1. Case/Assignment: Automobile Industry
Team Members : Sruthi Sivakumar Sriya
Sam Issac
Tushar Sharma
Rishab Thakur
Nazim Ul Khan
Introduction to Marketing Management
MBA 2023-25 – Term 1
Assignment Submission
2. Influence of Consumer Characteristics on Buying
Behavior in the Automobile Industry
Demographics: Age, gender, income,
education, and marital status impact vehicle
preferences.
Lifestyle and Psychographics : Consumer
interests, values, and lifestyles guide vehicle
choices.
Social Status and Image: Consumers select
vehicles aligning with desired social image.
Personality Traits : Personalities shape
preferences for vehicle features and styles.
3. Perceived Value : Quality, features, and price
influence perceived value.
Attitudes Toward Risk : Risk-tolerant
consumers opt for adventurous or high-
performance vehicles.
Cultural and Subcultural Influences : Cultural
background impacts preferences for brands and
models.
Innovativeness : Willingness to adopt new
technologies impacts choices.
4. Psychological Processes Influencing Consumer
Responses in the Automobile Marketing Program
Perception: How consumers interpret and
make sense of marketing stimuli.
Motivation: Internal drives and needs that
push consumers to engage with marketing.
Attitude Formation and Change:
Developing opinions about brands and
products through exposure to marketing.
Learning and Memory: Acquiring
information about vehicles and retaining it
for future decisions.
Emotion and Decision-making:
Emotional responses influencing choices
beyond rational evaluation.
5. Consumer Purchasing Decisions in the Automobile
Industry
Steps in Consumer Purchasing Decisions
Need Recognition: Consumers identify a need for a new
vehicle based on factors like lifestyle changes, outdated
model, or desire for an upgrade.
Information Search: Consumers research options
through online sources, reviews, dealership visits, and
recommendations from peers.
Evaluation of Alternatives: Consumers compare
different vehicle options based on attributes like price,
features, safety, and fuel efficiency.
Purchase Decision: Consumers choose the preferred
vehicle model, brand,, and dealership.
6. • Price and Value Perception
• Brand Reputation and Trust
• Product Features and Performance
• Personal Preferences and Lifestyle
• Social Influences
Factors Influencing Purchase Decisions
Post-Purchase Evaluation
• Satisfaction Assessment
• Brand Loyalty and Advocacy
• Cognitive Dissonance
7. Emotional Attachments: Consumers form emotional
connections to brands or models, impacting decisions
regardless of rational considerations.
Confirmation Bias: Consumers seek information that
confirms their existing beliefs, ignoring contrary facts.
Social Influence:
Social Proof: Consumers make decisions based on
others' choices to avoid uncertainty.
Brand Loyalty: Strong loyalty can lead consumers to
choose a brand despite better rational options.
Factors Leading to Non-Rational Consumer
Decision-Making in the Automobile Industry
