SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision.
-Refer to New Car Purchase.Zena spent a considerable amount of time and effort in her new car purchase.This suggests the car is a(n)_____ product for Zena.
A) impulse
B) low-involvement
C) routine response
D) nondurable
E) high-involvement

Question

Quizplus · Accepted Answer

Zena's purchase of a new car required a significant amount of time and effort, as evidenced by her visits to multiple car dealerships, research into consumer ratings publications, and consideration of the consulting firm's policy of supporting US businesses. This level of involvement suggests that the purchase was a high-involvement decision for Zena.

SCENARIOS New Car Purchase