utilitarian and hedonic needs
TRANSCRIPT
Dear Diary,My heart is racing to buy a
car!
By : Disha Bedi
Jaime’s Dilemma
v/s
Decision making process
Need Recognition and Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post purchase Evaluation
CRV v/s Mustang
Final decision – Main factors
Utilitarian and Hedonic Needs
Needs
Usually associated with workUsually associated with fun
Basic needs of Jaime
Jaime’s Utilitarian and Hedonic Needs
Balancing Utilitarian and Hedonic Needs
Honda CRV Ford Mustang
Utilitarian Needs
Hedonic Needs
The Alternative
Suggestion : Jamie should take the promotion in the packaging company and work for a few more months to save upto $ 9000
Purchasing Plan : Nissan MUV AWD and Ford Mustang Total Budget : $ 9000
First Buy: Nissan MUV• Price range $ 2500 -$3500• Model 2000• Miles 150,000 – 200,000 • Fuel Economy is high• Maintenance is minimal Second Buy : Ford Mustang• Price $ 5900• Fuel Economy moderately low• Maintenance is periodic
Conclusion
With this plan both type of Jamie’s needs are met and he can buy two different cars for different purposes.
NISSAN MUV AWD FORD MUSTANGUtilitarian and Functional Needs
Hedonic Needs
Transportation of cartons Fulfillment of dreamRoad Trips with siblings Thrill , pleasure, speedBetter drivability in snow covered roads of Wyoming
Status , Lifestyle , perception