White-collar Male Automotive Consumer Behavior Research

The automobile industry in china is developing rapidly these years, the number of Private cars amounted to 4173, 0,000. The consumption on car will become a large consumer item for a person or a family. A survey showed that the mainstreams of Chinese auto consumers are the white-collar class, who is likely to buy and use cars than any other groups. Many companies designed new- style cars for the white-collar men so as to attract these most possible consumers. In order to effectively seize the white-collar male consumers, we should analyze and study the consumption behaviors of them. Researches on consumers'behavior are the basis of marketing. This article is written under the background to make an analysis of the disciplines of male consumers about cars, through looking up information, reading the literature, and making personal interviews and questionnaire surveys, other methods and so on.First, we can make a definition of the white-collar male and analyze their characteristics, life styles, self-concept, and consumption psychology, means, and culture by looking up irrelevant theories and materials. On this basis, using the data and information from questionnaires and personal interviews, we can make a systematic analysis of their consumption behaviors, including the purchasing motivation, the decision-making process and the specific analysis of their satisfactions. Then providing some marketing strategies aimed at seizing the white-collar male consumers according to their consumption behaviors of cars.Through analyzing their behaviors of consumption on cars, we found that the male white-collar class has unique characteristics on the motivation, the decision-making process, and the post-shopping behaviors. The Male white-collar workers are most concerned about the brand of motor vehicles, security, and appearance of cars. They have a preference for German cars. In color and appearance, they are satisfied with the tradition styles and the car can help them improve the quality of life; bring conveniences to life and work. In general, the consumption behaviors of them are rational and the decision-making process is very complicated. This article also give us some advice on the white-collar men in the choice of the car brand, the design of product, marketing services, network marketing, and so on.