The paper "Factors Influencing Consumer-Purchasing Decisions in the Automobile Market" is an outstanding example of a marketing research proposal. For any business to achieve success, it is critical that the management understands consumer behavior. This ensures the company has a proper picture of the behavior and market. Consumer purchasing decisions is an appropriate indicator worth of study. The automobile market is becoming full of different car models. Many firms are also finding new ways of targeting small families as customers. Thus, this analysis is relevant to measure the arising consumer preferences and trends in the automobile industry.
This is economically useful to the automobile manufacturers and marketers for the proper understanding, strategy, and orientation of their marketing endeavors. The automobile market has brand names that create differentiation. Customers go for brand names and can pay a premium, for instance, they do not buy cars, they buy Range Rovers, they do not buy jeans, and they buy Levi's among others. This shows how branding affects consumer purchasing decisions. Literature Review Consumer behavior theory This is a wide area with many varies the direction of analysis. The models can incorporate pre-purchase patterns related to varied stimulus experienced by the consumer to relevant to past-purchase behavior and the end disposal of the product. Consumer decision-making process explanations are through various models and theories.
This helps in the effective targeting of consumers by marketers. The standard consumer theory is where the decision-making process occurs through the processing of many steps. Many analysts have developed a five-step purchasing process while other has developed multiple-step purchasing models. All of these deal with motivation, awareness, attitude, and experiences. Analysis of consumer behavior greatly contributes to the success of many markets.
The findings analyses are through dependent and independent variables. Other important factors of the analyses include marketing mix elements, social and physical factors. These entire factors strongly influence consumer-purchasing decisions by enabling the discovery of the rules associated with decision-making. There are factors that relate to policy within different countries. Some of the policies include regulation to monitor the emissions of automobiles. Consumers in such countries are influenced by such policies. Manufacturers must find ways of persuading the consumer to purchase low emission cars.
Consumers first look at the personal benefits of purchasing an automobile before considering the external ones (Wallis, n.d. ). Another model is one that divides consumers into four groups depending on wealth and need for status. Each group studies are on the way preference for branded goods relates to the desire to associate or dissociate with their own and others. Rich consumers already have status, therefore associate with their own, and can pay a premium for goods that they recognize. These consumers prefer using shouting goods to signal their segregation from others.
Those without status strive to achieve status by purchasing counterfeits in order to copy the wealthy (Han, Nunes, & Drè ze, 2010). Human beings are complicated creatures who do not seem to know their own minds. It is easy and sometimes impossible, to generalize about consumer behavior. Each person is as unique as his/her heredity, environment and experience. The prediction of consumer behavior is a difficult and complex task, full of surprises, risks and uncertainties. However, accurate predictions can produce massive returns and the vice versa can cause millions of losses. Presently, all businesses are aware of the fact the consumers are the critical factors in business.
The knowledge of why and how people consume products helps in the improvement of products, market view and the methods of consumer attraction. The age of liberalization, privatization and globalization has transformed the society (Subadra, Murugesan, & Ganapathi, 2010).
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