Can-Am Spyder Case Study

2641 Words11 Pages
Are Three Wheels Better than Two? The image of the Can-am spyder The Can-Am Spyder Table of Contents * Question One ……………………………………………………………………………………………………………. 5 * Question Two ……….……………………………...……………………..………………………………………..….. 7 * Question Three ……………………………..…………………………………………………………………..….…… 9 * Question Four …………………………...………………………………………………………………………....….. 11 * References ………………………………………………………….…………………………………………..…..…... 21 * Appendices …………………….……….……..………………………………………………….…………………………..…… 18 Question One Describe the motivations that may lead to a Spyder purchase. Do purchasers of the Can-Am Spyder have utilitarian motivations? Hedonic motivation? Both? The process of motivation builds on the foundation of an unsatisfied need (Jones and Page 2012). Abraham Maslow’s hierarchy of needs is a popular theory of human motivation in consumer and organizational behavior (Babin and Harris 2011, 88). Based on the case study written by Tia Quinlan-Wilder, University of Denver, the Can-Am Spyder states that the design of the product is unique compared to other traditional motorbikes (Babin and Harris 2011, 147). Thus the product allows the consumer to travel from one place to another; based on one of Maslow’s hierarchy of needs – physiological needs; will guarantee that the product meets consumer expectations and offers utilitarian value just like any other vehicle. The Can-Am Spyder has several unique safety features. It includes anti-locking brakes and stability control system (Babin and Harris 2011, 147). Vehicle safety is important to consumers, as they are more likely to purchase a vehicle that is safe. In contrast, the Can-Am Spyder features are safer than other motorbikes because of its advanced features, although based on Maslow’s esteem needs, if an older consumer with an age of 35-55 thinks about purchasing the

More about Can-Am Spyder Case Study

Open Document