In high-involvement decisions, the marketer needs to provide a good deal of information about the positive consequences of buying (Branchik & Shaw, 2015). For many consumers, choosing an automobile is often a complex and high-involvement process. The decision-making process that Nighthawk Motors will use to persuade their potential customer to buy the Ecostar model will include: • Brand familiarity through advertisement • Price • Quality • Survey • Benefits Brand familiarity: Nighthawks Motors will be running commercials of the Hybrid model on T.V and radio stations. In addition, advertising on-line and printing ads in newspapers and magazines. Also, creating dynamic billboards of color and utilizing product placement on television shows …show more content…
According to research, value-based pricing is the setting of a product or service price, based on the benefits it delivers to customers (Töytäri el at., 2016). The company will offer product information (Brochures), quality, warranty opportunities (Parts and Maintenances) and good service at a fair price. In addition, in encouraging purchasing behavior with these consumers, Nighthawk Motors will offer a promotion discount for the first 3 months of the car being sold in the U.S. The company will offer a buy-back lemon program on all cars in which will provide customer confidence in purchasing the Ecostar’s model. Lastly, Nighthawk motors will provide an exclusive no charge deliver service of these vehicles to the consumers. In conducting these strategic approaches will allow Nighthawk Motors to set up for long-term fleet sales success and attain customer loyalty with the product (Töytäri el at., 2016). The innovative strategy of optional pricing, will help the company outshine the competition, increase sales in this segment and maximizes