1. Name the top influence(s) impacting a consumer’s decision to buy a car from Scholfield Honda.

If you want to study consumer behavior, probably the best place to start would be a car dealership.
Cars are a big investment. Most people spend upwards of $20,000 on a new car and $6,000 or more on a preowned vehicle. In the United States, where we drive pretty much everywhere, your car is your first contact with the world. One look at someone’s car and you might get an idea of their politics, bank account, occupation, education, musical tastes, and favorite weekend activities. It’s the ultimate fashion accessory. Does it have a lot of cup holders and a DVD player in the headrest? Family car. Cute little convertible? Twenty-five-year old with her first real job. That Italian sports car? Retail therapy for the mid-life crisis. That person in the 2010 Honda Fit hybrid who just stole your parking space? Likely some smug, 20-something activist.
But looks can be deceiving.
When the Honda Insight, Honda’s first consumer hybrid car, hit the market in 2000, Roger Scholfield, owner of Scholfield Honda in Wichita, Kansas, thought he had it all figured out. For one thing, Wichita isn’t exactly known as the epicenter of eco-consumerism.
He’d probably sell a handful of the hybrid cars to a couple of single, 20-somethings. The car only had two seats and seemed pretty flimsy with its lightweight aluminum body. And with a sticker price of $20,000, it was pretty pricey.