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Tailoring Marketing to Young Chinese Car Buyers: Leveraging Automotive Cultural Experiences and Behavioral Personalities

Author

Listed:
  • Rahinah Ibrahim

    (Faculty of Design and Architecture, Universiti Putra Malaysia, 43300, Serdang, Malaysia Author-2-Name: Chen Jiandou Author-2-Workplace-Name: "Faculty of Design and Architecture, Universiti Putra Malaysia, 43300, Serdang, Malaysia 11480 " Author-3-Name: Athira Azmi Author-3-Workplace-Name: "Faculty of Design and Architecture, Universiti Putra Malaysia, 43300, Serdang, Malaysia 11480 " Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - This study was initiated to develop an alternative positive car-user experience to enhance automotive sales by considering customers' desires. Method - The study employed the ""Systematic Literature Review Synthesis Process,"" harnessing the online EAGLE Navigator System to document the literature review synthesis process to identify relevant literature and establish a theoretical background for research ideation. Findings - A theoretical model for combining personal cultural customization, simplicity, accessibility, affordable technology, and sensory modalities could improve the in-car experience and satisfaction of younger Chinese car buyers, thus leading to satisfying car-user purchasing experiences. Novelty - This study breaks new ground by offering a holistic perspective on enhancing the automotive user experience within the context of the Chinese market. An innovative blend of cultural customization and technology accessibility is introduced, which is poised to reshape the automobile industry's engagement with younger consumers in China. Type of Paper - Review"

Suggested Citation

  • Rahinah Ibrahim, 2023. "Tailoring Marketing to Young Chinese Car Buyers: Leveraging Automotive Cultural Experiences and Behavioral Personalities ," GATR Journals jmmr319, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr319
    DOI: https://doi.org/10.35609/jmmr.2023.8.3(2)
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    References listed on IDEAS

    as
    1. Chen, Yuan & Lin Lawell, C.-Y. Cynthia & Wang, Yunshi, 2020. "The Chinese automobile industry and government policy," Research in Transportation Economics, Elsevier, vol. 84(C).
    2. Caroline Bayart & N. Havet & Patrick Bonnel & Louafi Bouzouina, 2019. "Young people and the private car: a love-hate relationship," Post-Print hal-02163268, HAL.
    3. Weina Qu & Hongli Sun & Yan Ge, 2021. "The effects of trait anxiety and the big five personality traits on self-driving car acceptance," Transportation, Springer, vol. 48(5), pages 2663-2679, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Automotive Marketing; Car-User Experience; Young Customers' Personalities; Automotive Culture; Sustainable Design Informatics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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