AN EVALUATION OF THE IMPACT AND RELATIONSHP BETWEEN AUTOMOTIVE EXHIBITIONS ON CONSUMER PSYCHOLOGY & CONSUMER BUYING DECISIONS – A CASE STUDY OF THE BEIJING INTERNATIONAL AUTOMOTIVE EXHIBITION Abstract This research examines the relationship between international automotive exhibitions and consumer decision making and buying habit…
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This gives a broad scope of the actual concept and its related and correlating ideas. The research is then complemented by a field work which interviews consumers who made purchases that can be traced to the Beijing International Automotive Exhibition as well as exhibitors and other experts in the industry. This culminates in a number of findings that are critiqued and analysed. It is identified that consumers who make purchases in the international automotive exhibitions belong to a small group of privileged elites. These are people who take their decisions based on ostentation which focuses on luxury and country of origins. Premises in the automotive expos in China are best presented in a hybrid format and system. Also, the collectivist and socio cultural systems and structures of China still play a major part in consumer buying decisions in these fairs. It is recommended that the information and presentation in Chinese international automotive fair must be watched. Also, the technological offerings and the innovation on offer must be showcased in the exhibitions. Finally, there must be a strong and appropriate digital system and structure to gather information for follow up as the market is very small and specialized. TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Research Problem 1.3 Research Questions 1.4 Research Aim 1.5 Objectives 1.6 Motivation for Research 1.7 Research Approach 1.8 Project Outline CHAPTER 2: LITERATURE REVIEW 2.1 The Exhibition Industry 2.2 Motives, Targets and Standards in International Auto Exhibitions 2.3 Consumer Decision-making & the Exhibition Industry 2.4 The Automobile Industry: Analysis of Foreign and Local Brands in Automotive Exhibitions 2.5 Consumer Psychology in the Automobile Industry 2.6 Decision Making Triggers in the Automobile Industry 2.7 Event Management in International Auto Shows 2.8 Marketing Techniques in International Automobile Exhibitions 2.9 Impact of International Automotive Fairs on the Social and Economic Activities of Consumers 2.10 Cultural Trends amongst Chinese Consumer Psychology 2.11 Gaps in Research 2.12 Conclusion CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research Approach 3.2 Sampling 3.3 Data Collection 3.4 Data Analysis 3.5 Data Interpretation 3.6 Ethical Matters CHAPTER 4: RESULTS 4.1 Interview with Experts 4.2 Survey Results of Interviews with Industry Players/Exhibitors 4.3 Consumer Impact Analysis 4.4 Conclusion CHAPTER 5: DISCUSSIONS 5.1 Expert View of the BIAE 5.2 Exhibitor Offerings, Motives and Targets 5.3 Impacts of BIAE on Consumers' Buying Habit and Decision Making 5.4 Conclusion CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS 6.1 Patterns in Consumer Decision in the Chinese Automotive Industry 6.2 Core Enhancers of Consumer Purchasing Decisions in the BIAE 6.3 Consumer Buying Habits amongst Chinese Consumers in the BIAE 6.4 Recommendations for Enhancing Optimal Practices in International Automotive Exhibitions REFERENCES APPENDICES Appendix 1: Interview Questions with Marketer/Organiser of Expo Appendix 2: Marketer Questionnaire Appendix 3: Survey on Automobile Consumers and Attendants of International Automobile Exhibitions CHAPTER 1: INTRODUCTION This chapter of the dissertation will discuss the basic elements and structure of the project. It will commence by examining the background of the main variables to be discussed in the actual research. This will culminate with the identification of
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