A Study On Consumer Behaviors Of Auto Sunroof In China

In recent years, China’s auto industry has developed rapidly with the quick growth of the automotive market, which has grown from2010the world’s largest auto market. Whether it is a professional enterprise itself or related research institutions deploy more and more researches on product technology, analyze psychological and behavioral characteristics of consumers. That is great help for marketing strategies for businesses, product development forward. So sunroof companies are actively carrying out market study since sunroof is an important component of car. This study first starts from theory of consumer behavior, taking psychological theory, positioning theory as the main theoretical basis of empirical research, analyze consumer purchasing and usage behavior, find out consumer trends by the use of branding and communications theory market analysis. Secondly, this study describes the specific methods of research. Some owners in Beijing and Shanghai were randomly selected for focus group interviews for qualitative market research,128samples selected and focus groups16games held. Third, through the auto sunroof market research, this study focuses on the factors affecting consumer purchase sunroof,usage behavior, preferences to sunroof future technology, consumer satisfaction and willingness of second purchase. Finally, the full study draws main conclusions and proposes future directions of research. Research shows that when one consumer purchases sunroof, it is quite rational to consider practicality and functionality of sunroof, sales links or information channels has little influence on its purchase. The second is consumer behavior has a large extent depend on the consumer’s own habits and freedom. Different functions are operated by different usage behavior in different environments, not entirely in accordance with the sunroof function definition itself. Third, the satisfaction and secondary willingness to buy, as well as their willingness to pay, is consistent with product positioning. Fourth, the consumer gives his own views to preferences of future sunroof technology, big opening and energy-saving products with solar technology is the most, and also the trend of younger consumer is becoming more and more popular.