Camry Mobil Hybrid Terbaik Indonesia An area that is related to a consumer’s choice of car is the choice of fuel. Four thousand Swedish drivers were surveyed on their level of eco-sensitivity and the type of vehicle fuel they used (Jansson, Marell & Norlund 2009). As expected, most were not sensitive to environmental issues and did not adopt less polluting fuels. What is surprising is that consumers who reported the most sensitivity to environmental issues also reported driving the least, instead preferring public transportation. Unfortunately, Jansson et al.’s study did not report if this group was also more likely to adopt “green-cars”. Neither did Jansson’s study measure the in- or extrinsic motivating factors behind adoption. While the study reported a correlation between adoption of cleaner-fuels and level of eco-sensitivity, the results are only descriptive in nature, offering little insight into why people choose more ecologically sound products. Our study tests if motivations (in- or extrinsic) play a role in the way consumers select cars for purchase and attempts to identify the type of motivations that operate in the choice of (non) environmentally friendly cars. At this juncture of the discussion of the extant literature, it is appropriate to cover the way consumers make decisions.
For many consumers, choosing an automobile is often a complicated and high-involvement process. Camry Mobil Hybrid Terbaik Indonesia Although cars are regularly used products, they are also rarely bought products. Additionally, an automobile is expensive, there is a large selection and the consequences of not choosing well typically lasts a long period of time and may cost a lot to rectify.
Camry Mobil Hybrid Terbaik Indonesia Consumers enter into the process of actively evaluating automobiles for purchase when they experience a strong desire or need for a car (Dholakia 2001; Frey & Jegen 2001; Villacorta, Koestner & Lekes 2003). Coupled with the ability and desire to buy, the consumer is said to be “in the market” for a new car. This means that the consumer is saving money or has access to funds for purchase, and they have strong intentions to complete the purchase in the near future. We have adopted this definition of ‘in the market’ for purchase to select the sample for our research.
To help them arrive at a final choice, many consumers will weigh and evaluate different factors. While the factors that are evaluated and their importance are expected to differ for individual consumers, as a group, they are expected to take into consideration some common elements. These can include cost, practicality/performance, aesthetics, the ‘lifestyle/image’ associated with some makes/models, social influence and the car’s environmental credentials like fuel economy/emissions (Griskevicius et al. 2010).
Camry Mobil Hybrid Terbaik Indonesia Consumers use weighting of these factors under consideration as a form of shorthand to make their decision making process easier. They use the degree of importance of the vehicles’ elements or groups of elements that form factors to help them reduce the items that are being considered. These weights can be seen to form key consideration sets and are likely to finally be used to establish “purchase parameters”. These purchase parameters tend to form the final decision-making or –breaking standards for purchase.
In the evaluation process, the consumer seeks vehicles that best address the decision-parameters that they have established. A popular method for portraying this process is as a trade-off between different factors and dimensions.
If this trade-off process is driven by underlying intrinsic or extrinsic reasons, then it is likely that these reasons will manifest themselves in the factors or dimensions that are used by consumers to evaluate vehicles for purchase. These dimensions are sometimes called consumer consideration-sets. In this sense, a person who is buying a car to “show-off” may consider very use very different consideration-sets to those used by a consumer who is intrinsically motivated and buys a hybrid vehicle because they wish to save the environment. This kind of decision making mechanism affords researchers the opportunity to study the factors that enter into consideration for the purchase of cars. It may even be possible to compare the choice sets used for the purchase of different models or types of cars (e.g. conventional vehicles vs. petrol-electric hybrid cars).
At this point, it is useful to introduce the possible dimensions and constructs that consumers may use for choosing between different automobiles. Product performance/function includes evaluations of how the product is likely to perform (Lavidge & Steiner 1961). Utility is a common measure product performance. The consumer can evaluate performance first hand by test-driving the car or may obtain it second-hand through the media or through word-of-mouth. Product grade is closely related to performance and is the product’s perceived quality and attributes (Lavidge & Steiner 1961; O’Brien 1971). Buyers may believe that hybrids produce lower emissions, making it a better quality automobile. Typically, product quality is negatively associated with product price. Camry Mobil Hybrid Terbaik Indonesia
The cost of a car includes its purchase price and running costs. In Australia, a Prius costs $16,000 more than a Corolla, which is a comparable car (Toyota Australia 2010). Running costs for hybrids are also generally higher. Is this price premium a consideration for hybrid buyers? The cost of a car has been found to be positively associated with its perceived image (Heffner, Kurani & Turrentine 2005, 2007). For example, expensive cars are perceived to be prestigious and luxurious. Indirectly, this prestige is transferred to its driver. Similarly, Prius drivers may derive benefits from the “green” image associated with hybrid vehicles.