Questions On Buying A Car - 1519 Words

I. Context and Problem/Opportunity (100 words) Buying a car is a high-involvement purchase as you can be faced was a large selection of choices. When figuring out which car to buy, consumers consult the advice of family and friends. However, according to a vehicle customer survey from Maritz Research, the most important information that is also the most influential in the buying decision tends to come from an individual that has a lot of knowledge on the product, such as a cars salesperson at the dealership. Considering the complex nature of this decision, reference groups play a large role. A reference group is ‘an actual or imaginary individual or group conceived of having significant relevance upon an individual or group’s aspirations†¦show more content†¦When purchasing a car an individual can be influenced all three ways as they seek to make an informed decision, seek for approval and seek to conform to a significant group. There are also two types of social influences, normative and informative, that can affect a consumer’s purchase decision. A normative influence is the desire to conform to the expectations of another. An informative influence is to accept and trust information obtained as reality. (Bishop Myers 1974). According to Lam Meyers 1978, normative and informative influences are both relevant when purchasing a car as an individuals opinions can be influenced by group discussion. It is evident that normative social influences have a greater influence on groups as this is when an individual believes that conforming may have positive consequences and not conforming may have negative consequences. Whereas, informational social influences is often when we care about getting the right answer and trying to be rational. Both normative and informative influences affect the consumer purchase decision of purchasing a car. Purchasing a new car is considered a luxury purchase, making it a highly influenced decision by reference groups on the product choice and the brand selected. As purchasing a car is a high-involvement purchase, normative and informative influencesShow MoreRelatedHow to Buy a Car Essay1016 Words   |  5 PagesBuy a Car Stephanie Gallion ENG 080 Looking for a new car? Well here are ten easy steps to finding the car that best suits you and your needs. First step, â€Å"What kind of car do you need?† Instead of worrying about what you are wanting, worry about what you are needing. What are you going to use the car for? How many seats do you want to fill? Do you care about gas mileage? What kind of driving do you do the most? How far do you drive every day? Usually people, when buying a new car, onlyRead MoreChoosing the Perfect Car Essay example914 Words   |  4 Pagesquarters on a new car. Buying a new car is one of the most important decisions you will make in your life. 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