消費者對于汽車的購買行為

研究報告材料需要反復理解的關鍵方面的概念是理解消費者的購買模式，能夠分析、區(qū)分和評價相關新興消費者的購買需求以及不斷變化的以重點產品為趨勢的經濟發(fā)展。本篇報告的重點是針對本田汽車貿易有限公司多年來是如何建造和維持與客戶之間的關系，考慮到不同的客戶需求和不同的客戶購買習慣的行為因素，是如何影響公司的銷售和服務。本田汽車貿易有限公司成立于1971年，是屬于Al-Futtaim集團下的一個部門，并且在阿聯酋過得獨家分銷本田汽車、摩托車和海洋電力產品的機會。該報告而且還著重于塑造本田汽車在阿聯酋汽車市場的品牌形象和解決影響其品牌形象的問題。此外，該報告最大的思慮是市場細分、客戶需求、競爭對手、保持服務客戶愉悅以及創(chuàng)造力和創(chuàng)新，使這些成為解決影響公司的服務或恢復的方法。

 

The research report material revolves over the concept of understanding the key aspects of consumer buying patterns, to be able to analyze, distinguish and evaluate the constantly emerging buying needs of consumers relating to the changing trends of the economy for a focused product.

 

Primary focus of the report is aimed at how Honda Trading Enterprise over the years has built and maintained the relation with its customers, bearing in mind the diverse customer needs and how the different customer buying behaviors have influenced and have had an impact on the sales and services of the company.

 

Honda Trading Enterprise, established in 1971, is a division of Al Futtaim Group and has sole distribution rights for Honda cars, Motorcycles and Marine and Power Products in the UAE.

 

The report also focuses on the brand image of HONDA in UAE's automotive market and the issues affecting its brand image.

 

Moreover, the report gives utmost consideration to, market segmentation, customer needs, emerging trends, competition with rivals, customer delight, and creativity & innovation, and how these have influenced the service or reinstated the approach of the company.

 

Comprehension of the consumer behavior is a multifaceted procedure. What persuades a consumer to buy any product or service, the internal and external factors that have an impact on the buying decisions of the consumers? The research report analyzes and illustrates how the consumer goes through the following process before purchasing any product and further scrutinizes each:

 

Need recognition

 

Information search

 

Evaluation of different options

 

Purchasing decision

 

Post purchase behavior

 

Perspectives on decision making vary from a focus on habits that people develop over time to unusual and unique scenarios, simultaneously linking a great deal of risk in which consumers must carefully collect, study, evaluate and scrutinize information before making a choice.

 

There are four typical types of buying behavior based on the type of products that are expected and aimed to be purchased:

 

Complex buying behavior

 

Habitual buying behavior

 

Variety seeking buying behavior

 

Dissonance reducing buying behavior

 

Since the focus of the report is based on an automobile industry and the consumer buying behavior, the behavior which is discussed in depth and relates to the product is the Dissonance buying behavior, as buying a car or its products, is an expensive and infrequent purchase.

 

Dissonance reducing buying behavior is when buyers are highly involved with the purchase of the product, because the purchase is expensive or occasional. There is small difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.

 

The purchase of car is highly involved process when compared with other retail experiences. In the same way as, Consumer behavior is affected by many uncontrollable factors, such as: friends, upbringing, culture, the media, a role model or influences from certain groups.

 

Consumers are constantly challenged with the need to make the decisions about products. Some of these decisions are very important and require great effort, whereas others are made on an almost automatic basis.

 

The purpose of this paper is to present a short overview of the automotive industry today and highlight challenges facing the industry.

 

To evaluate and correlate the various factors and criteria considered in the present picture of automobile buying behavior. Key areas of concentration include:

 

Market segmentation

 

Customer needs

 

Emerging trends

 

Compete with rivals

 

Customer delight

 

Creativity and Innovation

 

A car is a complex product with many salient attributes, which consumers may use in product assessment and subsequent brand preference formation to make a choice in their car.

 

In this research, we are focusing on five criteria which determines customers brand image towards the Honda cars, which are design, quality and reliability of the product, and service based criteria- buying experiences and after-sales service.#p#分頁標題#e#

 

Our focus is on customer satisfaction which focuses on services, product features, product reliability and overall customer satisfaction, as well as employee service quality which focus on availability, responsiveness, timeliness. These characteristics are used to survey the perception of the existing customers on the image of the HONDA cars.

 

The global automotive industry is area under discussion to a variety of issues that are increasing complexity and influencing the economic options available to automotive manufacturers. The majority of these factors, interrelates with one another, and has strong inter-dependencies. However, some of these factors are market-induced and, therefore, cannot be influenced directly by the automobile manufacturers.

 

To further delve into on the consumer buying behavior and influences on consumers, a survey was conducted. The survey was conducted on a group of 50 people ranging from different age groups, localities and from different career backgrounds. The purpose of the survey was to study the consumer buying behavior and its impact on sales of an automobile such as Honda.

 

The survey questionnaire was divided into 3 parts. Part A focused on the demographics of the person. Part B focused on different customer buying patterns, what car they own, why they made this choice and would they be willing to purchase again from the same brand. Part C focused specifically on Honda, the need recognition for this product, what makes people choose this product and what are the highest contributing factors towards sale of Honda.

However thee survey results indicated that that numerous factors contribute and influence a consumer buying behavior, the consumer decision process however is the same regardless of demographics or any other factors.

 

Consumer Buying Behavior is a process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Buyer behavior is however, focused upon the needs of individuals, groups and organizations.

 

Decision making is a central interest in consumer-behavior research; consumers regularly make decisions about the selection, consumption, and disposal of products. Many of the most crucial decisions consumers come across, involve making difficult trade-offs such as price versus safety in purchasing an automobile.

 

Ultimately, the whole scope of the report is to relate the needs and wants of the consumer to the buying behavior. The report to this point covers the most evident examples and factors influencing consumers' decision making process and the impact of it on products and services globally available.