listed below would give each car model based on how the models are ranked and how each…

Instructions: 

Part 1: Determine the rankings each profile
listed below would give each car model based on how the models are ranked and
how each person has rated the importance of each attribute.  Once you have come up with product rankings,
then determine the benefit/cost ration of each model based on its price.

Attributes

 

Importance
Weights

 

New Car
Product Options

 

 

 

 

Single
Male

Husband w/
3 Kids

 

Accountant
(Compact)

Evader
(Sports Car)

Earth
Destroyer (SUV)

Horsepower

 

9

4

 

3

9

8

Handling

 

8

5

 

5

10

4

Passenger
Capacity

 

2

9

 

3

1

9

Trunk
Space

 

6

7

 

6

4

9

Gas
Mileage

 

3

9

 

10

5

1

Interior
Comfort

 

8

8

 

7

3

10

Interior
Features

 

9

7

 

6

8

9

Ride

 

6

8

 

9

6

3

 

 

 

 

 

 

 

 

 

 

 

Rankings

 

 

 

 

 

 

 

Single
Male

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Husband w/
3 Kids

 

 

 

 

 

 

 

 

 

 

 

 

Benefit/Cost

 

Rankings

Price

 

Ratio

 

 

 

 

 

 

 

 

 

 

Single
Male

Accountant

 

$17,500.00

 

 X  1000

 

 

 

Evader

 

$31,000.00

 

 X
1000

 

 

 

Earth Destroyer

 

$44,000.00

 

 X
1000

 

 

 

 

 

 

 

 

 

 

Husband w/
3 Kids

Accountant

 

$17,500.00

 

 X
1000

 

 

 

Evader

 

$31,000.00

 

 X
1000

 

 

 

Earth
Destroyer

 

$44,000.00

 

 X
1000

 

 

Part 2: Imagine you are attempting to sell
the single male his lowest ranked option based on the score rankings (do not
use the benefit/cost ratio here, use the initial rankings before price is taken
into consideration):

You are trying to increase the score of the single male’s
lowest ranked car by convincing the single male that one of the car’s
attributes performs better than the single male initially thought.  Which attribute would you try to
convince the single male is actually better than he initially evaluated
and why?

You are trying to decrease the score of the single male’s
highest ranked car by convincing the single male that one of the car’s
attributes performs worse than the single male initially thought.  Which attribute would you try to
convince the single male is actually worse than he initially evaluated and
why?

You are trying to increase the score of the single male’s
lowest ranked car by convincing the single male that one of the car’s
attributes is more important than the single male initially thought.  Which attribute would you try to
convince the single male is actually more important than he initially
thought and why?

You are trying to decrease the score of the single male’s
highest ranked car by convincing the single male that one of the car’s
attributes is less important than the single male initially thought.  Which attribute would you try to
convince the single male is actually less important than he initially
thought and why?

Which of these approaches is the easiest to accomplish? Why?
The post Buyer Behavior and the Buying Process

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