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Consumer Behaviour in the Automotive Industry in the UK

Consumer behavior is dependent on few factors that need to be considered in any industry. In the Automotive industry, there are several intertwining factors known. The Internet as one knows well has its importance in nearly every form of trade. Trade is directly dependent on communication, and these days the Internet is considered to be the most important and reliable means of communications for trade. In view of the Internet being an important medium through which customers may be communicated with, customer behavior becomes an important subject. Observing customer behavior in the recent past, it is observed that there is immense scope for expanding the automotive industry. This is because there appears to be a better response from customers through the Internet. Purchases of parts are easily made and are believed to be considerably reliable. For purchasing vehicles, advertising through the Internet is the first step towards pulling in customers. Indeed, this step is believed to be effective as there are a number of individuals who first see adds online, and then decide to physically check a promotion out. With the Internet growing more and more common in the UK, it is expected that there will be much more activity on the part of consumers, which means that the automotive industry is going to do even better than it has in the past.

Introduction:

The world has reached a stage at which everything is close-knit. There are several bodies and structures that interact with each other that appear to be systematic. Globalization for instance is something has many countries, organizations and institutions operating together. Each of the components in the globalization process exists for its self and is self-driven, yet the system functions. In this regard, one might assert that markets of different types and sizes function in a similar manner. The motive industry is an example with its visible effects. Consumers are actively participating in the industry activity, making it an increasingly viable one for people to invest in. The services and products are known to be quite reliable with an immense amount interest in them. In recent years this has been the case and in time to come it is expected that there is going to be even more interest in the automotive industry.

Methodology:

This paper includes views of the automotive industry and the communication processes involved. It exposes each part in considerable detail in sections. In doing so, it has managed to cover several areas of interest that explain consumer behavior. In order to also give on an idea of what strategies organizations employ to boost their profits, a fictitious company has been included with figures that are relevant to the automotive industry. In view of the strategies involved in this company (EXCEED) one can determine how important communication is in the automotive industry. It is clear enough that the Internet is of tremendous value here, and it is for this reason that it is important to analyze its use. The weak as well as the strong points are exposed here, and one can match these up against the ones employed in EXCEED's strategies. According to this, one can also assess how effective EXCEED's strategies are and whether or not they are successful in the automotive industry. In considering the success of the strategies, it must also be asserted that it is believed that the strategies are successful considerably because of the success that automotive industry has had in recent times. It is also hoped that strategies will also go on to be further improved so that the industry does even better .

Description: The world learns through experience, but living in an image-conscious world may prevent one from learning through his experiences. This is apparently a dilemma considering the fact that one lives in an age of post modernism; a stage during which signs mask reality, and one is often deceived through image-promoting strategies. This is true to say because of the fact that signs, logos and big names are now common, and people are often lured into believing the authenticity of different products because of the promotions they have.

Consumer behavior is considerably dependent on promotion of products; the manner in which products are promoted directly influences customer behavior. Each medium used for promotion has its own impact, and the one that is believed to have a tremendous impact is the Internet.

It is believed to boost promotions and sales greatly, and it helps customers in their first step before actually checking a car out. It is through the advertisements on line that they may be attracted and then move towards checking a vehicle out physically at a show room. It is this behavior that has helped boost the automotive industry significantly. In fact it must be asserted that prior to globalization, consumer behavior was observed as having a major effect on the development of nations. This is because it helps boost the economy internally as well as having its impact externally . Prior to the 1940s and 1950s, there was no such aim because of the fact that there were many problems that the country was faced with internally. Socially there were different levels on which the UK had to bring the people together. And perhaps during that time no one had come up with such an idea to divert the attention of the people, which occurred during the 1950s .

From this era began to the shift towards an improved way of life that would take the country into an entirely different era. This era today is called globalization, a phenomenon that brought many parts of the world together through faster communication systems.

Globalization has in fact resulted due to the fact that communication systems have been boosted in recent years. This is also the reason why the present age that people live in is called 'the age of communication'.

Literature Review:

The expansion that has been witnessed today in organizational structure is an effect of globalization too because they are spreading almost all over the world. As Organizations expand it is understood that they tend to face problems in efficiency. These problems need to be handled carefully in a logical manner so that smooth running of the organization can be restored to the way it was when it was located in its originating country. For this to be handled effectively, communication also needs to be of the highest level.

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