Consumer Behaviour on Automobiles
1.Executive Summary
The purpose of this report is to elaborate the factors which are considered by individuals before selecting or buying a car. Choosing a car is indeed an important decision of buyer and it does give a shape to where or what he wants. The report begins with a list of various cars which have been going though it has indeed changed its form to a large extent. Amongst all the cars classification, Honda city and Toyota vios, are chosen which similar at 1500cc but at a different level from each other, both are categories under mid-size car. After those different evaluation criteria which are used by the individual before selecting a car is made, and from all the possible factors, some important ones like price affordability, branding, functionality, safety, comfort are considered to be important. A decision matrix is prepared and the findings of the matrix are discussed after that. The last part of the report explains how the factors like demographics and personality affect the decision making process when buying a car. Interesting findings are shown throughout the report evidencing how different individuals are different from each other when it comes to making decisions about themselves. The report ends with a conclusion of the main findings in the report where in personality is given an important position as that is what affects how decisions are made about selection of buying a car.
2.Segment Analysis (emerging consumer trends)
• Lifestyle
A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-to-day basis.
The analysis of consumer life styles (called psychographics) is an important factor in determining how consumers make their purchase decisions. It also reflects their self-image or self-concept; the way they see themselves and believe they are seen by the others. Lifestyle is a composite of motivations, needs, and
The purpose of this report is to elaborate the factors which are considered by individuals before selecting or buying a car. Choosing a car is indeed an important decision of buyer and it does give a shape to where or what he wants. The report begins with a list of various cars which have been going though it has indeed changed its form to a large extent. Amongst all the cars classification, Honda city and Toyota vios, are chosen which similar at 1500cc but at a different level from each other, both are categories under mid-size car. After those different evaluation criteria which are used by the individual before selecting a car is made, and from all the possible factors, some important ones like price affordability, branding, functionality, safety, comfort are considered to be important. A decision matrix is prepared and the findings of the matrix are discussed after that. The last part of the report explains how the factors like demographics and personality affect the decision making process when buying a car. Interesting findings are shown throughout the report evidencing how different individuals are different from each other when it comes to making decisions about themselves. The report ends with a conclusion of the main findings in the report where in personality is given an important position as that is what affects how decisions are made about selection of buying a car.
2.Segment Analysis (emerging consumer trends)
• Lifestyle
A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-to-day basis.
The analysis of consumer life styles (called psychographics) is an important factor in determining how consumers make their purchase decisions. It also reflects their self-image or self-concept; the way they see themselves and believe they are seen by the others. Lifestyle is a composite of motivations, needs, and