After-purchase in-depth interview with Linda

Researcher (R): How did you decide to buy a minivan?

Linda (L): Buying a minivan has always been in my mind. If you live in the rural area and
have kids, you will understand how necessary it is to have a minivan. I got a raise last year,
and saved enough to buy a minivan.
R: Which brands did you consider before buying?
L: I first considered Chevrolet, Dodge, GM, and Ford. But, the first two were way above
my price range. I never considered German cars, as after-sale service of these cars are kind
of complicated in the United States.
R: How did you make your final choice? Can you elaborate on your decision process?
L: I really liked the Ford [minivan] a lot, but it had the back tailgate that lifted up instead
of the doors that opened. I suspect that if that had been available we might have gone with
the Ford instead because it was real close between the Ford and the GM. The lift gate in
the back was the main difference, and we went with the General Motors because we liked
the doors opening the way they did. I loved the way the Ford was designed on the inside. I
loved the way it drove. I loved the way it felt and everything, but you are there
manipulating all these kids and groceries and things and you have got to lift this thing, and
it was very awkward. It was hard to lift, and if you are holding something you have got to
steer all the kids back, or whack them in the head. So that was a big thing. You know it was
a lot cheaper than the GM. It was between $1,000 and $2,000 less than General Motors,
and because money was a factor, we did go ahead and actually at one point talk money
with a [Ford] dealer. But [the fact that] we couldn’t get the price difference down to where
I was willing to deal with that tailgate is what it comes down to.
R: How do you feel about your purchase? Are you happy with your decision?
L: I have been driving my GM minivan for three weeks now. Maybe, I could have chosen
another minivan at a more reasonable price. Yesterday, we had a high school reunion and
all my friends complimented my minivan. Probably, I made the right decision.

Questions

1. To what extent is Linda involved in the decision-making process?

2. What are the brands in her evoked set?
3. Did Linda use any decision rule(s)? If yes, which ones?
4. How can you describe Linda’s post-purchase behavior?