Discussion Consumption of a Luxury-Car from the Information Processing Perspective Consumers tend to reflect different types of consumption habits relating to a particular category of commodity relating to the pattern of information they derive from the market along the different stages of their buying process…
Information gained contributes to the enhancement of purchase intentions. Further on the consumer moves forward in search of other competitors related to the same product category and then selects the one that best suits one’s need and purchase potentials. In this stage the consumer tends to deal with a plethora of options relating to the product and chooses the one that turns out to be the most applicable. Finally the consumer generally in the course of making high price purchases like luxury cars tends to continually revaluate the decision by focusing on gaining more information that further reinforces one’s purchasing intentions (Baines, Fill and Page 83-86). Automobile companies like General Motors to increase the level of consumer attention tend to enhance their relationship aspects has created a website that helps the consumers choose between a large number of options to select the vehicle suiting their needs. Further the website also informs the consumers relating to the different financing options and also the cost parameters related to the different models. General Motors in such ventures also tends to present to the consumers a comparison between its models with other models produced in the same category by its competitor firms. This mode of communication rendered enhances the dimension of consumer loyalty for the luxury goods company here acts as an effective advisor tending to meet the needs of the consumer. Moreover the level of consumer advocacy is enhanced by firms like General Motors inviting the people to take test drives of their models for a continual period of 24 hours. This strategy pursued helps in enhancing the consumer’s relation to the commodity thereby rightly increasing the likelihood for the purchase (Urban 77-81). Thus it is evident that use of information technology has contributed to the development of customer relationship activities for the luxury goods and vehicle companies thereby contributing to the development of brand awareness. The enhanced use of internet based marketing and promotional events contributes to the pulling of consumer interests for the commodities in the pursuit of creating increasing the level of consumer awareness (McGovern, Court, Quelch and Crawford 74). Consumers of luxury good and vehicles further tend to search of new and innovative relationship aspects with the respective companies in the form of evidence of loyalty ventures through which they can earn rebates and occasional or promotional discounts. Introduction of loyalty schemes and creation of loyalty club by the companies tends to excite further consumer attention and interest in procuring the merchandises concerned from the concerned companies (Fournier, Dobscha and Mick 48). Consumption of a Luxury-Car from the Experimental Perspective The consumption patterns of consumers in terms of procuring luxury cars and merchandises tends to be largely governed by the opinions, value sets and attitudes developed by them in relation to their existing social and cultural framework. Again the preference patterns of the consumers are also governed in terms of the ideologies reflected by the different groups to which they relate to. Social and cultural affluences along with group influences tend to largely govern the purchasing patterns of the c ...
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