Consumer motivations regarding non-ownership decisions in the automotive industry
Summary :
Table of Contents
- Introduction.
- Deconstruction.
- Demographics.
- Segmentation.
- Maintenance.
- Variety.
- Gratification.
- Social approval.
- Conclusion.
Abstract
In the analysis of non-ownership decisions in the automotive industry "non-ownership" must first be defined. non- ownership is simply referring to a leasing type of contract, this type of a contract allows for consumption without ownership. Traditional purchase, cash or financing, the consumer holds the title to the vehicle, while in a leasing contract the automobile manufacturer holds the title. Therefore the leasing contract is "non-ownership"; this comes with many benefits that motivate customers to make this decision; but not all customers are motivated by the same reason. The two general types of motivations are utilitarian, tangible or financial motives, and hedonic, the pleasure motives, (Trocchia, Beatty, and Hill 2006 p306). Based on these types of motivations customers choose their contract type and the responsibilities that surround it.
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