Consumer behaviour report Essay Example | Topics and Well Written Essays - 2500 words

Consumer behaviour report - Essay Example Table of Contents Executive Summary 2 List of Figures and Tables 4 Introduction 5 Problem Statement 5 Research Background 5 Research Limitations 7 Literature Review 8 Theory of Planned behaviour 8 Automobile Industry 8 Key Insights 11 Research Methodology 12 Research Design 12 Research Methods 12 Data Collection 12 Primary Research 13 Secondary Research 14 Findings and Analysis 15 Findings 15 Primary Research 15 Secondary Research 19 Proposed Marketing Strategies 21 Conclusion 25 Reference 26 Appendix 1 Questionnaire 28 List of Figures and Tables Figure 1 Theory of Planned Behaviour 8 Figure 2 Age 15 Figure 3 Gender 16 Figure 4 Source of Information 16 Figure 5 Factors influencing buying decision 17 Figure 6 Preference of Hybrid car 18 Figure 7 Reasons of hybrid car selection 18 Table 1 Secondary Desk Research 14 Introduction Problem Statement To understand the factors affecting consumer behaviour and consumer decision making process for the hybrid car products. Research Background A utomobile market is flooded with various choices of models to cater needs of consumers of different categories. There are many companies like Toyota, Ford, GM, Honda, Suzuki and others operating in the global market place and serving varying needs of consumers and markets. ... Ford is a well established brand name in the premium segment. The trend of manufacturing of environment friendly hybrid cars which reduces the level of pollution resulted from the traditional cars and engines have increased. Increasing awareness created demand for such environmental friendly products. Toyota has launched maximum number of successful variants in this category. At the same time other companies are following Toyota to gain from this growing segment by developing their own hybrid products. Lesser carbon di-oxide emission and higher environmental friendly nature increases the social acceptance of such cars. However there are technical limitations of these cars where researches are continued. The main hybrid variants available in the market place are the Toyota Prius, Honda Insight, and the Honda Civic Hybrids. Research Aims Research aim is to study consumer behaviour of the prospective automobile buyers for the hybrid cars in the Australian automobile sector. Research obj ectives: To understand the factors that affects the consumer decision making process To explore the marketing mix strategies adopted by the marketers in the marketing of different hybrid cars. Research Rationale This research helped in studying various aspects of the consumer behaviour for the hybrid car segment and developing a better strategic approach for the marketing of these products. Research Limitations Time, resource and location based restrictions are the primary set of limitations. Within the scope of study, researcher tried to fulfil the research aim and objectives. This study can be furthered for in-depth study on deep analysis of the focus of companies in hybrid car segment and capturing changing trends in