1. Outline the decision-making process for each of the Sanchez family’s bicycle purchases.

2. Compare the different purchase processes for the three bikes. What stimulated each of them? What factors were considered in making the store choice decisions and purchase decisions?

3. Construct a multiattribute model for each purchase decision. How do the attributes considered and importance weights vary for each decision?

Synopsis:   The Sanchez family buys three bicycles—one for their daughter, one for their son, and one for the father. This case illustrates the steps customers go through when buying a bicycle for their children and themselves. It can be used to discuss the stages in the buying process, the factors affecting the purchase decision, and how the purchase decision differs depending on the buyer's knowledge and needs.