This study aims to give an overview on young Chinese consumers’ car purchase behavior. The results show that car purchasing decision is an important decision for most of Chinese. Consumers get information from different channels.
The results of this study also tells us that Chinese consumers take “safety” as the most important characteristic and take “value for money” as the second most important and “riding comfort” as the third important characteristic. Chinese consumers take “after-sale maintenance” and “exterior design/size” as the forth most important factors when making the purchase decision.
For “exterior design/size”, it indicates that Chinese people are status-seeking and Chinese people prefer to choose a bigger car with a good appearance (Mian Zi Che) to show their good social status and want to get respects from others. Chinese consumers put the least importance on resale value that is because second hand car market is not well developed in China.
Source: Umeå University
Authors: Bai, Xuan | Dongyan, Liu