Prius: Cultural & Social Factors Affecting Its Rate of Adoption

Topics: Automobile, Internal combustion engine, Vehicle Pages: 2 (634 words) Published: March 5, 2013
1.What U.S. cultural and social factors would affect the acceptance of Prius.

People who accepted the early Prius were individualistic, they liked to be perceived as different from the norm. Some of the early adopters, who purchased the vehicle, modified it to make it even more individualized. Prius accepters were also efficient and practical because they purchased a car that is energy efficient. It uses less gasoline than standard vehicles and uses electricity, which is a renewable resource. Finally, Prius owners were free to go where and when they wanted to go, just as other car owners are. Socially, a person who identifies with groups who are accepting of differences, who are environmentally conscious, and who may be technologically advanced or frequent chat rooms on are more likely to accept the Prius. Others who are accepting may have heard positive things about it from friends or celebrities. Another social factor is that they believed it would fit into their lifestyle and that anyone who was likely to ride in the Prius was small enough to fit in the vehicle.

2. In your opinion, what type of buying decision behavior would a consumer experience? Explain.

I think the decision to purchase a Prius is made based upon complex buying behavior. Product characteristics of this type of behavior include expensive, risky, purchased infrequently, and highly self-expressive. For most people, buying a car requires a significant portion of one’s discretionary income. This purchase is not performed frequently and usually generates a significant amount of research before the purchase. The early Prius consumers took a risk with their purchase of a vehicle that was different from other solely gasoline-fueled vehicles. The early Prius purchasers tended to be either highly self-expressive in that many of them bought the car for the status or early adopters who bought it for its technology and modified it for individuality.

3. Discuss the five...
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