Consumer Behavior - 5 Point Purchase

Topics: Vespa, Scooter, Piaggio Pages: 3 (979 words) Published: October 13, 2010
As per Wikipedia’s general description, “The Vespa has evolved from a single model motor scooter manufactured in 1946 by Piaggio & Co. S.p.A. of Pontedera, Italy—to a full line of scooters owned by Piaggio. Vespa scooters have been known for their painted, pressed steel unibody which combines a complete cowling for the engine (enclosing the engine mechanism and concealing dirt or grease), a flat floorboard (providing foot protection), and a prominent front fairing (providing wind protection) into a structural unit.” More details on this remarkable scooter can be found at the official website: Vespa Scooters have been on my mind for quite some time now. Not because Gilberto Filippetti’s advertising slogan once said ‘Chi “Vespa” mangia le mele’ (or ‘He who “Vespas” eats apples’) but simply for its convenience, style, and simplicity of life that it provides. I, as a consumer, have gone through multiple reasons why I should buy a Vespa. And here one will find a breakdown of my 5 step buying decision process:

1)PROBLEM RECOGNITION: I recently discovered how problematic having a car was in Manhattan. It ate up fuel, was adding more carbon dioxide to the already polluted city, was time consuming due to parking and traffic problems, and was wasting away money on gas. What is the solution? I asked myself. As I was strolling around west village on a weekend, I discovered a bright yellow scooter parked on the cobblestone street with a “for sale” sign hanging off its front handles. What next caught my eye was the brand of the scooter: Bajaj. I could not hold my excitement and stood there with a smile as bright as the yellow in front of me. I quickly turned to my friend and said, “You know what? Bajaj is what I grew up with. And I think this is what I want.” That is when the search began for a scooter that sought to solve most of my travel problems.

2)INFORMATION SEARCH: I found, as a consumer, that the...
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