SITUATION
In the late 1990s, entrepreneur Neil Peterson was traveling in Europe when he observed what to him was a new way to own a car. It was called car sharing. Under this concept, the customer doesn't buy a car outright but uses the vehicle as a person would a timeshare property. The concept isn't totally new to the United States but has only caught on in a few places. Peterson has big plans. He wants to bring the carsharing concept to large U.S. cities.
His research, based on American Automobile Association data, shows that the average cost of owning or leasing a new car, including insurance, is around $625 a month. He believes the average car-sharing member will pay only $100 a month.
Question 1 What sociological issues may have an impact on the success of this venture?
Question 2 In which consumer decision-making stage do you believe Peterson's potential customers will be located? Why?