Prasetya, Muhammad Azka and Halim, Hasniati (2015) Study of Female Considerations in Purchasing a Car in Trisakti University. Bachelor thesis, Swiss German University.

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Abstract

The big number of women car buyers and how automotive company decided to concentrate in female market segment become the background of this research. The research examines what are considerations that women make before deciding a purchase decision on car buying. The aim of this research is to determine what are these considerations that female make which is related to women‟s consumer behavior which rooted on consumer motivation. The research is conducted with 44 respondents participated on this research. Using quantitative approach, the research assesses women‟s customer behavior by investigating female using statements which are related to women‟s consumer behavior and motivation being attached to the questionnaire. Another goal of this research is to translate women‟s consumer behavior into successful advertising and promotion campaign which leads to female being interested to buy the car being advertised. By assessing what women want from the car being marketed helps company to determine how the car is manufactured by putting women‟s considerations in car buying into car features and how promote the company‟s message to women so women is attracted and eventually make a purchase decision on the car.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Needs; Wants; Customer Behavior; Marketing; Motivation.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Atroridho Rizky
Date Deposited:	17 Dec 2020 17:00
Last Modified:	17 Dec 2020 17:00
URI:	http://repository.sgu.ac.id/id/eprint/1598

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