How the arketing Mix Affects Consumer Behavior
...l my need for steel belted radial tires for everyday driving of my vehicle. Second, the tires I chose needed to be reliable and of a good quality. As with many products there are several levels of quality to choose from and various other factors such as warranty and service affected my choice in level of product quality available. The tires I chose are warranted against manufacturer and material defect for 50,000 miles under normal use. There were other warranty options for higher mileages available but I chose the shorter warranty term due to the additional services provided such as free road hazard protection, flat repair, tire rotation and rebalance. Brand is also often a consideration in purchasing a specific product. For me however brand was not a consideration for this purchase Price How much a consumer is willing to pay for a product is relative to their needs, desires, and financial situation. In my situation, tires were not a desired purchase they were a necessity. I would have much rather spent the money on something else that I wanted to buy such as a new piece of furniture for my house. This definitely affected how much I was willing to pay for new tires. I needed tires that filled my needs and wanted to pay as little as possible for them. In addition to not wanting to pay any more than necessary for my new tires, I had a limited amount of cash on hand for the purchase. I wanted financing options and was willing to pay a little more for the tires if that meant I would have less initial out of pocket expense. While I was willing to pay, a little more I was not willing to pay a great deal more for this option. Tires were still not a desired purchase and just because financing was available, I was not going to buy the most expensive tire. I still wanted the least expensive product that fit my needs. Promotion I am sure that several tire retailers had the product and services necessary to fulfill my needs but considering that this was not a desired purchase for me I did not want to shop around. Therefore, promotion played a very large role in my ultimate decision. Les Schwab is well known for its service and financing options because it promotes them heavily. This meant I did not really need to think about where to make my undesired purchase because I already knew from the many television, print and radio advertisements I had previously come in contact with. Other retailers probably offer comparable products,...