Case #5

Summer Zhou

RMT 301

09/08/2014

Case Study of “The Decision-Making Process for Buying a Bicycle

1. Outline

First One:

* Anna and Nadia checked the catalog, which was given by Anna’s avid biker friend for Performance Bicycle.

* Nadia said she wanted to get a blue bicycle.

* Anna located several local retailers and called them to check the price.

* She found out local Kmart store sale the cheapest 26-inch bicycle.

Second One:

* They found out lowest-priced bike might not be cheapest in long run.

* Miguel wanted a red, 21-speed, light weight mountain bike with a full-suspension aluminum frame and cross-country tires.

* They saw a bicycle sale ad at Target.

* They went to Target with Miguel.

* A salesperson gave them some directions.

* They found out a single-speed BMX bike for Miguel.

Third One:

* Jorge decided he wanted a bike for himself to ride on weekend after buying a bike for Miguel.

* Jorge bought a copy of Bicycling to see what was available.

* He went online to check the evaluation of different types of bikes on Consumer Reports.

* He decided he wanted a Cannondale.

* He called discounts store and bicycle shops and found out they did not have Cannondale.

* He did not want to buy online without a test ride.

* He thought he did not really need a bike.

* The owner of a small bicycle shop told him that he can order a Cannondale for him but it took 6 to 8 weeks.

* The owner suggested him a Trek which is $700, and convinced him to try it next weekend.

* After a ride trip with the owner, Jorge decided to buy the Trek.

2. Compare the different purchase processes for the three bikes. What stimulated each of them? What factors were considered in making the store choice decisions and purchase decisions?

Stimulation of Purchasing:

1. Nadia’s grandparents gave Anna $100 to buy a full-size bike as her 11th birthday gift, because they thought every child should have a bike....