MKTG-1050 - Buyer Behaviour - Buying an Electric Car Case Study - Consumer Behaviour Assignment Help
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Buying an electric car.
Humanity is currently facing the challenge of the Great Transformation, a transition from the current fossil fuel-based economy towards a sustainable society within planetary boundaries. One highly important aspect of this transformation is the reduction of CO2 emissions to mitigate climate change, which requires major changes in many areas. One of the most important of these areas is the transport sector, which is responsible for 24% of global CO2 emissions. Energy demand for mobility is rapidly growing, creating a need for immediate energy-saving actions on all possible levels. This encompasses both an overall reduction in individual motorized transport as well as increased energy efficiency and use of renewable energies in motorized vehicles that are still being used. One important contribution to the latter is a shift from combustion engine cars to alternative-fuel cars.
A promising technology in this regard is the electric car, defined as a car that is solely powered by a battery. Electric cars can contribute to mitigating CO2 emissions from car travel – especially when production and usage are powered with renewable energies. However, in most countries, electric car adoption rates are still low compared to combustion engine cars. One such car is Nissan LEAF. Carbon Tax was introduced in the same year the original Nissan LEAF battery-electric vehicle was launched in Australia. Seven years on and the secondgeneration LEAF arrived in 2019; cleaner, greener and palpably improved. The price of the new Nissan LEAF is at $49,990 before on-road costs. A Toyota Corolla hybrid can be had for $25,870, a top-spec bells-and-whistles 2.5-litre Mazda3 for $36,990 and an all-wheel drive Mercedes-Benz A-Class for $49,500 (all plus on-roads of course). So the LEAF doesn’t have price equivalency against Nissan’s usual competitors when they are powered by internal combustion engines (ICE). Instead, it is up there with the premium brands. In this paper, we investigate possible reasons for low electric car adoption rates from the perspective of environmental psychology. The context of our investigation was Germany in early 2016. We focus on households as an important target group owning the vast majority of passenger cars.
The public debate on the reasons for low adoption rates in Germany has strongly emphasized the role of financial and technological constraints. For households, the adoption of an electric car involves a higher purchase price than a combustion engine car, as well as the need to adapt to new characteristics of an innovative technological system (e.g., lower driving range, unfamiliarity with the charging system).1 From a psychological point of view, assuming that these aspects are crucial to understanding low electric car diffusion rates implies emphasizing the role of rationality in energy-related investment decisions. Household members might perceive certain benefits or disadvantages (e.g., for their household, themselves, or both) and weigh these aspects against one another in order to identify the most suitable investment object from a rational perspective. For example, we can assume that individuals are concerned about having a solid financial situation and a lifestyle that suits their personal comfort needs. Some rational motives underlying energy-related investment behavior (e.g., the desire to save money) may support the uptake of energy-saving investment objects, while others (e.g., desire for comfort) may be in conflict with such actions. Empirical research on predictors of energy-related investment decisions often focuses on the perception of economic and technical features of investment objects and has provided strong evidence that rational motives play an important role in decision-making processes.
Question 1A - Briefly explain the 3 types of reference group influences. Which type is most suited to promote electric cars? Why?
Question 1B - Using the information from the case, compare rational choice vs. norm-directed behavior. Which one would you use to promote Nissan LEAF? Why? Question 1C Other than baby boomers, identify any generational cohort you studied in this course. Then, develop an electric car (any brand) advertising copy to target this cohort.
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