Consumer behaviour and the decision-making process of the LOHAS target group in the automotive industry

Table of Contents

1 Introduction

1.1 Context of research

1.2 Scientific formulation of research objectives and aim

1.3 Methodology

1.4 Terminology

1.5 Structure

2 Literature review

2.1 The LOHAS target group

2.1.1 Definition and origin

2.1.2 Segmentation and characteristics

2.1.3 Recent market conditions

2.1.4 State of research

2.1.5 Implications for research

2.2 Consumer Behaviour

2.2.1 Decision-making process

2.2.2 Implications for research

3 Empirical research

3.1 Research design and philosophy

3.2 Focus group

3.2.1 General organisation of the focus group

3.2.2 Characterisation of the research question

3.2.3 Conducting the focus group

3.2.4 Methods of data analysis

3.3 Quality criteria

3.3.1 Credibility

3.3.2 Transferability

3.3.3 Dependability

3.3.4 Pre-test

3.4 Ethical issues

4 Description and insights of the focus groups

4.1 General attitude of LOHAS towards cars and AFVs

4.2 The AFV purchase decision-making process of LOHAS

4.3 Advertisement for the LOHAS

4.4 Additional insights

5 Conclusion

5.1 Summary

5.2 Managerial implications

5.3 Limitations

5.4 Discussion

5.5 Further research

7 Appendix

7.1 Appendix 1: Report focus groups

7.2 Appendix 2: Questionnaire for sampling

7.3 Appendix 3: Manual focus group

Research Objectives and Key Topics

The primary aim of this master thesis is to identify significant factors influencing the decision-making process of the LOHAS (Lifestyle of Health and Sustainability) target group when purchasing an Alternative Fuel Vehicle (AFV), specifically focusing on barriers that hinder adoption in the automotive industry.

• Analysis of the LOHAS target group's values, characteristics, and consumption patterns.
• Investigation of consumer behavior models within high-involvement product contexts.
• Evaluation of the AFV purchase decision-making process through qualitative focus group research.
• Assessment of effective communication and advertising strategies tailored to LOHAS values.

Excerpt from the Thesis

Summary of Chapters

1 Introduction: Provides the research context regarding environmental challenges and defines the research aim and methodology.

2 Literature review: Analyzes the LOHAS target group definition, consumer behavior theories, and the state of research in high-involvement markets.

3 Empirical research: Describes the qualitative research design, focus group organization, and the application of quality criteria.

4 Description and insights of the focus groups: Presents the findings from the focus group discussions regarding car attitudes, decision-making, and advertising.

5 Conclusion: Summarizes key findings, discusses managerial implications, limitations, and suggests future research directions.

Keywords

LOHAS, Alternative Fuel Vehicles, AFV, Consumer Behaviour, Decision-making process, Sustainability, Qualitative research, Focus group, Green consumerism, Brand personality, Self-congruity, Marketing strategy, Authenticity, Environmental concern, Automotive industry.

Frequently Asked Questions

What is the core focus of this master thesis?

The research investigates the consumer behavior and purchase decision-making process of the LOHAS target group specifically within the automotive industry, aiming to identify barriers to the adoption of Alternative Fuel Vehicles (AFVs).

What are the central themes of the research?

The key themes include understanding the LOHAS lifestyle, evaluating high-involvement purchase decisions, identifying environmental barriers, and determining how to effectively communicate with this values-driven consumer group.

What is the primary research goal?

The study aims to identify the specific barriers that prevent LOHAS consumers from purchasing AFVs and to provide insights into how companies can address this group through authentic and transparent communication.

Which scientific methodology is employed?

The study utilizes a qualitative approach, conducting two independent focus groups to gain deep, interpretative insights into the motivations and attitudes of LOHAS consumers.

What is covered in the main body of the work?

The main body examines existing literature on consumer behavior and LOHAS, describes the empirical research design, presents detailed findings from focus groups, and discusses the implications for automotive manufacturers and policy makers.

Which keywords characterize this work?

The study is defined by concepts such as LOHAS, Alternative Fuel Vehicles, sustainability, consumer decision-making, qualitative research, and brand personality.

How does the LOHAS group view electric cars?

The study reveals that while LOHAS consumers recognize the benefits of electric cars, they are skeptical due to concerns regarding range, charging infrastructure, and the environmental footprint of battery production, leading them to perceive some current offerings as 'greenwashing'.

What is the role of autonomy in the LOHAS decision-making process?

Autonomy is a crucial motive; LOHAS consumers highly value their independence and react negatively to aggressive, manipulative advertising, preferring objective, transparent information to form their own opinions.

How does the research address the 'coolness factor' of AFVs?

The focus groups suggest that for younger generations, AFVs are becoming attractive not primarily due to sustainability, but because of innovative technology and the opportunity for uniqueness, with models like the Tesla serving as 'cool' status symbols.