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消费者对于汽车的购买行为

时间:2015-08-23 10:15来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
研究报告材料需要反复理解的关键方面的概念是理解消费者的购买模式,能够分析、区分和评价相关新兴消费者的购买需求以及不断变化的以重点产品为趋势的经济发展。本篇报告的重点是针对本田汽车贸易有限公司多年来是如何建造和维持与客户之间的关系,考虑到不同的客户需求和不同的客户购买习惯的行为因素,是如何影响公司的销售和服务。本田汽车贸易有限公司成立于1971年,是属于Al-Futtaim集团下的一个部门,并且在阿联酋过得独家分销本田汽车、摩托车和海洋电力产品的机会。该报告而且还着重于塑造本田汽车在阿联酋汽车市场的品牌形象和解决影响其品牌形象的问题。此外,该报告最大的思虑是市场细分、客户需求、竞争对手、保持服务客户愉悦以及创造力和创新,使这些成为解决影响公司的服务或恢复的方法。
 
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.(责任编辑:cxj)


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