This piece of work is about consumer behavior on electric vehicle which included the five stages of consumer decision making process such as Need Recognition, Information Search, Evaluation on Alternative, Purchase Decision, and Post-purchase decision. Lastly, the five different concepts which made up by social cultural factors and individual factors.
2.0 Five Stages of Consumer Decision Making Process
2.1 Need Recognition
A problem is recognized when consumer found out a difference between the actual state and a desired state (Consumer Behave, 2011). For instance, Joel, a salesperson, recognized that his car is due to maintenance and cost of fuel is getting higher. The price of RON97 petrol increased 20sen during April (The Star, 2011). Therefore he may looking for a new car which able to save the cost of fuel and low maintenance. So, marketer must address to consumer that there is a new improved car with the latest technology which is not using any fuel, it run with electric battery pack, so called Electric Vehicle through different channel. 2.2 Information Search
Searching for more helpful information according to what they want or needs through internal and external search (Hanna & Wozniak, 2001). Joel may pay more attention to the product information of electric car (EV). He will become more attentive to car advertisement, car purchased by friends and peer conversation about EV (Schiffman & Kanuk, 2010). Or, actively seek information by visiting stores, newspaper or read review in consumer reports. As a result, marketer should invest in having information available to the consumer in need (Perner, 2010). For instance, advertise through internet, brochures, news coverage, billboard, etc.
2.3 Evaluation of alternative
Evaluation of alternative describes the buyer considering the possible product found from the information search (Solomon et al, 2010). Consumer will evaluate each product based on objective and subjective criteria (Blackwell et al, 2010). Joel may compare electric vehicle with hybrid car or petroleum car based on the determinant attributes, such as style, technology, price, brand and quality. Besides, he evaluate on which type of car will offer him more benefit, for example, which car able to save more petrol and make less of noise. So, marketer must stress on the core competency of EV to Joel, which is zero emission, fully electric vehicle, able function without any fuel yet it comes with reasonable price plus government subsidies. 2.4 Purchase decision
Consumers are now ready to make a purchase decision, the actual buying of a specified product (Atskillz, 2008). Joel will go for the test drive session at different retail store. Gradually, his decision may influence by the salesperson, the service provided, the sales promotion and the product display (Blackwell et al, 2010). Thus, every salesperson has to be well trained and professional. In addition, marketer should ensure that company accept variety of payment method and provide sales promotion from time to time. 2.5 Post-purchase decision
Determined by the overall feelings, or attitude, a person has about a product after it has been purchased (Solomon et al, 2010). Joel will evaluate whether the performance able to satisfied his origin expectations in term of the quality, engine, and the performance. Hence, marketer should offer Joel after sales services, such as warranty, free service for the first 2 years and follow up the condition of the car every half year.
3.0 Social Cultural and Individual Factors
3.1 Green marketing
Green marketing is the marketing of products that are presumed to be environmentally safe. The products designed to minimize negative effects on the physical environment (Steve, 2010). Lately, consumers’ likelihood to buy environmentally safe products since emission from cars is often blamed contributors to environmental deterioration...