Media and consumers' automobile purchasing behaviour: a study in the influence of advertisements

Abstract

The influence of media on consumers' purchasing behavior has been a popular topic for many years. In the automotive industry, especially considering the current economic situation, it is arguable whether the media has any influence at all on consumers' purchasing decision. This study utilized a focus group method to understand the effects of media, specifically advertising, on consumers automobile purchasing behavior, and whether ads have a substantial influence on their decision making process when it comes to high involvement product such as automobiles. Majority of the focus group participants say that car advertisements usually play a role in their initial decision making process only, as to create awareness on the new model release and also to create interest towards it. It does not contribute to their final purchase decision. The participants added that they rely on other sources that they consider to be more credible than advertisements. This study further suggests applicable areas for further research.