I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.
I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.
Signed __________________ Date _________________
The research is conducted on Vaartland which is a car whole sale dealer in Netherland. The company has its branches in various cities of Netherlands and caters to many national and international customers. The sales team of the company has been working hard to generate online Leeds which will be converted into revenue. The report incorporates a theoretical framework on buying decision process of purchasing cars in Netherland. Moreover, the analysis part include the comparison of sales in Vaartland, the customer perception in buying cars, the amount of sales and Leeds generated by salesmen of Vaartland. The industry performance of car dealer has also been discussed briefly.
CHAPTER 1: INTRODUCTION6
1.1 Background of the Study6
1.2 About Vaartland.nl6
1.2.1 Company Structure8
1.3 Research Questions9
CHAPTER 2: LITERATURE REVIEW11
2.1 Consumer Behavior11
2.2 Understanding the Consumer Buying Process13
2.2.1 Kolter's Model of Buying Behavior14
2.2.2 Classification of Product-related Attributes15
2.2.3 Two Basic Mechanisms about Social Process17
2.3 Consumer Decision Process18
2.3.1 Internet Marketing and Consumer Decision Process23
CHAPTER 3: RESEARCH METHODOLOGY28
3.1 Research Design28
3.2 Data Resource28
3.3 Sampling Methods29
CHAPTER 4: RESULT AND ANALYSIS31
4.1 Comparison of Sales31
4.2 Vaartland in Total34
4.3 Leeds Generation36
4.4 Statistical Analysis38
4.5 Buying Characteristics40
4.5.1 Reference groups46
4.5.3 Social status48
CHAPTER 5: FINDINGS49
5.1 Information Source and Decision Making49
5.2 Young Dutch Car Owners Have a High Satisfaction with Current Car49
5.3 Car Purchase Criteria and Importance of Each Attribute50
5.4 Managerial Implication51
CHAPTER 6: CONCLUSION54
CHAPTER 7: RECOMMENDATIONS55
CHAPTER 1: INTRODUCTION
1.1 Background of the Study
For most people, purchasing a car is the second most important and expensive investment, next to purchase of a house; for the automotive dealers, first-time car buyers give them the opportunity to create positive brand image which definitely could be reflected on in next coming years because consumers could make repeat car purchasing. The passenger car market changed very rapidly due to the fierce competition and advanced technology, therefore, it requires the automotive dealers and car dealers to understand the consumers' preference on time and take fast actions to reflect market changes quickly. So, it would be very interesting to know consumers' preference in today's fast-changing passenger car market and how the customers' buying process is (what the critical elements of making their purchasing decision are, what are the important information sources consumers used and how do consumers search for the information) (Bennett, 1969, pp. 430).
1.2 About Vaartland.nl
Vaartland.nl is in the automobile business. They sell second hand cars to people and try to reach as many people as possible. Vaartland.nl is the biggest in its sector with an average of 1500 occasions at any given time they have a wide range from which people can ...