utilitarian and hedonic needs
TRANSCRIPT
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Dear Diary,My heart is racing to buy a
car!
By : Disha Bedi
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Jaime’s Dilemma
v/s
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Decision making process
Need Recognition and Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post purchase Evaluation
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CRV v/s Mustang
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Final decision – Main factors
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Utilitarian and Hedonic Needs
Needs
Usually associated with workUsually associated with fun
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Basic needs of Jaime
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Jaime’s Utilitarian and Hedonic Needs
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Balancing Utilitarian and Hedonic Needs
Honda CRV Ford Mustang
Utilitarian Needs
Hedonic Needs
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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
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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
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