Research On Consumer’s Purchasing Decision Of Passenger Cars In Hubei Province

With the in-depth development of China’s auto industry and the transformation of the family passenger car industry,policy pressures,changes in audience concepts,technological innovations and many other factors have caused profound changes in the family passenger car market,and Hubei Province is a central automobile industry.In the production and sales of family passenger cars,it also faces a major development opportunity.Therefore,it is important for the government,the industry and consumers themselves to analyze the decision-making behavior of the household passenger car consumers in Hubei Province.This thesis adopts the research methods such as literature is method,an questionnaire a survey for method and empirical analysis method,based on the research of domestic and foreign household passenger car purchase decision-making,combined with the theory of consumer purchase decision-making behavior and the influencing factors of consumer purchase decision-making behavior.The theory starts from the internal and external factors of consumers in Hubei Province,and summarizes the six main influencing factors of psychological factors,consumer experience,consumer values and social factors,government factors and technical factors.The model is established to demonstrate the influence of these factors and the internal relationship,and to construct a quantitative model that influences the behavior decision of household passenger car consumers in Hubei Province.Through the in-depth analysis of the model,the six main factors of the hypothesis were confirmed,and the factors affecting the purchase of household passenger cars in Hubei Province were analyzed.The factors from the big to the small were psychological factors,government factors,consumer values,and technology.Factors,social factors,and consumer experience;correlation analysis and structural equation analysis prove that there is an impact between these factors on the purchase behavior of household passenger cars in Hubei Province.The psychological factors of household passenger car consumers in Hubei Province have an impact on their experience and values.The consumption experience and values are also closely related.The external factors and government factors have affected the technology and society of household passenger car purchase behavior in Hubei Province.Factors;the hypothesis test also negates the correlation between the factors.For example,the values of household passenger car consumers in Hubei Province and the technical factors of family passenger cars do not directly affect purchasing decisions,but through government factors.The association has an indirect effect on the purchase behavior of household passenger car consumers in Hubei Province.In addition to the government factors,the values also affect psychological factors and consumer experience,which in turn affects the purchase behavior of household passenger car consumers in Hubei Province.As the most important factor affecting the purchase behavior of household passenger car consumers in Hubei Province,psychological factors also affect social factors and consumer experience.After the model test is revised,the total effect analysis is carried out on the effects of direct and indirect effects.The factors affecting the purchasing behavior of household passenger car buyers in Hubei Province are psychological factors,government factors,consumer values,technical factors,social factors and consumer experience.Based on this result,the corresponding countermeasures for the development of the household passenger car market in Hubei Province are proposed from the perspectives of government,practitioners and consumers.From the perspective of the government,it is recommended that the government adjust the orientation and adaptability of policies in a timely manner,carry out active and effective information dissemination and publicity,effectively improve and improve infrastructure construction,and pay attention to the balanced development of the family passenger vehicle market in various regions;From the perspective of enterprises,it is recommended that enterprises attach importance to technology upgrades and innovations,grasp the psychological factors of consumers,improve the production and sales of automobiles,and communicate the feedback and interaction mechanism to differentiate and personalize marketing.From the perspective of consumers,consumers are recommended to purchase.When adopting a family passenger car,erect the concept of energy-saving green,pay attention to the knowledge related to the car,and actively convey and feedback the attitude of the family passenger car to the automobile manufacturer through various channels.