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Consumer Behavior Research in Car Industry

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by

Shawn Ye

on 10 December 2015

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Transcript of Consumer Behavior Research in Car Industry

Thanks
Research Questions
The followings are research questions derived from the main problem:

Which are the main characteristics people look for when purchasing a vehicle?
What are the sources being used by consumers when retrieving information necessary for purchasing a new vehicle?
What role does income play when purchasing a vehicle?
Is there a relationship between environment awareness and the decision making process of consumers?
With regards to the decision making process, is there a difference between male/female when purchasing a new vehicle?
Literature Research
Moutinho (1996) - Extensive problem solving.

Burroughs & Mick (2004) - Consumer problem solving process.

Mcshane, Bradlow, and Berger (2012) - Functional and economic concerns.

Bettman, Luces and Payne (1987) - Consumers usually lack information. Some attributes, such as safety, may be difficult for consumers to trade off.

Moutinho (1996) - Women's pattern of car buying differs from that of men.

Mcshane (2012) - Sport utility vehicles VS. Family vehicles

Monga (2012) - No major difference among the car brands where performance is concerned, dealerships play an important role in building up the perception of a brand.

Nikhil Monga et al. (2012) - Brand perception takes place before a car is purchased which goes on with its use and leads to recommendations consumers tend to share with each other.

Qualitative Research
In the five interviews, several characteristics are mentioned more than twice, which are comfort level, safety, price, and fuel consumption.

When it comes to information collection channels, Internet, TV advertisement, relatives and friends are mentioned.

The topic of personal environmental awareness is also discussed. All of the interviewees think environmental vehicles cost too much comparing with what they can provide.
Quantitative Research
Answering the following questions:

Which are the main characteristics people look for when purchasing a vehicle?
What are the sources being used by consumers when retrieving information necessary for purchasing a new vehicle?
What role does income play when purchasing a vehicle?
Is there a relationship between environment awareness and the decision making process of consumers?
With regards to the decision making process, is there a difference between male/female when purchasing a new vehicle?
Consumer Behavior Research
in Car Industry

Presented by:
Brooks Lishaun 2330717
Shaokun Ye 2433273

The automotive industry is one of the world's most important economic sectors by revenue. In the current world, there are about 1,015 billion cars on the road, and hundreds of car companies in the market.
Background
Recommendation
Problem Statement
To get success, one crucial thing a car company need to do is gaining an insight into the decision making process consumers go through when purchasing a new vehicle. And that is the problem we are going to solve in this research.
Research Method
Exploratory research

Descriptive research

Causal research
Secondary data
Literature study

Primary data
Qualitative research
Quantitative research

Car corporations should focus mainly on quality, safety, price and fuel efficiency.
Companies who manufacture environmentally friendly vehicles should focus more on older consumers.
Companies who manufacture non environmentally friendly vehicles should pay keen attention to the rise in environmental awareness amongst younger consumers.
Researchers should look to expand their research and make sure that their findings present extensive answers to the questions they may have.
Researchers should look to obtain a sufficient sample size
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