This research seeks to give a synopsis on young Chinese consumers’ car purchase behavior. The outcomes reveal that car purchasing decision is a vital decision for the majority of Chinese. Consumers get information from different channels. The outcomes of this research also tells us that Chinese consumers take “safety” as the most critical characteristic and take “value for money” as the 2nd most significant and “riding comfort” as the 3rd vital characteristic. Chinese consumers take “after-sale maintenance” and “exterior design/size” as the 4th most essential factors when making the purchase decision. For “exterior design/size”, it indicates that Chinese people are status-seeking and Chinese people prefer to pick a bigger car with a good appearance (Mian Zi Che) to show their good social status and wish to get respects from others. Chinese consumers put the least importance on resale value that is because used car market is not well developed in China…
Contents
1. INTRODUCTION
1.1. BACKGROUND
1.2. RESEARCH QUESTIONS
1.3. RESEARCH PURPOSE
2. SCIENTIFIC IDEAL AND PARADIGM
2.1. CHOICE OF STUDY
2.2. PERSPECTIVE
2.3. THEORETICAL AND PRACTICAL PRECONCEPTIONS
2.4. SCIENTIFIC APPROACH
2.5. RESEARCH APPROACH
2.6. THE CREDIBILITY OF RESEARCH FINDINGS
2.6.1. Reliability
2.6.2. Validity
2.6.3. Generalisability
3. RESEARCH METHODOLOGY
3.1. RESEARCH DESIGN
3.2. DATA RESOURCE
3.3. QUESTIONNAIRE DESIGN
3.4. SAMPLING METHODS
3.5. PRE-TEST & PERFORMED WORK
4. THOERITICAL FRAMEWORK
4.1. CONSUMER DECISION PROCESS
4.2. INTERNET MARKETING AND CONSUMER DECISION PROCESS
4.3. UNDERSTANDING THE CONSUMER BUYING PROCESS
4.3.1. Kolter’s Model of Buying Behavior
4.3.2. Classification of Product-related Attributes
4.3.3. Two Basic Mechanisms about Social Process
4.4. PROPOSED MODEL FOR THE CURRENT STUD
5. INTRODUCTION TO CHINA’S AUTOMOBILE MARKET
5.1. OVERVIEW OF CHINA’S PASSENGER CARS MARKET IN 2007
5.2. THE PAST AND THE FUTURE OF CHINA’S PASSENGER CARS MARKET
5.3. CHINESE GOVERNMENT’S POLICIES TOWARDS CAR INDUSTRY AND INDUSTRIAL STRUCTURE
5.4. BEIJING’S PASSENGER CARS MARKET
6. EMPIRICAL FINDINGS AND DATA ANALYSIS
IN THIS CHAPTER, IT INCLUDES THREE PARTS: THE FIRST PART MAINLY INTRODUCES THE DEMOGRAPHIC
INFORMATION OF RESPONDENTS, INCLUDING GENDER, AGE, INCOME AND EDUCATION AND THE FIRST PART ALSO
INTRODUCES THE TYPE OF EMPLOYMENT OF ALL RESPONDENTS; THE SECOND PART OF THIS CHAPTER MAINLY
INTRODUCES THE CAR OWNERSHIP, THE PURPOSE OF PURCHASING THE CAR AND THE PURCHASING PRICE OF THE
CAR; THE THIRD PART OF THIS CHAPTER INTRODUCES INFORMATION SOURCE AND THE IMPORTANCE OF THE CAR
PURCHASE DECISION. IN THE EMPIRICAL PART, WE REPORT THE FOLLOWING STATISTICS. PLEASE KINDLY SEE
OUR EXPLANATION AND SOME EXAMPLES IN TABLE 6.1.1
6.1. PROFILE OF RESPONDENTS
6.2. CAR OWNERSHIP
6.3. INFORMATION SOURCE AND THE IMPORTANCE OF CAR PURCHASE DECISION
6.4. SATISFACTION OF CURRENT CAR
6.5. CAR PURCHASE CRITERIA AND IMPORTANCE OF EACH ATTRIBUTE…
Source: Umea University
Download URL 2: Visit Now