Consumer Behaviour in the UK and China Automobile Industry - Dissertation Example

The cultural paradigm of different markets like China and Britain reflect significant impacts on the purchasing behaviour of cars and domestic vehicles. The main aim of the paper revolves around understanding the reasons or factors which bring about cultural changes and thereby affect the demand for cars in the two markets. Chinese consumers in their activity of purchasing cars render special emphasis to the paradigm of quality and service. People of China tend to buy the cars of those companies which tend to provide the best service available in terms of sales and customer service.

Further, the Chinese consumers also entertain a large amount of sales packages along with the products which help in enhancing the product attributes. The Chinese consumers in addition to enhanced quality and service parameters also desire better accessibility of the vehicles in the consumer markets. This signifies that the dealership factor with regard to the branded cars must be further enhanced to help the Chinese consumers gain easy and better accessibility to such products. Moreover, the Chinese consumers are also characterized as being effective negotiators while making a deal to purchase a new car.

Thus, the car manufacturers who desire to enter the Chinese market must focus on rendering the best possible package in terms of service and price standards to attract a large pie of customers. Again the car manufacturers in their endeavour to penetrate the Chinese market must divulge in the preparation of informative advertisements. The Chinese customers are observed to render special emphasis on such advertisements which would help them in gaining better and in-depth information about the product or service.

The car consumers based in China, other than rendering increased focus on the quality and service parameters, also tend to be more sensitive to brand imaging. These consumers expect an augmentation in the value of the product with regard to the extra price paid for acquitting a product or service. (Johnson & Chang, 2000, pp.5-6). Chinese consumers while purchasing the car also render special importance to the feature of safety associated with the vehicle.