Although many studies have researched consumer purchasing behaviour in general, relatively few studies on car purchasing behaviour are publically available. Also, purchasing behaviour studies...Show moreAlthough many studies have researched consumer purchasing behaviour in general, relatively few studies on car purchasing behaviour are publically available. Also, purchasing behaviour studies focusing on both car segments and cross-cultural car purchasing behaviour are limited available. Nor did these studies include the role of materialism in their research on car buying decision making process. In addition, no study has yet conducted research on the comparison of Sino-European car segment buying behaviour. Besides contributing to the corporate automotive sector, this bachelor thesis is written in the context of Chinese Consumption Culture, with the aim to extend the existing academic literature on cross-cultural consumption behaviour by researching and identifying to what extent differences in consumer characteristics – including culture (Dutch versus urban Chinese) and materialism - affect the consumer’s car segment buying decision making process. Overall, the results have proven that (1) cultural differences between Chinese and Dutch (Non-Chinese) people affect differences regarding the consumer’s car segment buying decision in the following manner: Chinese cultural concepts Face, Family relationships and Sense of shame are positively correlated with Car segment. This implies-, that the higher the score on Chinese culture is, the higher the score on Car segment. Chinese-national respondents in this study generally scored higher on Chinese culture than Dutch nationals. Thus, culture differences affect differences in the consumer’s car segment buying decision. (2) Differences in Materialism as consumer characteristic do also influence the consumer’s car segment buying decision. The more materialistic, the higher the car segment. Thus, differences on materialism affect differences regarding the consumer’s car segment buying decision. (3) Multiple consumer characteristics may interact, causing a leverage or “turbo” effect regarding the consumer’s car segment buying decision. For example, if a person is both Chinese and highly materialistic, a leverage effect takes place on car segment buying decision – thus scoring higher on car segment than cases with no interaction.Show less
