DEAR DIARY: MY HEART

IS RACING TO BUY A
CAR
Presented byGROUP 1 A
SAHIL WADHWA
SIMARNEET KAUR
WAHI
HIMALAYA TARANI

Question 1:
Describe Jaimes
dilemma in this case

SUV
Navy blue
All wheel drive
$5,9999
Large trunk
space
Plenty of seats

FORD MUSTANG

HONDA CRV

TWO OPTIONS AVAILABLE

Convertible
Red
2 wheel drive
$5,9999
Small trunk
space
Cramped back
seat

DILEMMA
Honda
CRV
Convenience &
functionality
All wheel drive,
helpful in season of
snow

Ford
Mustang
Personal Choice
Sense of
confidence

Help in Office work

Good driving
experience

Road trips with

family

Stylish car

Affectiv
e
decisio
n

Ford Mustang
Heart
He felt in love with it as
soon as he saw it
Personal needs

Cogniti
ve
decisio
n

CRV
Brain
Suitable for both his work
and family
Professional needs

What makes you write a diary?

Looking for inner peace
Helps in relieving emotional
tension
Makes them feel happy

Question 2:
What steps are
required for Jaime to
make his final
decision? How does
the author balance his
utilitarian needs
against his hedonic

DECISION MODEL

Need Recognition

Desired State Consumer

Large trunk space
Large car, plenty of seats
Price range(5000-6000)
Insurance Premium
AWD- All wheel drive
Safety and Security needs(CRV)
Inward Egoistic needs and need for
achievement(Mustang)

Pre Purchase Search

External sources since no prior
experience
High risk situation so complex
and extensive information
search

Sources of pre purchase information

Personal

Friends
Coworkers
Family
Manager
Salesperson

Impersonal
Information from
product
advertisements
Car magazines
Online websites

Evaluation of alternatives
Buy Honda CRV
Will be a cognitive decision
Satisfies all his functional needs
Safety and security needs
Buy Ford Mustang
Will be a affective decision
Satisfies his personal needs
Inward Egoistic needs and need for
achievement

MASLOW HIERARCHY OF
NEEDS
Buying the Honda
CRV would satisfy
the Physiological
and Social needs of
Jamie.
Buying the Ford
Mustang would
satisfy the Self
Esteem needs of
Jamie.

As per Maslow ,
One must satisfy lower level
basic needs before
progressing on to meet higher
level growth needs.
Once these needs have been
reasonably satisfied, one may
be able to reach the highest
level called self-actualization.
Therefore, going by this theory
Jamie should buy a Honda CRV.

HEDONIC VS
UTILITARIAN
NEEDS
Hedonic
Needs:
The need to achieve pleasure from a product;
most likely associated with emotions or
fantasies derived from consuming a product.
The Sense of power and confidence that rises
within you comes into picture.
Utilitarian needs:
Utilitarian means relating to practical purposes,
or relating to the idea that usefulness is more
important than beauty.
The utility and convenience comes into picture
where price , mileage , insurance and
functionality comes into picture.

For Jamie, Ford

Mustang satisfied is
hedonic need.
Jamie loved how the
car gave him a
raised level of
confidence. How the
car felt , how its
steering felt. How
the sound of its
engine felt. It was
his dream car ever

Honda CRV satisfied

Jamies utilitarian
needs. He needed a
large trunk and
plenty of seats and a
all heel drive as per
the level of snowy it
gets in Wyoming.

CREATING A
BALANCE

Price
Insuran
ce
premiu
m
Mileage

Price range 5000-6000

Mustang 6500, CRV 5999
Don agrees to knock down price of
Honda
There was a difference in insurance
premium
Convinced himself that there is not
much difference.

Hondas mileage was better

Convinced himself that the
difference was marginal.

If Ford Mustang could even marginally solve his

need of bigger trunk and more seats, Jamie
would straight away choose Ford Mustang.
It was pretty clear by Jamies thinking process
that his Heart was overruling his mind . When
he set out his search, he wanted a car that was
going to be functional and convenient. Ford
Mustang was neither of the two, yet it caused
him so much dilemma. He was just trying to
balance out his needs.

OTHER ALTERNATIVES
Jamie can wait and collect more money so
that he can buy a car that satisfies both his
hedonic and utilitarian needs.
Jamie can buy a cheaper variant like a van
that can strictly satisfy his functional
needs(bigger trunk and more seats) and
therefore save money and add on to it in
order to buy a Ford Mustang soon.