Consumer Decision Making-Process for Hybrid Car

In the US and several other European countries, hybrid vehicles are gaining popularity. The researcher’s goal in this investigation was to look into how consumers decide whether to purchase hybrid vehicles. The decision-making process and specific motivators for purchasing this product were of interest to the researcher. The researcher gathered data from primary and secondary sources in order to obtain this information. The secondary data sources used to support the original data from the interviews.

We are going to provide a unique report on the consumer decision-making process for hybrid cars only for you.

The Consumer Behavior Concept

Consumer behavior is the study of how people choose, acquire, use, and discard things. It can apply to either individuals, groups, or organizations. Before a decision is made, there may be a lengthy psychological process. Numerous academic fields, including sociology, psychology, anthropology, economics, and marketing, heavily utilize the study of consumer behavior (Jacoby, 2006).

It is feasible for a business to develop a concept for a product that is especially intended to deliver value to the customer based on his priorities by having an understanding of the processes taking place in his thinking as a consumer.

Step 1:  Recognition

The need’s realization was the initial stage, according to the respondents. The consumer will have to decide which unique requirements, based on internal or external environmental influences, should be addressed. Understanding how consumers identify this requirement each time they wish to buy a specific product may be made easier with the aid of Freud’s Cognitive Theory. According to this view, people base their decisions on both internal and external influences.

Some of the key external factors that shape an individual’s demands are sociocultural forces, familial concerns, role and status within a family or society, economic circumstances, and occupation. Other significant drivers are age, individual characteristics, way of life, and self-concepts.

Step 2: Lookup of information

The next step is to look for information on the product after determining the need. When comparing closely two or more products, information search can occasionally be a difficult procedure. The consumer will now compile all pertinent information regarding the desired product.

For instance, information on the product’s comfort levels, speed, and security are some of the crucial pieces of information that one would be seeking for at this point if they were buying a new hybrid car. The buyer may attempt to compare the performance of his current vehicle with that of the new vehicle he plans to purchase.

Step 3:  A different evaluation

To see if a better alternative product can be obtained from the one that has been identified through the procedure described above, one would always do alternative evaluations. To compare the value each alternative product offers, one might need to check out more stores and try out a variety of other competing products.

Schneider, Krieger, and Bayraktar (2011) assert that factors like a product’s pricing and sense of class are crucial when comparing one option to another. Issues relating to speed, design, and user experience are crucial during the alternative evaluation process for a highly involved product like a car.

Step 4: Choosing to buy

The buying decision is the fourth and most crucial stage. The decision-making process of a person going to buy a car is quite different from that of a person going to the store to buy new clothes. It could be challenging to pinpoint precisely why a buyer chooses a particular product option over competing options available on the market. Every person has extremely distinct priorities, which have a direct impact on how they make decisions.

A company will need to persuade the customer that there are other items out there that will perform better than those that are currently available. They will be fast to reverse any type of earlier decisions they had made regarding the thing they would buy, since they want to perform as well as or better than their peers. A lot of things can affect the buyer’s choice in this hybrid car purchase instance. The car’s performance on the road may be the first consideration.

The likelihood that an automobile will be chosen is high if it has superior performance compared to all other alternatives that were tested. Safety and comfort concerns are also significant. The functionality of the goods, the pricing, and the perception that the product will give consumers are some of the key variables that affect their decision to buy. Because they are the reasons why one would end up with a particular product, all of these aspects taken together are crucial at this point.

Step 5: Following a purchase

The post-purchase behavior is the final phase of this process. This is when a person has already purchased a product and begun using it.

They will serve as the company’s evangelists. They will be happy if the performance lives up to their expectations. If their opinions are sought after, they might propose the car to their friends. The client will be unsatisfied if their expectations are not met. Customers will always make it a point to never purchase such a product again if this happens. Because of the subpar value offered by such products, they will also urge their friends to stay away from them.

Conceptual Analysis and the Issue of Sustainable Consumption

After gaining a grasp of the consumer decision-making process that may lead a person to select a certain hybrid vehicle, it is crucial to look into further aspects of conviction that may lead a person to believe that the choice made was the right one. Given that the product was purchased in this department, the emphasis was placed on the idea of sustainable consumption.

Sustainable consumption involves using resources efficiently in a way that optimizes their usefulness while minimizing waste and pollution. In terms of greenhouse gas emissions, hybrid vehicles are renowned for being environmentally benign. These vehicles don’t burn the known-to-pollute-the-environment fossil fuel.

However, they are incredibly effective at giving their users greater value. This is why the researcher became interested in figuring out what can inspire people to purchase hybrid vehicles. The following are a few significant sustainable consumption concerns that might persuade someone to purchase a hybrid vehicle.

The society is beginning to take an interest in encouraging resource efficiency. Environmental organizations have called on the world’s top economies to cut back on their emissions of greenhouse gases into the environment. One of the main sources of greenhouse gases entering the environment in this nation is automobiles.

By purchasing a hybrid vehicle, one may be interested in decreasing waste and lowering environmental pollution. Fuel-guzzlers should be replaced with fuel-efficient vehicles to help minimize resource waste and lower carbon emissions into the atmosphere.

Using sustainable resources

Utilizing renewable energy sources is something that Americans are becoming more and more aware of. There are several reasons why people are becoming more interested in renewable energy, from businesses to residences to establishments like hospitals and schools. First, these renewable energy sources support sustainable growth. Future generations are not subjected to environmental dangers.

Compared to fossil fuels, these energy sources are comparatively affordable and clean. The hybrid car’s ability to use renewable sources of energy may influence a person’s decision to purchase one. The vehicle may run on fossil fuels, biofuels, or solar power. Due to its solar energy capability, driving the automobile to and from work occasionally may not cost anything. Comparatively speaking to other fossil fuel-powered vehicles, it is also quite environmentally benign.

A whole product lifetime

In contrast to situations where things are disposed of before the end of their existence, sustainable consumption places an emphasis on the entire product lifecycle. It encourages using a product for longer lengths of time. The engines and bodies of cars are safeguarded by the usage of renewable energy. A hybrid car can last a very long period if it is kept in good shape.

Regular maintenance of the car’s body and engine is the only significant item that needs to be done. He plans to keep the car for a very long period, according to one of the respondents. In addition to cutting costs for the household, this will lessen the environmental impact of trash management.