Consumer Behavior Survey - Auto Purchase

Consumer Behaviour Survey

Product : CAR Sample Size : 3

Sample: Young professionals who are first time car buyers in the age group of 25-30 Influences on consumer behavior Observing our subjects it was noticed that one of them had some kind of cultural influences on their purchase because he attributed ‘success’ to owning a car and growing up in life. The people surveyed were on different social classes having different occupations and a huge difference in their income. There was also no influence of any brand preference. Under social factors, no reference groups seemed to have any direct or indirect influence on the buying but one survey showed that there was an indirect influence and he belonged to the aspirational group because it was long time dream of owning a four-wheeler. In our first survey, affordability and role played did show some influence towards buying a car. This portrays that occupational and economic circumstances did play a role. All three surveyed felt that owning a car had influences on their personality. Survey Insights:   33% of the responses were social and cultural factors that triggered buying. 100% of the responses mentioned about influence from personal factors.

Buying Decision process: The Five-stage Model Problem recognition: The below pictorial representation shows the outcome of our survey

Information Search: All major sources of information seemed to have been used by all the people surveyed. People seemed to be aware of the methods of gathering information. The below chart has been derived from the discussion with the survey 1.

Total Set

Awareness Set

Consideration Set

Choice Set

Decision

Maruthi Alto Swift Hyundai I10 Hyundai i20 Xing Ritz Wagon R

Maruthi Alto Swift Hyundai I10 Hyundai i20 Xing Ritz Wagon R

Maruthi Alto Swift Hyundai I10

Maruthi Alto Swift

Maruthi Alto

Evaluation of Alternatives: In our survey, it was noted that the people were concerned about two major factors such...