How Different Are Car Buyers?
http://greatsmallbusinessideas.com/articles/30291/1/How-Different-Are-Car-Buyers/Page1.html
Alex Firr
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Published on 8/03/2010
Not counting body style and trim variations, there are over 150 different car and light truck models to choose from during any given model year Once the models of interest have been chosen, one still has to think of engines, options, colours
Not counting body style and trim variations, there are over 150 different car and light truck models to choose from during any given model year. Once the models of interest have been chosen, one still has to think of engines, options, colours.
Through the miracle of modern advertising, which has built on our almost instinctive love of cars, we now associate specific cars with various 'lifestyles'. In this way, cars are an extension of who a person is, as well as complementing his or her way of life and personality. Then there are related areas where the automobile world crosses over into our psyches, like the perennial association of the machine with sexuality and sex appeal, as witnessed by the unending and blatant sexism found in so much automobile and truck advertising. With all of these very personal factors coming into play, it's pretty hard to avoid getting emotional about a car purchase.
Just about every one of us has, at one time or another, referred to some automobile or another as our 'dream car’. Perhaps we've walked into a showroom or been to a car show, seen a gleaming coupe with leather bucket seats or a wood-panelled station wagon, and have felt our heart beat a little faster. You can bet it isn't easy to go out and buy a new car or truck when one is entering the selling fray with such deep feelings—and this is something no consumer should ignore, because the manufacturers and dealers certainly do everything they can to play on our emotional weaknesses. A mushy heart will be much more inclined to spend money freely—even if doing so isn't a good idea.
That's the way it is. Several studies have shown, and the automobile marketers really do know this well, that the purely unemotional, practical car buyers are a minority.
About 30 per cent of car buyers are in a love affair with their cars, but it's typically a quick fling. These people trade often and switch models frequently. The main evaluation criterion here is style; the car is regarded as a reflection of lifestyle and must therefore give the impression of being personalized and unique.
Some 18 per cent of car buyers arc very sensible. These people want good value and reliability above everything else. Style and roadability take a back seat to more practical considerations. Buyers in this category trade cars when it's financially expedient—when they make a good deal and they're in a position to do so, or when the old car is becoming a financial burden.
About 13 per cent of car buyers look for technological content; they want to drive a vehicle that is at the cutting edge of automotive design. Engineering rather than aesthetics plays the major role in choosing a new model. These consumers are especially demanding.
Approximately 12 per cent of people put the greatest emphasis on the driving experience itself. They're quite knowledgeable about all matters mechanical and automotive and drive their cars very hard. They may choose a two-seater or something equally on the sporty side—and they'll pay top dollar for their cars. The biggest consideration for people in this bracket is performance.
Another 12 per cent of car buyers want the luxury and comfort of a "full-sized" sedan. They want interiors as plush as their living-rooms and they couldn't care less about either the price or the gasoline consumption. They usually stick to the same make—the one they idealized as a kid.
About 10 per cent of buyers go for whatever is new and unusual in a car; they want to be the first on the block to own the latest model. They read about and study each new model and visit showrooms during introductions. They're not loyal to any one model or maker and their trading is limited only by their budget.
Only 5 per cent of buyers treat cars as transportation appliances and nothing more. These highly-educated types don't get emotional about a car.
Through the miracle of modern advertising, which has built on our almost instinctive love of cars, we now associate specific cars with various 'lifestyles'. In this way, cars are an extension of who a person is, as well as complementing his or her way of life and personality. Then there are related areas where the automobile world crosses over into our psyches, like the perennial association of the machine with sexuality and sex appeal, as witnessed by the unending and blatant sexism found in so much automobile and truck advertising. With all of these very personal factors coming into play, it's pretty hard to avoid getting emotional about a car purchase.
Just about every one of us has, at one time or another, referred to some automobile or another as our 'dream car’. Perhaps we've walked into a showroom or been to a car show, seen a gleaming coupe with leather bucket seats or a wood-panelled station wagon, and have felt our heart beat a little faster. You can bet it isn't easy to go out and buy a new car or truck when one is entering the selling fray with such deep feelings—and this is something no consumer should ignore, because the manufacturers and dealers certainly do everything they can to play on our emotional weaknesses. A mushy heart will be much more inclined to spend money freely—even if doing so isn't a good idea.
That's the way it is. Several studies have shown, and the automobile marketers really do know this well, that the purely unemotional, practical car buyers are a minority.
About 30 per cent of car buyers are in a love affair with their cars, but it's typically a quick fling. These people trade often and switch models frequently. The main evaluation criterion here is style; the car is regarded as a reflection of lifestyle and must therefore give the impression of being personalized and unique.
Some 18 per cent of car buyers arc very sensible. These people want good value and reliability above everything else. Style and roadability take a back seat to more practical considerations. Buyers in this category trade cars when it's financially expedient—when they make a good deal and they're in a position to do so, or when the old car is becoming a financial burden.
About 13 per cent of car buyers look for technological content; they want to drive a vehicle that is at the cutting edge of automotive design. Engineering rather than aesthetics plays the major role in choosing a new model. These consumers are especially demanding.
Approximately 12 per cent of people put the greatest emphasis on the driving experience itself. They're quite knowledgeable about all matters mechanical and automotive and drive their cars very hard. They may choose a two-seater or something equally on the sporty side—and they'll pay top dollar for their cars. The biggest consideration for people in this bracket is performance.
Another 12 per cent of car buyers want the luxury and comfort of a "full-sized" sedan. They want interiors as plush as their living-rooms and they couldn't care less about either the price or the gasoline consumption. They usually stick to the same make—the one they idealized as a kid.
About 10 per cent of buyers go for whatever is new and unusual in a car; they want to be the first on the block to own the latest model. They read about and study each new model and visit showrooms during introductions. They're not loyal to any one model or maker and their trading is limited only by their budget.
Only 5 per cent of buyers treat cars as transportation appliances and nothing more. These highly-educated types don't get emotional about a car.