Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 9 The Decision-Making Process for Buying a Bicycle
Synopsis: The Sanchez family buys three bicycles one for their daughter, one for their son, and
one for the father. This case illustrates the steps customers go through when buying a
bicycle for their children and themselves. It can be used to discuss the stages in the
Discussion Questions
1. Outline the decision-making process for each of the Sanchez bicycle purchases.
The stages in the decision process shown in Exhibit 4-2 are listed down the left-hand column
below. Then the event associated with each of the three bicycle purchases is associated with each
of the stages. As indicated in the text, not every purchase decision goes through all of the steps.
Students should also recognize that more time might be taken at specific stages than others.
Step in Buying Process Daughter Son Father
Store Choice
(4) $100 from
grandparents for
bicycle
(1) $200 from
grandparents for
bicycle
(6) buying bike
for Miguel; walks
by convenient
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?
The process for both son and daughter were stimulated by the monetary gift from their
grandparents. Buying a bike for the son and remembering his pleasant experiences riding a bike
stimulated the rocess.
Case Synopsis, Uses, Discussion Questions, and Answers
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3. Construct a multiattribute model for each purchase decision. How do the attributes
considered and importance weights vary for each decision?
Attribute Importance Weights
daughter son father
Price 10 6 7
Color 10 10 1
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