Hybrid cars are increasingly becoming popular in the United States and many other European nations. In this project, the researcher was interested in investigating the consumer decision-making process when planning to buy hybrid cars. The researcher was interested in specific factors that make them buy this product, and the decision making process. To get this information, the researcher collected both primary and secondary sources of data. The primary data gathered from the interviews were supported by the secondary data sources.
The Concept of Consumer Behavior
Consumer behavior refers to the study of the processes used by individuals, groups or organizations in selecting, securing, using, and disposing of products. It is a complex psychological process that may take time before a final decision is made. Consumer behavior as a field of study is widely used in various disciplines such as sociology, psychology, anthropology, economics and marketing (Jacoby, 2006).
As a marketer, it is very important to understand the specific activities that go on in the mind of a consumer when they are planning to make a purchase of a given product (Bargh, 2013). A firm should know if the customer is driven by price, quality, peer pressure, or any other factor that makes it necessary to purchase a given product.
Understanding the activities going on in the mind of a consumer makes it possible for a firm to come up with a concept of a product specifically meant to offer value to the customer based on his priorities. According to Schneider, Krieger and Bayraktar (2011), there are five steps involved in consumer decision making process when planning to purchase an item.
Step 1: Need recognition
The first stage as identified by the respondents was the need recognition. The consumer will need to identify the specific needs that should to be met based on internal or external environmental forces. Using Freud’s Cognitive Theory may help in understanding how consumers identify this need every time they want to purchase a given product. This theory explains how people make decisions based on internal and external influencers (Mitchell, Balabanis, Schlegelmilch, & Cornwell, 2009).
The socio-cultural forces, family issues, role and status within a family or society, economic situations, and occupation of an individual are some of the major external influencers that define their needs. Issues such as age, personal factors, lifestyle, and self-concepts are internal influencers are other major determinants.
According to Lewis (2011), as a marketer, it is always very important to determine the forces that have stronger influence when it comes to defining the needs of a consumer. Internal forces are sometimes influenced by basic needs. For instance, one may identify a need to buy a new hybrid car because he or she has to replace the older ones. It is important to note that the need will influence the entire decision making process.
Step 2: Information search
After defining the need, the next task is to search for information about the product. According to Baumeister (2014), sometimes information search may be a complex process, especially when one is making a close comparison between two or more products. At this stage, consumer will gather all relevant information about the product of interest.
For instance, in this case of purchasing a new hybrid car, information about the speed, comfort offered by the product, and security are some of the critical components of information that one would be looking for at this stage. The consumer may try to compare the performance of the old car with that of the new car that he intends to buy.
According to MacInnis and Folkes (2010), whenever one plans to buy a new item, the expectation is that it should outperform the currently used item. In this case, the information search will basically involve looking for superior qualities that the hybrid car has to offer as compared to the cars powered by the fossil fuel. This information can be gathered from peers by listening to their experience. One can also get it by trying different cars to determine their performance. After getting this information, one can move to the next step
Step 3: Alternative evaluation
According to Brinkmann (2004), many consumers always make alternative evaluation, especially when buying highly involving products such as cars. One would always make alternative evaluations to determine if he or she can get a better alternative product from the one that has been identified through the process mentioned above. One may need to visit more shops and test various other alternative products in the market to compare the value they offer.
According to Schneider, Krieger and Bayraktar (2011), issues such as a sense of class and price of a product are very important when one is making an evaluation of the alternative choices. For a highly involving product such as a car, issues to do with speed, the design, and experience that one gets while using it a very important during alternative evaluation process.
One of the main issues that many people have raised about hybrid cars is their power while on the road (MacInnis & Folkes, 2010). Consumers believe that cars powered by fossil fuel are much more powerful and faster on the road than those powered by renewable energy.
Step 4: Purchase decision
The fourth and very important stage is the purchase decision. According to MacInnis and Folkes (2010), decision making process of an individual going to buy a car is very different from another who is going to the shop to buy a new clothe. It may not be easy to precisely determine the reason why a consumer is choosing a given option of product over other alternatives found in the market. Every person has very unique priorities and this directly influence the decision making process.
Press and Arnould (2011) note that the most important thing as a marketer is to understand all the possible influencers and how each can be manipulated to make an individual to purchase a given product. For instance, when an individual is motivated by peer pressure, their buying decision can easily be influenced the moment they step into the shop.
What a firm will need to do is to convince the customer that other products exist that will outperform those that are already in the market. Given that their desire is to match or even outperform their peers, they will be quick to change any form of decision they had made earlier about the product they will purchase. In this case of buying a hybrid car, a number of factors can influence the decision of the buyer. The first factor can be the performance of the car on the road.
If a car offers superior performance service compared with all other alternatives that were tested, then chances are high that it may be preferred. Issues of comfort and safety are also important. When consumers are making purchase decisions, some of the major factors that influence them are the performance of the product, price, and the image that the product will offer them. All these factors combined are very critical at this stage because they are the reasons why one would end up with a given product.
Step 5: Post purchase behavior
The last stage of this process is the post purchase behavior. This is when the purchase has been made and one has already started using a given product. According to Rossiter (2009), at this stage, the consumer will evaluate the performance given by the product purchased and compare it closely with the options that were left. In case the performance exceeds the expectations of the customers, they will be thrilled and are likely to advise others to buy such a car.
They will be evangelists to the firm. When the performance meets their expectations, they will be satisfied. They may recommend the car to their friends if their suggestions are sought for. In case their expectations are not met, then the client will be dissatisfied. If this happens, customers will always make a point never to buy such a product again. They will also advise their friends to avoid such products because of the poor value it offers.
Conceptual Review and Context of Sustainable Consumption Issue
After understanding the consumer decision-making process that may make one to choose a given hybrid car, it is important to investigate other factors of conviction that may make them believe that the decision made was the correct. In this section, the focus was laid on the concept of sustainable consumption given that the product purchased was environmentally friendly.
Sustainable consumption refers to the effective use of various resources in a way that maximizes their utility and minimizes wastes and pollution. Hybrid cars are known to be friendly to the environment in terms of emission of greenhouse gases. These cars do not use the fossil fuel that is known to pollute the environment.
However, they are very efficient in terms of delivering superior value to their users. It was for this reason that the researcher developed interests in determining the factors that can motivate one to buy hybrid cars. The following are some of the important sustainable consumption issues that may influence one to buy a hybrid car.
Wise use of resources
The society is getting interested in promoting wise use of resources. Environment conservation agencies have been demanding for reduction of greenhouse gases emission into the atmosphere by the leading economies in the world. Cars are some of the leading emitters of greenhouse gases into the atmosphere in this country.
One may be interested in minimizing waste and reducing environmental pollution by buying a hybrid car. Replacing the fuel-guzzlers with a fuel efficient one would help in minimizing waste of resources and reduce emission of carbon into the air.
Use of renewable resources
The need to use renewable sources of energy is increasingly becoming popular in the United States. From companies to homes and institutions such as schools and hospitals, people are becoming more interested in the renewable energy because of a number of factors. First, these renewable sources of energy promote sustainable development. They do not expose the future generation to environmental threats.
These sources of energy are clean and relatively cheap compared to fossil fuel. One may chose to buy the hybrid car because of its capacity to use renewable sources of energy. The car can use fossil fuel, bio fuel and solar energy. Its ability to use solar energy means that sometimes the car may cost nothing to drive it to work and back. It is also very friendly to the environment compared to other cars driven by fossil fuel.
Full product lifecycles
Sustainable consumption emphasizes on the full product lifecycle as opposed to cases where products are disposed before the end of their lifecycle. It promotes staying with a product for longer periods. The use of clean energy protects the engines and body of cars. When one maintains a hybrid car in a good condition, it can stay for a very long time.
The only major thing that must be maintained is regular servicing of the car’s engine and body. According to one of the respondents, he intends to keep the car for a very long time. This will not only reduce expenses to the family, but it will also reduce the burden on the environment in terms of managing wastes.
Intra-generational equity
The concept of sustainable consumption seeks to promote protection of the resources for the future generation. There should be an intergenerational and intra-generational equity when consuming environmental resources. One may be keen on leaving a clean environment that is sustainable to their future generations. By using the hybrid car, they would save financial resources and the environment for the next generation.
Summary of Depth Interviews and Methodology
Depth interview methodology
The researcher prepared a simple questionnaire that was used in gathering data from the informants. Ten informants were identified to take part in this research. The interviewer identified the respondents who were residing within the neighborhood. They were informed about the interview one week earlier.
On the day of the interview, the researcher went to their respective homes and conducted a face-to-face interview. Most of the questions used in the interview were unstructured. This was necessary to ensure that the respondents explained their answers instead of giving yes or no responses. The interviews were recorded through videotaping.
Demographic and background of depth interview informants
Analysis and Discussion
This research provided critical information of the decision-making process when one is planning to buy an involving product such as a car. The decision-making process of buying a bread may not be as involving as the decision making process of buying a car. From the research made, it was evident that environmental factors are becoming major influencers when people are making buying decisions.
The society has come to appreciate that it is now necessary to utilize resources effectively and reduce pollution as a way of protecting the environment for the next generations. In fact, almost all the respondents stated that this is now a trend that is becoming very popular in our society today. Driving a hybrid car is seen to be trendy as opposed to driving fuel guzzlers. Car manufacturers should be aware of this new trend and respond to it appropriately.
Learning experience
This project has provided the researcher with rich sources of information about the consumer behavior and sustainable consumption. It is now clear to the researcher that consumer behavior is now influenced by the concept of sustainable consumption. People have realized that when purchasing any product, one of the most important factors that they have to consider is the need to protect the environment for the present and future generations.
References
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