Value Proposition in a Marketing - Assignment Example

What strikes me as the most important proposition are the higher resale value and low operating and maintenance cost that will give me cost-saving advantages over other brands offered in the market.Positioning – the critical selection process. People buy for all types of needs most often derived from desires and considerations. Thus purchasing decisions depend on personal emotions, goals, social situations, and values. I have been guided by both emotional and rational categories in my choices.

I consider emotional because I have been attracted to the website display of the car, and because my friend told me it is a good car.  This statement led me to visit the retailer’s store to see for myself the physical attractions of the car.  This led me so far to check on the value propositions of the dealers. Whereupon, I have seen the wider choices such as model and color, convenience, range of maintenance, and satisfactory services offered that will give me the best value.

  It is also a rational choice because taking all things being equal the next consideration is cost and budget constraints. Cost oftentimes restrain choices and preferences between luxury and budget cars. Luxury cars oftentimes give the owner the pride, pleasure, or prestige everyone else wants to have, but sometimes the decision is restricted by certain factors.There are times that people buy because of quality, and they buy because it is practical and useful. In a survey conducted among the affluent, 70% of respondents said a good value is more valuable than price and that 80% of respondents said that the quality consumers get is what they pay for (Luxury Daily, 2011).

Furthermore, a buyer will find that he will need less repair and maintenance when he/she buys a quality product, therefore, in the end, the buyer will save on costs compared to a cheaper brand of car. Because of technology, the definition of consumer tastes and behavior is also changing. What was convenient several years ago such as big cars has now changed to compact vans and cars which are more practical and useful because of the high cost of gasoline and maintenance.