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I will attach two documents, please complete the questions based on what is in the documents, thank u.
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CASE STUDY: Massine Bouzerar’s First Car
Your primary task is to provide a response to the attached case titled “Massine Bouzerar’s First Car!”
This response should include an identification of the problem(s), analysis, consideration of
alternatives, a decision, and a plan of action. The write up should be double spaced and
maximum 3-4 pages in length.
The write up can be written in bullet points, full sentence style.
Some of the questions to be addressed in the case analysis include:
1. Identify the key factors that influence consumer behavior of Massine.
2. Explain the role cultural, social, and personal factors play in Massine’s behavior while
purchasing the car.
3. Explain how Massine’s needs, emotions, and memory influence his behavior.
4. Discuss the key stages of the buying decision process for Massine Bouzerar.
• What evaluative criteria is used during the buying decision process?
• Role-play Massine and assign weights to each of the above criterion in order of
perceived importance of the criteria for the decision making.
•
What kind of risks does Massine face during the car purchase process, and how does he
manage them?
GENERAL TIPS on how to do a case analysis.
1. READ THE CASE and determine what you’re being asked to do. Are there questions to
answer, a problem to address, or a decision to evaluate?
• Who is the decision maker in the case that I’m replacing and what position do I hold?
• What appears to be my issue (decision, problem, challenge, or opportunity) and
what is its significance for the organization?
• Why has my issue arisen and why am I involved now?
• When does the case take place?
• Where is the organization located? Does the location have any relevance to the
issue?
• How long does the decision maker have to make this decision?
2. DEFINE the problem
3. ANALYSIS – Quantitative and Qualitative analysis
4. ALTERNATIVES generation
• CRITERIA generation
5. DECISION (Using alternatives assessment matrix)
6. ACTION and implementation
Massine Bouzerar’s First Car
Massine Bouzerar and
H. F. (Herb) MacKenzie
k, deep in thought. He put his work
des
his
at
at
ars
zer
Bou
e
sin
Mas
2,
On May 11, 201
eral
ssing issue. He’d been looking at sev
pre
t
mos
his
er
sid
con
ld
cou
he
that
aside so
make a decision.
ven a few, and now it was time to
cars over recent weeks, had test-dri
THE BACKGROUND
was about to
from class to catch the last bus that
In mid-April 2012, Massine bolted
around for
card as he got on the bus, he looked
t
den
stu
his
g
pin
Swi
ty.
ersi
univ
leave the
y full. Pressed up against the side of
absolutel
a seat. To his disappointment, the bus was
and the other gripping the overbag
k
boo
trap
le-s
sing
his
ing
tch
clu
d
the bus, one han
bus pulled away from the curb.
balance as the
head rail, Massinetried to keep his
while accilt his body moving, every once in a
With every turn and twist Massinefe
l times on the
pping on toes. “Sorry,” he said severa
dentally elbowing a stranger or ste
the bus
contact and nodded. Standing on
eye
e
mad
ely
mer
ple
peo
t
Mos
trip home.
hetried his
plex balancing actat a circus: while
com
a
of
nk
thi
e
sin
Mas
e
mad
ays
alw
as the ringmaster, constantly let
e, the bus driver,
best not to fall over or hit someon
Copyright © 2012 H. F. (Herb)
ten by Massine Bouzerar and H,
MacKenzie. This case was writ
Goodman School of Business, Broc
illustrate effective or ineffective
F. (Herb) MacKenzie,
s for class discussion andis not
k University. It was prepared as a basi
intended to
handling of a man
permission.
agement situation. Reprinted with
eenee
43
rn
44
e
erb) MacKenzi
ar and H. F. (H
Massine Bouzer
y time the bus got
th greater difficulty ever
wi
m
or
rf
pe
ors
act
the
ng
e quickly
people on the bus, maki
aster”’ would accelerat
ngm
“ri
he
,t
gh
ou
en
rd
ha
that wasn’t
mpt to make the
even more crowded. [f
hts, and otherwise atte
ig
redl
n
ru
d
an
ns
tur
p
shar
d stop Massine’s heart
and stop abruptly, make
Every time the bus woul
ce.
ien
aud
his
for
ing
g to find their
trip more entertain
would be crowd-surfin
e
on
me
so
t
tha
g
in
ow
ter, kn
would begin to beat fas
e’s eyes
way out.
led out, making Massin
cal
em
st
sy
d
un
so
s
s’
the bu
htair
“Downtown terminal,”
of the bus into the cold nig
out
from his doze. He stepped
d to catch three
blink rapidly, waking him
xt bus, Unfortunately he ha
ne
his
ch
cat
to
rm
fo
at
pl
less
and walked toward the
. “I’d probably take me
me
ho
it
ke
ma
y
all
fin
to
s
minute
the terbuses, taking him over 45
LED digital clock outside
the
at
g
in
ok
lo
f,
sel
him
to
t
clock soon read
time if I walked,” he though
here any minute now.” The
be
d
ul
ho
“S
d.
rea
he
”
en,
no bus,
minal. “Eleven fourte
ound and there was still
ar
me
ca
0
:2
11
en
Wh
d.
be foun
couldn’t
11:15, but no bus was to
s?” he thought to himself. “Tt
bu
d
ste
bla
t
tha
is
re
he
“w
n’t get to my
Massine becamerestless.
he platform waiting. If I do
ont
e
on
ly
on
the
t
no
m
I’
a
have left early, since
ve to catch.” Finally, at 11:22,
ha
I
s
bu
xt
ne
the
ss
mi
to
g
in
nt ofhis
transfer point on time I’m go
al, remaining stationary in fro
min
ter
the
o
int
ed
ll
pu
s
ght
pair of bright white headli
the bus.
lowing the waiting crowd onto
,al
ned
ope
s
or
The bus
do
e
Th
rm.
tfo
pla
down,he still felt stressed.
sit
to
ce
an
ch
the
e
in
ss
which was
Althoughthis ‘bus gave Ma
his transfer point by 11:30,
to
t
kei
ma
to
d
ha
d
an
te
s he needed—
had been seven minutesla
stop at 11:35, and the next bu
his
to
up
ed
ll
pu
bus
the
,
gh
lk
unlikely. Sure enou
nd view. Now he’d have to wa
yo
be
ll
we
s
wa
d
an
t
lef
y
ead
g on the
the last bus that night—had alr
y got home he dropped his ba
all
fin
he
en
Wh
t.
en
tm
ar
ap
ur had gone by.
about 20 minutes to his
nouncing that yet another ho
an
,
ed
zz
bu
k
oc
cl
en
ov
the
as
a car!”
kitchen table just
’ve had enough.I’m buying
.“I
med
lai
exc
he
?”
me
ho
get
“An hour to
ONLINE SEARCH
me research on different brands
sine began to do so
Over the next several days, Mas
in his region. He
models of used cars available
commenced by setting a few
specific to his needs. Thefirst
order to obtain narrow results
ion. Not being a very
car was automatic transmiss
constraints in
thing he knew he wanted in a
e believed
experienced driver, Massin
t he had enough to learn
e to get used to, and he fel
uld take tim
that driving a manual car wo
and
for the next four to
e he knew he’d have the same cat
aus
bec
t,
Nex
m.
gra
pro
ss
ine
ioning,
in his bus
with options, including air condit
ded
loa
s
wa
it
e
sur
ke
ma
to
five years, he wanted
y, he wanted a
s entry at the very least. Finall
les
key
and
ks,
loc
r
we
po
s,
power window
distance from campus.
be fuel efficient. He lived quite a
d
ul
wo
t
tha
car
t
pac
com
r,
search
lle
sma
mind, Massine decidedto start his
his
in
und
aro
ng
ati
flo
s
tor
fac
With all these
wn and stopping
venientthan travelling around to
con
re
mo
ch
mu
s
wa
it
as
et,
ern
on the int
a car, he asked her
alie, his roommate, had just gotten
she said.
at various dealerships. Because Nat
“You should try AutoTrader first,”
g.
kin
loo
rt
sta
o
ret
whe
on
ice
for some adv
ent criteria you’ re
row your search by selecting differ
nar
can
you
and
te
iga
nav
to
y
eas
’s
“It
ads for free and
site where users could post their car
looking for.” AutoTrader was a web
eda list of
y wanted. Foreach car the site provid
the
s
r
car
ula
tic
par
for
rch
sea
ld
cou
people
easy for
contact information. It was extremely
features, a photo album, and the seller’s
beginners to navigatethesite.
e and
AutoTrader. Hefirst typed his postal cod
on
t
wen
e
sin
Mas
ce,
advi
s
lie’
Nata
Taking
25-kilometre
ing to go to buy a car. After selecting a
will
be
d
he’
ance
dist
hest
fart
the
ed
add
his
soon as his results appeared, he could tell
radius, Massine began browsing. But as
showed cars priced at over $15 000. Mas
es
pag
few
st
fir
the
ad—
bro
too
n
bee
search had
to spend
$5000 before taxes; he knew he wanted
sine decided to set a maximum price of
his co-op
commute to university and eventually to
over $4000 on the car, as he’d useit to
ond
with cash, and wouldn’t go much bey
car
the
for
pay
ld
cou
e
sin
Mas
.
ent
work placem
wantedat
ey, which he didn’t wantto do. He also
mon
row
bor
to
d
nee
d
he’
as
unt
amo
this
With this narthat read below 160 000 kilometres.
least a 2004 model and an odometer
way.He
he decided to take a look at them any
but
lts,
resu
11
y
onl
got
ine
Mass
ch
rower sear
g for something
the brand of car; he was just lookin
for
ce
eren
pref
any
e
hav
ly
real
’t
didn
king for.
that hadall the features he was loo
d even
sine could find only a few cars he’
Mas
lts,
resu
his
all
h
oug
thr
g
kin
After loo
to ask Natalie for
bookmarked those cars and decided
he
ed,
rag
cou
Dis
at.
g
kin
loo
er
all
sid
con
he asked. “WhenI try my search for
y?”
fuss
too
ng
bei
I’m
k
hin
yout
more advice. “Do
interjected:
cars that come up.” Natalie quickly
the
of
any
like
t
don’
I
t,
wan
I
the features
n one place.” She
“You just have to look in more tha
,
said
she
”
too,
that
e
lik
was
I
no,
free
“No,
which contained almost 5 million
ite,
webs
ji
Kiji
l
loca
the
ng
usi
y
recommended hetr
natrow their
. This site also allowed users to
gory
cate
by
zed
ani
org
ads,
ed
local classifi
the results they’d receive.
Kijiji
search bysetting up restrictions on
sine was immediately satisfied.
Mas
ji,
Kiji
on
up
e
cam
lts
resu
Once his search
e were so
oTrader, which explained why ther
Aut
than
e
sit
web
r
ula
pop
e
mor
was a much
y were muchbetter
Although he got only 19 results, the
w.
vie
to
e
labl
avai
ads
e
mor
he
y
man
Mostof the cars had all the features
r.’
ade
oTr
Aut
on
en
gott
d
he’
s
quality than the one
Out -of curiosity
harder to pick his favourites.
it
ing
mak
e,
mor
and
for
was looking
price to $5500: he got
esite by raising his maximum
onth
rch
sea
r
the
ano
try
to
d
he’d be
ide
he dec
k at those as well, certain that
loo
d
he’
d
ure
fig
e
sin
Mas
s.
three additionalresult
cars he was interOnce he’d bookmarked all the
00.
$50
to
er
clos
e
pric
a
e
able to negotiat
consider.
ested in, he had eight cars to
DEALERSHIP SEARCH
miing from a dealership would eli
Buy
s.
tie
ili
sib
pos
e
mor
n
eve
might
Then Massine looked for
d car, so hefelt that looking there
use
a
ing
buy
h
wit
d
ate
oci
ass
ks
nate someof the ris
he’d looked up
d, he visited several car lots
han
in
cil
pen
and
d
epa
Not
.
be a safer bet
l over his price range.
the majority of the cars were wel
nt
tme
oin
app
dis
his
to
but
,
ting a car
online
n, he realized that although get
dow
n
tte
wri
s
car
two
or
one
h
Walking away wit
m the dealership
also comesat a price: the premiu
it
,
risk
e
som
s
ate
min
eli
p
shi
from a dealer
sine knew he didn’t
the caris actually worth. Still, Mas
t
wha
ond
bey
and
ve
abo
s
rge
sly concha
the first few months, so he seriou
in
th
nwi
dow
ak
bre
ld
wou
t
tha
want to buy a car
lots.
sidered the ones at the car
TEST DRIVES
ing
On May 7, with over 10 cars mak
, Massine nar-
it past the first stage of his search
istered,
ling price, year, kilometres reg
sel
’s
car
the
on
ed
bas
r
the
rowed his options fur
finally settled on
long and rigorous process, he
this
er
Aft
t.
cos
nce
ura
ins
features, and
46.
Massine Bouzerar and H. F. (Herb) MacKenzie
three alternatives he was happy with. That same day he decided to call a dealership,
Hescheduledtest drives forall of them.
Hisfirst test drive was the very next day. Thecar, a silver 2005 Saturn ION Coupe he’d
include the safety test and the emissionstest. Although Massine had now developed some
knowledge of the features and characteristics he was looking for, he still had verylittle
mechanical knowledge and wouldn’t be able to assess whether a cart was in good condition. Aware of his limitations, he asked his friend’s father, Tim, to join him for the test
drives, knowing he’d be ableto fill in the gaps. Arriving at the seller’s home, they parked
on the street and headed to the house. The dusty Saturn was parked in the driveway and the
seller, who appeared to bein his early twenties, awaited their arrival wearing ripped jeans,
a stained shirt, and scuffed sneakers. “Are you Massine?” hesaid, looking at Tim. “I’m
Massine,” Massine answered. “I called yesterday to comesee the car.”
Once Massine wasgiven the keys, he unlocked the car and looked around inside while
Tim checked outthe tires and the engine. After establishing that the car looked good both
aesthetically—other than the dust—and mechanically, Massine was making his way to the
driver’s seat when he heard the seller call out, “I want to be in the carfor the test drive, just
in case.”
,
With the seller in the passenger seat and Tim in the back, Massine drove the car around
the neighbourhood,getting a feel for the steering, the gas pedal, and the brakes. Out of
all the cars he’d driven before, the leg room wasgreat, especially given the fact that he was
fairly tall. Getting out of the car, he instantly knew hereally liked the car. It had all the features he wanted and more: power windows, powerlocks, a sunroof, and a great sound sys-
tem. Although the car wasa bit dirty, it was nothing a good car wash wouldn’t fix. After
negotiating the price down to $5250, which wasstill slightly over his budget, Massine told
the seller that he’d let him know bythe end of the week whether or not he’d takeit.
Driving back home with Tim, Massinefelt extremely happy with the test drive. “I can
definitely see myself driving off with it,” he said. The car was sporty, and had only 110 000
kilometres on it. It wasn’t too bad ongaseither, with a fuel economy of 10.23 litres per
100 kilometres. As Massine went on excitedly about how muchheliked the car, Tim interrupted him. “Did he ever actually introduce himself to you?” Massine realized that the
seller had never given him his name or even shakenhis hand.
On May 9 Massine went with Tim to test-drive the other car he’d found on Kijiji. It
wasselling for $4500, but that included the safety test, the emissionstest, and the Ministry
of Transportation’s buyer’s package. Massine had made arrangements to meettheseller,
Joe, at his work, Smith’s Flooring Inc. As he was pulling up to the parking lot, Massine
saw the silver 2005 Pontiac Pursuit Sedan. It was one ofthe first cars he’d found on the
website and he immediately tooka likingto it.
Massine went into Smith’s Flooring and asked for Joe, who turned out to be Joe Smith,
the ownerof the company. He was selling his daughter’s car; she’d just movedto bigcity
and no longer needed a vehicle. As Massine shook his hand hecould see that Joe was
dressed quite nicely, a noticeable improvement overthelast seller. Joe handed him the car
keys and said he’d be waiting for him inside while he drove it. Massine took the keys and
Started the engine, with Tim sitting in the passenger seat. They took it for a drive around
the block. Massine noticedthat the car’s leg room was average—not as spaciousas the
vase G. Massine Bouzerar’s First
Car
47
previous car he drove, but spacious enoughf
or him to drive in reas
onable comfort. The
Pontiac had the same features as the Satu
rn, exceptfor a sunroof, which wasa bit
disappointing. Its fuel economy was comparab
le to the previous car’s: approximately 10
litres
per 100 kilometres. The
odometer registered 140 000 kilometres,
Getting back to the parkinglot, Massine told Joe
that he’d enjoyedthe ride and negoti-
ated the price down to $4250, $750 below his
budget. He let Joe know that he’d decide by
the end of the week, as hestill had to test-dri
ve one morecar. Driving home, Tim mentioned that the selle
r seemed like a trusting, and probably trustworthy,
person.
The next day, Massine and Tim went to test-drive
the last car on thelist: a silver 2006
Pontiac Wave forsale at a used-car dealership call
ed Steve’s Wheels. Massine had been
told that he could comeby the dealership between
9 a.m. and 6 p.m. and that someone
would beglad to assist him.
After arriving at the car lot, Massine and Tim were
son wouldbe right with them. The car hadall the feat
told to wait by the car and a salesper-
ures Massine was looking for,
except
for a sunroof and power windows, which, he thou
ght, was a big negative. However, the
car was newer, with only 100 000 kilometres onit
s odometer, and had a fuel economy of
9.4 litre
s per 100 kilometres. It was certainly the mostfuel-effi
waiting for more than 10 minutes, Massine deci
cient carin the group. After
ded to approach a salesperson, Mike, who
was walkingacrossthe lot. “Oh, my apologies, I didn
’t think you were a serious buyer,”
Mikesaid to Massine, somewhat apologetically. Raising
his eyebrows, Massine askedif he
could take
the car on test drive and, after Mike checked tose
e his licence, Mass
ine and
Tim got in the car and drove away from thelot. Thecarfel
t great on the road: the turns were
made easily and the car stopped gently, making it very
comfortable to drive. The only
downside wasthatit didn’t have the best leg room; it was
a more compact vehicle.
The dealer’s asking price for the cat was $4595, includin
g the safety test, emissions
test, buyer’s package, and oneyearoffree oil changes, but
Mike didn’t seem flexible with
the price. Massine felt he would haveliked to negotiate, as
he’d done with the two previous cars. He told Mike that he’d makea decision by the next
day, and Mike gave Massine
his business card in case he had anyadditional question
s. On the drive home, Tirn told
Massinethat he thought it would be a nice, fuel-efficient car
for him, but he didn’t like the
fact that the salesperson hadn’t taken them seriously atfirst.
THE DECISION
It was now May11 and time for Massine to makea decision.
Thefirst car wasideal in terms
of the optionsit offered, but the price was slightly over
his budgetand the seller seemed
young and naive, The second car had mostof the optio
ns he wanted and the lowest selling
price; howev
er, its odometer had the highest numberof kilometres
. The last car
wasthe least
risky, as it was from a dealership, andit was the mostf
uel-efficient with the least number of
kilometres, but Massine wasstill troubled by how the sales
person had managed the meeting.
As hecon
sidered his alternatives, Massine finally natrowedh
considered them both for some time, he foundthat the third
is choice to two. As he
alternative kept retur
ning
to his thoughts. But now he’d had enough; since he’d alrea
dy droppedthat third option
from his consideration set, he wasn’t going to considerit
any further, Eventually, Massine
decided
between his last two alternatives. He poured himself anoth
for the phone.
er coffee and reached
Purchase answer to see full
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