Customer Behaviour And Luxury Car Essay

998 words - 4 pages

Consumer behaviour is extremely complex ever changing matter that is based on many aspects such as culture, social class, life style, gender, locations and many other things. Either purchasing for a need or a want. Motives for purchasing or owning something is different. Automotive industry for instance, individuals can buy car because it will save them time, effort to go to work. Others can buy a car while already having another one for the “fun, joy” of having it.

Information process model points out the consumer as a an individual that is capable of reflecting the capability for correct and valid reasoning who find a solution to concerns or problems to make purchasing decisions ...view middle of the document...

“ information availability and the use of this information by consumers has so profoundly affected consumer purchasing behaviour” (Clemons, 2008: 14).

While viewing the purchasing process model (Baines, P., Fill, C. & Page, K, 2011) in terms of

Motive Development: Where supposedly there is a problem that needs solving by buying such product. I can see from where I live in (Kuwait) the social class and lifestyle & social grade totally effects the decision making of cars. Individuals from certain families must have luxury cars. Actually Arabs compete with each other on how has a higher, more luxurious life style. On a personal note, I have never seen such luxurious cars in Canada, USA or Europe as much as I have seen them in Kuwait, Saudi Arabia & Dubai! Social aspects would be a motive for such “Car”

Proposition evaluation: This is where consumers evaluate the proposition (Baines, P., Fill, C. & Page, K, 2011: 85). When it comes to luxury cars, the “irrational” evaluation of the proposition will be more dominant, since the “luxury” car is really not a need as much as it is something that “should” bring more happiness. So it is closer to a desire, if the motive is “hey look at me”
and that is what will give that person the satisfaction/happiness or what he desires. Then the decision will be totally irrational, probably would be based on what the other people think of that car rather than what do I think of that car. On the other hand there might be other motives that could involve rational evaluation when it comes to buying luxury cars, but I believe they are limited. Maybe it really comes back to identifying what is a luxury car. A 330 sport gear BMW in Canada was considered a luxury car, in Kuwait it is “a car”. This is where culture effects the value of the product.

Acquisition/ purchase: Definitely infrequent.

Re-evaluation: If the purchase would not fit our circumstances by any reason, probably one would feel guilty. When it comes to a luxury car and that...

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