Ch. 6 - Consumer Decision Making

Need Recognition

"I need a comfortable car to save me money. I should buy a eco-friendly luxury car."

Information Search

Since Tesla is marketing to the upper class green friendly baby boomer target market, the present Tesla consumers already made their choice. But when new consumers first start up the Tesla Model S, they say wow! Then, ask themselves how much can I pay. Which option is better gas or electric?

Evaluation of Alternatives

2014 Tesla Model S, price is from $69,900. the price is too high for many consumers. Yes, the Model S delivers luxury but with a high price too pay. Either buying a $70K car (the Model S), or likely half that for an alternative ($35k-ish). List of alternates as follows:

Hybrids Sedans/SUVs:
Toyota Prius V: $37,000 equipped, 42mpg, CC = 34.3/67.3 cu. ft.
Ford Escape Hybrid SUV: $38,000 equipped, 35mpg, CC = 30.9/66.4 cu. ft.

ICE SUV/Crossover:
Mazda CX-7: $26,000, 26MPG, CC=29.9/58.6
Toyota Venza: $40,000 equipped, 26MPG, CC=34.4, 70.0
Ford Flex SUV: $42,000 equipped, 20MPG, CC=20.0/43.2/83.2
Audi Q7 TDI SUV (Bio-Diesel Option): $60,000 equipped, 20MPG, CC=10.9/42.0/72.

The consumers who can afford the price of the Model S must factor in driving range, presence of charging stations, charging time, and etc...

Purchase

The gem of the interior is the 17 inch touchscreen, WOW! I'm ready to buy.

Post Purchase Behavior

 

There are positive and negative reviews of Tesla Motors, you as the consumers must decide the course of action you plan to take.  Buying a Tesla model S, consumers must take in consideration; no price haggling, maintenance and parts, service stations, and other factors when looking to make a car.