34 Pages
8549 Words
Chapter 1: Introduction: Factors Driving Autonomous Car Purchases in the UK
1.1 Background of the study
Buying behaviour of consumers refers to the process and variables affecting the way people or organisations make decisions about purchases, that considers motivations, habits, and outside factors which influence their choices. Volkswagen, a major participant in the UK auto sector, is in a strong position to influence the autonomous car market. The business has made important investments in automated technology, which makes it an intriguing area for research. Although it is still in its infancy, the market for autonomous vehicles is growing quickly. Numerous variables that require to be carefully examined affect consumers' purchase choices in this sector (Brescia, et. al. 2023). The development of autonomous cars has brought about a fundamental change in how people and products are moved, significantly transforming the automobile sector. Several manufacturers, notably Volkswagen, which is at the cutting edge of creating autonomous technology, serve as instances of this transition in the United Kingdom.
Understanding the elements that influence consumers' purchasing decisions in this sector is crucial as autonomous cars become more widespread in UK transport. The degree of advancement in technology in autonomous cars is one of the key variables determining consumer purchasing behaviour. If customers believe these cars to be technologically superior and safer than conventional automobiles, they are more inclined to consider purchasing them. Volkswagen is a relevant case study in this area due to its dedication to creating cutting-edge self-driving technology (Shen, et. al. 2021). Moreover, a key element in the mainstreaming of autonomous vehicles is consumer trust. It is crucial to have faith in the company, technology, and the data security. Volkswagen may have an edge over new competitors in the field of self-driving cars in regard to customer trust due to its long history of success in the United Kingdom's automotive market.
A further significant aspect to take into account is economic factors. It is necessary to look into the cost of self-driving vehicles, which includes both the original cost and continuous maintenance. Volkswagen's price policy for self-driving cars may affect how widely they are adopted. Customers may also be affected by possible cost reductions brought on by self-driving cars, such as decreased insurance rates and increased fuel economy. It is important to look at how Volkswagen promoted their autonomous vehicles through its advertising and communication tactics (Farooq and Wicaksono, 2021). Customers' attitudes may be influenced by persuasive marketing efforts that stress the benefits of autonomous driving, such as increased safety and ease of use. Geography and customer pReferences are also crucial factors. In relation to autonomous cars, different client categories could have distinct needs and aspirations. Volkswagen can better design its goods to satisfy the needs of particular client groups by being aware of these variances.
1.2 Research questions, aim and objectives
Aim
The aim of the study is to evaluate the factors influencing buying behaviour of customers in the context of Volkswagen (Autonomous Industry).
Objectives
- To analyze the concept of customer buying behaviour and its significance within UK Autonomous Industry
- To examine current factors impacting customer purchasing decisions in the UK Autonomous Industry.
- To evaluate autonomous segment of Volkswagen and impact of these factors in shaping customer buying behaviour.
- To recommend strategies that aligns with changing customer preferences within for autonomous industry.
Research questions
- What is the concept of customer buying behaviour and its significance within UK Autonomous Industry?
- What are current factors impacting customer purchasing decisions in the UK Autonomous Industry?
- How autonomous segment of Volkswagen impact these factors in shaping customer buying behaviour?
1.4 Rationale of the study
There are several compelling rationale for the study of the variables influencing consumer purchasing behaviour within the UK automotive industry, with an importance on Volkswagen. These justifications emphasize the relevance of this study and its potential value to both academic and professional practice. Considering the arrival of autonomous cars, the global automobile sector is seeing a profound change. As it welcomes this technological transformation, the UK is no exception. For stakeholders in business, politicians, and researchers it is crucial to comprehend the factors that influence consumer purchasing behaviour in this situation. Volkswagen, a well-known automaker, is essential to the development of the UK automated industry.
This study also has real-world implications for Volkswagen along with other players in the industry. Companies may improve their product offering and advertising techniques to better suit the needs of customers by having knowledge of the elements influencing client purchase decisions. The government of the United Kingdom and regulating organizations are also eager to support the expansion of the autonomous car industry. By emphasizing areas wherein regulation and incentive can boost consumer acceptability and sector growth, this study can help shape policy decisions (Shahab, et. al. 2021). Furthermore, as autonomous technology develops, customer views and behaviours change. To solve possible issues and maximize the advantages of autonomous cars, such as security and impact on the environment, it is imperative to investigate these changes.
1.5 Significance of the study
The study advances the UK autonomous sector by illuminating the factors that influence consumer decision-making. Understanding these components is essential for the industry's development and competitiveness as it ages. The research results can assist Volkswagen and other automakers in developing marketing approaches and new products that better suit consumers' changing demands and preferences. For retaining and growing share of the market, this is essential (Mensah and Amenuvor, 2021). The results of this research may be used by regulators and policymakers to make well-informed choices regarding ways to control and promote autonomous technology. In order to create regulations that support innovation as well as security while resolving public concerns, a greater knowledge of consumer behaviour is necessary.
Autonomous cars have the ability to greatly improve traffic safety and lessen their negative effects on the environment. These social advantages are indirectly achieved by this research, which examines factors that affect consumer acceptance. The autonomous car industry's expansion has the potential to have a significant economic impact. A better knowledge of consumer behaviour may be used to spot chances for new infrastructure construction, investment in infrastructure, and employment in linked industries. The academic corpus of information on customer behaviour in the developing autonomous sector is expanded by this study. It offers a framework for additional research and evaluation in this quickly developing topic. In the end, the study gives customers more control over their purchasing decisions by illuminating those processes.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review is a type of academic writing that presents a thorough understanding of the body of knowledge on a certain topic and places it in a larger academic framework. A critical evaluation of the research is also included in an analysis of the literature. The study of consumer purchasing behaviour is crucial to the United Kingdom’s autonomous sector since it influences the nature of the developing self-driving car market. This study explores the different ideas and elements that affect consumers’ decisions to buy, emphasizing both the advantages and disadvantages of automated technological adoption.
2.2 Concept of customer buying behaviour and its significance within UK Autonomous Industry
In accordance with the views of Eger et. al. (2021) one of the most significant subjects under investigation in the UK autonomous industry is the concept of consumer purchasing behaviour. It analyses the complex method through which customers choose autonomous car purchases and the variables that affect these choices. It is important to comprehend client purchasing behaviour for a number of reasons. It is important to remember that the deployment of autonomous cars signifies a tectonic change in the automotive sector. Numerous elements in this situation affect the decisions made by customers. Therefore, for manufacturers like Volkswagen to successfully create and sell autonomous vehicles, a thorough grasp of these aspects is essential.
Peña-García, et. al. (2020) examined analysing consumer purchasing patterns can help marketers develop more focused marketing campaigns. Manufacturers can modify their messaging to cater to the requirements and interests of the customer, thus boosting their revenue and market share. Additionally, automakers may cultivate a favourable brand image by concentrating on characteristics and benefits that complement customer goals. However, Relawati, et. al. (2020) argued that there is complexity related to the customer purchasing concept in the framework of the UK autonomy Industry. For example, the ambiguity around customer perceptions and comprehension about driverless vehicles is a drawback. Customers can be concerned about the dependability and safety associated with these automobiles. To reduce the likelihood of resistance, manufacturers have to tackle these issues openly and clearly.
Rausch and Kopplin (2021) described analyzing consumer purchasing patterns has an influence on both marketing as well as the creation of products. Vehicles must be produced by automakers to meet both consumer and market expectations. Companies may innovate in methods to appeal to customers by studying the elements that affect purchasing decisions, perhaps resulting in more enticing, competitive, and secure products. But it is critical to remember the autonomous industry's importance goes beyond just manufacturers. Adoption of autonomous cars has an opportunity to increase traffic accident prevention and improve road safety. This beneficial external effect of consumer behaviour may result in a decline in the number of incidents, injuries, and traffic jams. On the critical note, Ahn and Kwon, (2022) said that as autonomous technology develops, there is concern regarding employment displacement within conventional automotive industries. Industries depending on production, repair, and maintenance may experience a decline in demand for conventional automobiles as a result of the move towards self-driving cars. Understanding consumer purchasing behaviour is therefore important for both market rivalry and larger economic and social implications.
Darmawan, (2019) ascertained the fact that regarding the UK Autonomous Industry, another factor that is intricately linked to consumer purchasing behaviour is the legislative and policy environment. Through regulation, incentives, and infrastructure expenditures, governments greatly impact how the sector develops. The route that these policies go can be strongly influenced by consumer choices regarding autonomous cars. Positively, consumer-driven policies can encourage innovation and growth in markets. On the critical note, Streimikiene and Ahmed (2021) said that it is essential to take into account any possible harm that might result from rash policy choices. Policies may impede innovation and restrict the industry's future growth if they are not accurate about consumer tastes and industry realities. Finding the ideal balance among regulation and innovation in the context of consumer purchasing behaviour is difficult.
Mensah and Amenuvor (2021) identified in their study that another field where consumer purchasing behaviour may have a large positive influence is on the environment. By allowing more economical driving trends, autonomous cars have an opportunity to lower the use of fuel and emissions. The use of autonomous vehicles by consumers may help to reduce climate change and enhance air quality. Nevertheless, Shahab, et. al. (2021)argued that it is important to recognise that the environmental advantages of autonomous vehicles depend on things like the power source for the cars and how they are made. If the business sector does not prioritise sustainability, bad things could happen. As a result, consumer purchasing decisions must also take into account the industry's effects on the environment, both good and bad.
Shahab, et. al. (2021) mentioned in their study that one of the main issues with the execution of autonomous cars is safety. Understanding consumer purchasing patterns can have a big impact on this industry's safety outcomes. Positively, consumer demands for security attributes and confidence in autonomous technology might spur manufacturers to give security considerations first priority when developing designs. On the critical note, Farooq and Wicaksono (2021) said that securing the security of autonomous cars is a difficult task. Accidents might happen as a result of the deployment of cutting-edge technology and the cohabitation of autonomous and conventional cars on the roads. The rate of incidents and the efficacy of safety measures will be significantly impacted by consumer attitudes and behaviours linked to safety.
On the critical note, Darmawan, (2019) said that considering to the UK Autonomous Industry's infancy, the idea of customer purchasing behaviour is especially important. The market for autonomous vehicles is still developing and lacks established customer habits. Consequently, it is vital for both policymakers and automakers to comprehend the factors at work in this developing industry. On the plus side, this novelty presents a chance for automakers to influence the direction of the sector. Manufacturers like Volkswagen may affect the advancement of autonomous technology & its incorporation into the vehicle environment by recognizing and adapting to user demands.
On the contradictory note, Relawati, et. al. (2020) defined that the absence of historical information and recognized consumer conventions might also be problematic. In a developing market, forecasting consumer behaviour and market trends can be difficult. For businesses to remain competitive while preventing falling ahead in this quickly changing environment, they have to invest in technological advancement. Its benefits might lead to more specialised marketing tactics, better product creation, and advantageous social effects including greater safety and lessened environmental impact. However, there are challenges to this idea that have to do with consumer attitudes, the regulatory landscape, economic effects, and safety issues. Understanding and adapting to customer tastes will remain crucial to the success of manufacturers like Volkswagen as well as the development within the autonomous industry in its entirety as the sector continues to change.
2.3 Current factors impacting customer purchasing decisions in the UK Autonomous Industry
Consumer buying choices have a significant influence on the prospects of the United Kingdom's autonomous Sector, which is undergoing a revolutionary transition as it welcomes driverless cars. According to the Cakranegara, et al., (2022) one well-known framework for analyzing buyer habits is the theory of Planned Behavior. It implies that three main factors a client's view of their actions, personal standards, as well as perceived behavioural control have an impact on their desire to carry out a certain behaviour. Making choices within the United Kingdom's Autonomous Sector is heavily influenced by the views of consumers. A client's unfavourable attitude may prevent them from completing a purchase if they believe self-driving cars to be too costly or overpriced. Also, consumer decisions are influenced by both subjective and social standards. As said by Mappesona (2020) consumers may be swayed by cultural standards if there is a widespread view in their social network or in the community at broad that electric cars are unfeasible or negatively damage the surroundings. Perceived behavioral control pertains to the client's belief in their capability to get and operate an autonomous car. Lastly, it influences their inclination to buy. People are probably less inclined to purchase one if they believe they absence the tools or expertise required to operate a car of this type.
In accordance with the views of L?z?roiu, et al., (2020), customers’ buying choices within the UK Autonomy Sector are influenced by a number of favorable aspects. Innovation and technology breakthroughs are the most important factors. Businesses that make investments in advanced technology, including learning algorithms, AI, as well as sensor structures, typically draw in more clients. For example, Waymo, an Alphabet Inc. affiliate, has established itself as a leader in automated car technology and gained consumer confidence with its cutting-edge self-driving technologies. However, Butu, et al., (2020) argued that customers' buying choices in this sector are influenced by a number of unfavorable variables. First and foremost, one major obstacle continues to be the high expense of self-driving cars. This technology is fiscally out of reach to numerous clients, especially within the United Kingdom where price is a major problem. Despite the fact that premium manufacturers including Tesla provide advanced technologies, a sizable number of buyers sometimes cannot afford them.
According to the views of Šuteková (2019), consumers in this business place equal importance on security and dependability. Businesses that put safety first by implementing multiple systems, strict testing procedures, and preventive risk mitigation stand to earn an edge over their rivals. For instance, Tesla's Autopilot technology has gained confidence despite not being completely driverless because of its ongoing enhancements and security features like lane-Keeping as well as crash prevention. On the contradictory note, Eugensson (2023) defined that the absence of infrastructure, notably facilities for automated electric car refilling as well as charging, is a further major issue. If the infrastructure that supports them is not up to par, even forward-thinking businesses including Rivian, which manufactures electric vehicles, would have trouble drawing in clients.
Stylidis, et al., (2020) stated that an increasingly important aspect influencing buying choices is the sustainability of the environment. Businesses that are dedicated to sustainability, such as Nissan Leaf electric car, attract ecologically concerned customers and profit from the trend toward more eco-friendly modes of mobility. On the critical note, Milev (2020) said that concerns about information confidentiality as well as security are also becoming increasingly prevalent. Concerns regarding security and confidentiality are raised by the copious amounts of data that autonomous cars gather. Consumers have been reluctant to buy cars from businesses that do not have strong data security protocols in place.
Reddy (2021) identified in their study that finally, a consumer decision has been benefit from a smooth and pleasurable experience. This includes easy-to-use interfaces, little maintenance requirements, and prompt client assistance. As an example, Jaguar I-PACE is one opulent electric vehicle that appeals to consumers looking for both great performance, as well as environmental responsibility. The changing environment of the autonomous Sector is shaped by several variables, which also influence consumer choices and interests. On the contradictory note, Jha (2023) defined that the last point is that customers' purchase decisions may suffer from unpredictability regarding regulations. Prospective customers put off buying because of uncertainty created by unclear or shifting legislation. Complying with intricate legal requirements is a challenge for autonomous businesses. For example, Uber's difficulties illustrate how consumers might be turned off by inconsistent regulations. United Kingdom Auto Sector and the buying process are both hampered by these unfavorable effects.
Babu (2023) assessed understanding how various clients embrace innovations at various rates is made possible by the diffusion of innovation theory. According to this hypothesis, consumers may be divided into several groups according to how eager they are to accept new technology. For instance, early adopters are frequently motivated by their excitement for new developments in technology. Such early adopter’s enthusiasm for modern technology made them more receptive to self-driving cars in this autonomous sector. Nevertheless, the Hoang (2022) said that the idea also s laggards, who usually embrace advances last. Factors like exorbitant costs or insufficient infrastructure to facilitate self-driving cars can discourage these consumers. This was especially true within the UK, wherein adoption is still severely hampered by worries regarding the cost of autonomous cars and the accessibility of facilities for charging as well as refueling.
2.4 Autonomous segment and impact of these factors in shaping customer buying behaviour
Many sectors have seen radical change as a result of the development of autonomous technology, most notably the automobile industry. Self-driving automobiles, also known as autonomous cars, are a great illustration of the way technology is influencing consumer purchasing decisions.
In accordance with the views of Wang, et al., (2020) when it involves driverless vehicles, a number of favorable variables have a big impact on consumer purchasing decisions. Primarily, safety must always come first. Customers who are concerned about security will be greatly attracted to autonomous cars since they have an opportunity to eliminate accidents brought on by human mistakes, including inattentive or intoxicated driving. However, Ebrahimi, et al., (2023) argued that when contemplating autonomous cars, buyers' purchasing decisions are influenced by a number of unfavorable circumstances. First, owing to prominent incidents including self-driving cars, safety issues have surfaced. These raise doubts regarding the dependability and security of autonomous vehicles, which may deter some users from using them.
According to the views of Yuen, et al., (2020) another important factor is convenience. Users in self-driving automobiles should be able to unwind or work throughout their trips because they are expected to drive more conveniently and without worry. The desire for self-driving cars may increase as a result of this enhanced ease. On the critical note, Potoglou, et al., (2020) said that a further major obstacle is price. Automated car prices have increased significantly because of the existing high cost of sensors, processing gear, as well as software programming. Especially among customers who are budget-concerned, this expense barrier may prevent them from being widely adopted.
Dannemiller, et al., (2021) stated that buyers in crowded metropolitan locations will find the possibility of less transportation congestion to be an alluring one. Several find autonomous cars interesting because of their capacity to connect with traffic control systems as well as other cars in the area. This may result in shorter journeys and more efficient circulation of traffic. On the contradictory note, McLeay, et al., (2022) defined that safety of information and confidentiality is issues. Numerous motorists as well as their surroundings are subject to data collection by driverless vehicles, raising concerns regarding confidentiality of information and potential exploitation. As a result, some consumers may be discouraged from adopting self-driving technology.
Park (2021) identified in their study that a further advantage of autonomous cars is their inclusiveness. These cars might improve accessibility to mobility for persons with impairments or people who are unable to drive, including youngsters or elderly people. This element of inclusion is thought to influence consumer purchasing decisions in a favorable way. Nevertheless Sawang, et al., (2023) said that the loss of jobs is a significant problem. Employee resistance and unfavorable attitudes may arise from the widespread use of self-driving cars. This might result in job losses in transportation-related businesses including truck as well as cab drivers.
Al-Mamary (2022) ascertained the fact that fuel consumption is a factor that matters more and more. For increased fuel effectiveness, autonomous cars can customize their itineraries and driving styles. Consumers might be more likely to select self-driving cars due to their ability to minimize greenhouse gases and fuel usage as ecological issues develop. Together, these advantageous characteristics increase the allure of autonomous cars and have an impact on consumer choice when it comes to purchases. However, Kopplin (2021) argued that obstacles can arise from legal as well as regulatory problems. Prospective consumers are hesitant to embrace technological autonomy because of the changing legal landscape around autonomous cars, the absence of set regulations, as well as liability concerns in the event of an accident. Together, these unfavorable elements have an impact on consumer choice in the marketplace for self-driving cars.
Maslow's hierarchy of needs and the Cognitive dissonance theory are two concepts in psychology that provide insight into how people's purchasing decisions are affected when they are thinking about buying self-driving vehicles. According to Gerlich (2023) the theory of cognitive dissonance, consumers who are confronted with opposing opinions or attitudes on their purchases have been feeling psychologically uncomfortable. According to this idea, consumers of self-driving cars can experience contradictory emotions towards the technology, particularly in light of the varying public opinions and worries regarding it. Massar, et al., (2021) assessed Prospective consumers are probably going to do a lot of study to lessen this Cognitive dissonance. They could look for data, including security data, feedback from consumers, and professional comments, to help allay their concerns. Users have been more precisely matching their thoughts and viewpoints with their final decision. To engaging in this looking-for-data behavior, this helps to lessen the psychological pain accompanying ensuring a big decision.
Guo, et al., (2021) mentioned in their study that a further viewpoint on the potential influence of self-driving cars on consumer purchasing behavior is offered by Maslow's hierarchy of needs. According to this idea, there is an ordered list of human wants that extends from more fundamental physiological requirements to more advanced self-actualization. Since autonomous cars handle several tiers of the hierarchy they are especially pertinent to this structure. Keszey (2020) examined they first address requirements related to safety and confidentiality. Greater security is what autonomous cars claim to deliver, directly meeting the most basic demands of users. Humans have an innate want to keep themselves and others they care about safe, and driverless technology's ability to lower the number of accidents brought on by human mistakes significantly satisfies this fundamental desire. As a result, many consumers are considering buying self-driving vehicles because they want to feel comfortable and secure.
Kim (2020) described that requirements for self-actualization and self-esteem is impacted by technological autonomy. Autonomous cars can relieve people of the responsibilities of driving by offering an extra comfortable and relaxed driving encounter. This frees up people's mental and physical resources to be used instead. Seeking more advanced desires like self-actualization, self-fulfillment, and individual progress has been made easier by this increased ease and release. In addition to meeting their fundamental security demands, consumers may purchase autonomous cars in order to free up additional resources and time for pursuing these higher goals.
2.5 Conclusion
By summing up, the literature review highlighted the complexity of consumer purchasing behaviour in the Autonomy Sector. Buying decisions are greatly influenced by a number of elements, such as ease of use, affordability, security, regulatory pressures, and sustainability issues. It is imperative that manufacturers and lawmakers comprehend these factors in order to navigate successfully the rapidly changing self-driving technology field.
CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
The research methods are defined as the methods which are used by the researcher in order to complete the study and attainment of the objectives of the study. For the study to be successful it is very necessary that effective methods are selected so that objectives are attained well. Thus, for this, it is necessary that the researchers must select all the appropriate methods for the effective attainment of the objectives. Hence, it is the responsibility of the researcher that they must effectively select the methods of research so that all the objectives of the study is attained well.
3.2 Research type
For this study, qualitative research has been selected which proved to be the best methodology. Qualitative research enables an in-depth examination of intricate and varied phenomena. A qualitative method is appropriate to capture the depth and breadth of the data since customer purchasing behaviour in the framework of self-driving automobiles is complex and constantly changing. The purpose of the study is to comprehend the individualized perspectives, attitudes, and experiences that consumers have within the UK autonomous sector. By offering an opportunity for surveys, qualitative research is best equipped to untangle these complexities. It enables academics to explore the "why" as well as the "how" issues that underlie consumer behaviour, giving them an in-depth awareness of the variables affecting their decisions.
Qualitative research is also extremely flexible, enabling the examination of emerging topics and the modification of the research methodology when fresh insights emerge. Such adaptability is necessary given how quickly the autonomous sector is developing so as to keep the research current and adaptable. Furthermore, the exploratory character of this study and the use of qualitative research are compatible (Newman and Gough, 2020). Qualitative research provides an environment for the creation of hypotheses and the development of theories as we aim to identify and comprehend variables that may be less known or previously unexplored. Studying the intricate interplay of elements affecting customer behaviour within an evolving company lends itself especially well to qualitative data. It can pick up on differences, specifics, and intricacies that quantitative research could miss.
3.3 Research approach
The inductive approach is been chosen as the research's main method of investigation. An inductive strategy is one that builds hypothesis from actual data rather than imposing it from the start of the research process. An inductive approach works for this study's environment for a number of reasons. Since the autonomous sector is still in its earliest phases of development, there is limited current theory that fully explains consumer behaviour in this particular setting. An inductive method enables the construction of models and hypotheses that are precisely suited to the intricacies of the business by allowing the study to be anchored in the facts gathered.
Inductive research is by nature exploratory. Inductive analysis enables the production of fresh insights, identification of trends, and the finding of unanticipated linkages in the data due to the dynamic and diverse character of the elements impacting client buying behaviour. The qualitative research design chosen for the present investigation is well suited to the inductive methodology. Because it incorporates open-ended data gathering techniques like survey which produce material that may be fully investigated and analyses, qualitative research lend itself naturally to an inductive approach. When doing research with the goal of advancing theories and better understanding consumer behaviour in a brand-new, complex environment, an inductive approach is very effective.
3.4 Research philosophy
The theoretical framework of interpretivism has been selected as the foundation for this study. Interpretivism refers to a philosophy that acknowledges the significance of experiences that are subjective, significance as well as interpretations of individuals. Interpretivism closely matches the objectives of the research, which are to identify the variables driving consumer purchasing behaviour within the United Kingdom's autonomous industry. Customer behaviour is not only influenced by objective, quantifiable criteria in the framework of the autonomous industry (Mukherjee, 2019). Additionally, it is impacted by how people see technological innovation and its ramifications and how they interpret those views. The objective of interpretivism is to thoroughly examine these variables while acknowledging their subjectivity.
This philosophy additionally embraces the concept that individuals build their social reality. Consumers actively shape their perceptions of and views regarding autonomous cars in the larger context of the industry by interacting with the innovation and learning more about it. This dynamic and shifting procedure may be explored using the interpretative method. Considering that it places a strong emphasis on the significance of circumstance and the distinctiveness of each person's experience, the concept of interpretivism is a good fit for qualitative research. It encourages analysts to do comprehensive, context-specific study and take into account the larger social and cultural settings that affect consumer behaviour.
3.5 Data collection
Both primary as well as secondary data has been gathered for the study.
Survey-based primary data collection has been beneficial for this study for a number of reasons. Firstly, it enables the immediate gathering of relevant and current data from customers of UK. For the purpose of studying the variables driving consumer purchasing behaviour, surveys offer a standardized platform for obtaining data on consumer preferences, perspectives, and behaviors. A systematic and standardized method to data gathering is made possible through surveys, ensuring that a wide and varied sample of participants is asked the same set of questions. By using this method, the data's accuracy is improved, and it is possible to compare replies from various customer groups based on factors like age, gender, geography, and amount of experience with autonomous technology (Mishra and Alok, 2022). Surveys are an effective means to gather a sizable amount of data. A vast and diversified dataset is needed in order to derive significant findings considering the complexity and variety of elements impacting consumer behavior in the autonomous business.
A historical and situational knowledge of the elements influencing consumer purchasing behaviour within the UK autonomous industry is made accessible by using secondary data. It offers insights on the business and regulatory environment, as well as historical consumer behaviour. Understanding the past helps us spot shifts and patterns across time. Secondary data sources, such as market reports, scholarly writing, and industry publications, provided a thorough insight of the sector. These sources contribute to a thorough examination of the topic by offering crucial data on market dynamics, technical improvements, changes in regulation, and attitudes among consumers. The validity and durability of the study findings are increased by comparing and confirming primary survey results with data from secondary sources. The creation of a more in-depth comprehension of the factors influencing consumer purchasing behaviour is aided by secondary data.
For the research to be completed it is very necessary that effective data is gathered. Hence, for gathering the data there is a large population being present from which the related data can be gathered. It is not possible for the researcher to undertake the whole population and does for this some sample is selected. This technique is known as sampling there in some of the people is selected from the whole population relating to data collection (Lê and Schmid, 2022). Hence, in order to evaluate the impact of buying behavior of customer over the working of the company the use of random sampling method is undertaken and on that bases 20 sample is selected. This 20 include the customers who are purchasing goods and services from the company. The consumer is selected because they can only provide information relating to the impact which is caused over their buying behavior. This is particularly because of the reason that the buying behavior of customer can be defined by them only and as a result of this objective of the study can be accomplished. Thus, it is very necessary for the researcher that they must effectively comply with the sampling techniques so that proper data can be gathered and can be used in order to attain the objectives. Moreover the appropriate sampling technique needs to be used in order to examine the data and attend the objectives. This is particularly because of the reason that in case sample selected is not appropriate then proper data will not be collected and ultimately it will impact the working efficiency of the study.
After the collection of the data the most important state is of analyzing the data. This is particularly because of the reason that just collecting the data is not enough and rather it must be evaluated effectively. The reason underlying the fact is that in case data collected is not analyzed effectively then it will be impacting the attainment of the objectives. Thus, in order to evaluate the data there are two different methods which can be used that is thematic analysis and use of SPSS. The thematic analysis is the one with then which themes are created on the basis of questionnaire and then the primary responses are evaluated in order to provide some direction (Luo, et. al, 2022). On the other hand the SPSS is a technique which includes undertaken the use of statistical software which applies different statistical methods over the data gathered. In order to evaluate the impact of customer buying behavior over the company and its performance to use of thematic analysis is undertaken. Within this method the data gathered from 20 respondents with help of questionnaire is being evaluated on the basis of different themes. Every question within the questionnaire is converted into a theme and then the gathered data is evaluated and analyzed. This evaluation takes place in order to attain the objectives of the study. The use of thematic analysis is beneficial for the researcher as it increases the theoretical knowledge relating to the research topic and the objectives are attained easily.
While undertaking this study there are many different limitations which are being faced by the researcher. This is particularly because of the reason that the research is conducted within the external environment and there are many different elements which limit the working of the research. The first and foremost limitation faced by the researcher is the limited time. This is a limitation because the time provided for the study is very limited and as a result of this the whole study is affected. Thus, in order to improve the working and complete the study on time the researcher undertook the use of effective time management and tried to complete the objectives of the study before time. The before time study is completed so that there is some time left for the researcher to again check the whole work. In addition to this another limitation faced by the researcher was of the limited resources (Hendren, et. al, 2023). The resources provided were very limited and scarce. Thus, it affected the working of the research to a great extent but with good allocation skills, researcher tried to utilise the scarce resources in such a manner that optimum working is attained. Thus as a result of this the study was successfully accomplished. Moreover another limitation faced by the researcher was of Limited budget. This was a limitation because the budget provided for the study was very limited and it was very hard to complete the study in that Limited budget. But then also the researcher tried to accomplish the whole study within that Limited budget only.
For the research to be accomplished effectively it is necessary that it is conducted in reliable and valid manner. In case the research is not reliable and valid then it will impact the efficiency of the objective and its attainment. Hence, it is very necessary that all the reliability and validity aspects are considered in order to complete the objectives of the study. The first and foremost element for ensuring reliability is to take informed consent from the respondents. This is necessary because in case informed consent is not taken then it implies that the research is not effective and data is not gathered with permission of the respondent. The informed consent outlines that the respondent has provided the permission to use the data within the study (Vaughn and Jacquez, 2020). In addition to this another element to be considered for maintaining reliability and validity of the study is that all the secondary data has been taken after 2019 only. This is particularly being used because too old data does not provide the appropriate information relating to the research topic.
Thus, for this reason all the latest data has been undertaken relating to the study. In addition to this, for the validity of the study it is ensured that all the appropriate methods of measurement are selected. This particularly includes the use of questionnaire and its appropriate application within the study (Köhler, Smith and Bhakoo, 2022). Along with this for ensuring reliability it is ensured that all the methods are consistently used and no wrong methods have been undertaken in order to gather the data. Along with this all the standardised methods of collecting data has been undertaken and no misleading information is being used. Along with this all the data sources have been cited properly in order to ensure authenticity of the data. Moreover the authentic and reliable data has been gathered from all the authentic websites only.
For the study to be made successful it is very necessary that all the ethical aspects are considered while undertaking the study. This is particularly because of the reason that when ethical aspects are not considered then it will make the study wake and people will not you sees findings of the study anywhere. Thus, for ensuring the ethical aspects of the study the first and foremost things undertaken is that informed consent of the respondent is taken. This is particularly undertaken because the written consent outlines the fact that the respondent is providing permission to use the personal data within the study. In addition to this, other ethical aspect to be considered is to use all the copyright sources only (Strijker, Bosworth and Bouter, 2020). The secondary information is being gathered from the sources that have a proper copyright. No other information is being used within the present study. This is particularly because there are many different sources which provide similar kind of information but it is not necessary that every source is authentic. Thus, for ensuring the authenticity of the source only the sources which have copyright mentioned are taken for the data to be used with the study.
Conclusion
In the end it is concluded that outlining the research method is very necessary. This is particularly because of the reason that in case the research methods selected will not be appropriate then the outcome will not be effective. The above chapter concluded that undertaking the use of qualitative research is very important in order to complete the objectives of the study. Along with this, method of gathering data with help of questionnaire is assistive in order to collect appropriate data. Furthermore, it was concluded that undertaking the use of thematic analysis is important and helpful in attaining the objectives of the study.
REFERENCES
Books and Journals
Ahn, J. and Kwon, J., 2022. The role of trait and emotion in cruise customers’ impulsive buying behavior: an empirical study. Journal of Strategic Marketing, 30(3), pp.320-333.
Al-Mamary, Y.H. and Alshallaqi, M., 2022. Impact of autonomy, innovativeness, risk-taking, proactiveness, and competitive aggressiveness on students’ intention to start a new venture. Journal of Innovation & Knowledge, 7(4), p.100239.
Babu, B. and Maddhuri, R.R., 2023. Consumer purchasing behaviour influence on sustainable product development in the automotive industry.
Brescia, V., Degregori, G., Maggi, D. and Hadro, D., 2023. An integrated vision of electric vehicles' consumer behaviour: Mapping the practitioners to consolidate the research agenda. Journal of Cleaner Production, 410, p.137210.
Butu, A., Brum?, I.S., Tanas?, L., Rodino, S., Dinu Vasiliu, C., Dobo?, S. and Butu, M., 2020. The impact of COVID-19 crisis upon the consumer buying behavior of fresh vegetables directly from local producers. Case study: The quarantined area of Suceava County, Romania. International journal of environmental research and public health, 17(15), p.5485.
Cakranegara, P.A., Kurniadi, W., Sampe, F., Pangemanan, J. and Yusuf, M., 2022. The Impact Of Goods Product Pricing Strategies On Consumer Purchasing Power: A Review Of The Literature. Jurnal Ekonomi, 11(03), pp.1115-1120.
Dannemiller, K.A., Mondal, A., Asmussen, K.E. and Bhat, C.R., 2021. Investigating autonomous vehicle impacts on individual activity-travel behavior. Transportation Research Part A: Policy and Practice, 148, pp.402-422.
Darmawan, D., 2019. The effect of customer satisfaction on trust and customer loyal. Management & Accounting Research Journal, 3(2).
Ebrahimi, P., Khajeheian, D., Soleimani, M., Gholampour, A. and Fekete-Farkas, M., 2023. User engagement in social network platforms: what key strategic factors determine online consumer purchase behaviour?. Economic Research-Ekonomska Istraživanja, 36(1), p.2106264.
Eger, L., Komárková, L., Egerová, D. and Mi?ík, M., 2021. The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and consumer services, 61, p.102542.
Eugensson, A. and Ivarsson, J., 2023. What the Car Industry Can Do: Volvo Cars 23. The Vision Zero Handbook, p.687.
Farooq, Y. and Wicaksono, H., 2021. Advancing on the analysis of causes and consequences of green skepticism. Journal of Cleaner Production, 320, p.128927.
Gerlich, M., 2023. The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8), p.178.
Guo, Y., Souders, D., Labi, S., Peeta, S., Benedyk, I. and Li, Y., 2021. Paving the way for autonomous Vehicles: Understanding autonomous vehicle adoption and vehicle fuel choice under user heterogeneity. Transportation Research Part A: Policy and Practice, 154, pp.364-398.
Hendren, K., Newcomer, K., Pandey, S.K., Smith, M. and Sumner, N., 2023. How qualitative research methods can be leveraged to strengthen mixed methods research in public policy and public administration?. Public Administration Review, 83(3), pp.468-485.
Hoang, T.T., Pham, T.H. and Vu, T.M.H., 2022. Examining customer purchase decision towards battery electric vehicles in Vietnam market: A combination of self-interested and pro-environmental approach. Cogent Business & Management, 9(1), p.2141671.
Jha, C., 2023. DIRECT-TO-COMSUMER MODEL IN THE AUTOMOTIVE INDUSTRY The impact of transition to a direct-to consumer business model by an incumbent manufacturer on its retailers: a case study of Volvo Cars (Master's thesis).
Keszey, T., 2020. Behavioural intention to use autonomous vehicles: Systematic review and empirical extension. Transportation research part C: emerging technologies, 119, p.102732.
Kim, S.H., Mokhtarian, P.L. and Circella, G., 2020. Will autonomous vehicles change residential location and vehicle ownership? Glimpses from Georgia. Transportation Research Part D: Transport and Environment, 82, p.102291.
Köhler, T., Smith, A. and Bhakoo, V., 2022. Templates in qualitative research methods: Origins, limitations, and new directions. Organizational Research Methods, 25(2), pp.183-210.
Kopplin, C.S. and Rösch, S.F., 2021. Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y. Journal of Retailing and Consumer Services, 63, p.102692.
L?z?roiu, G., Neguri??, O., Grecu, I., Grecu, G. and Mitran, P.C., 2020. Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, p.890.
Lê, J.K. and Schmid, T., 2022. The practice of innovating research methods. Organizational Research Methods, 25(2), pp.308-336.
Luo, P., Luo, M., Li, F., Qi, X., Huo, A., Wang, Z., He, B., Takara, K., Nover, D. and Wang, Y., 2022. Urban flood numerical simulation: Research, methods and future perspectives. Environmental Modelling & Software, 156, p.105478.
Mappesona, H., Ikhsani, K. and Ali, H., 2020. Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis. International Journal of Supply Chain Management, 9(1), pp.592-600.
Massar, M., Reza, I., Rahman, S.M., Abdullah, S.M.H., Jamal, A. and Al-Ismail, F.S., 2021. Impacts of autonomous vehicles on greenhouse gas emissions—positive or negative?. International Journal of Environmental Research and Public Health, 18(11), p.5567.
McLeay, F., Olya, H., Liu, H., Jayawardhena, C. and Dennis, C., 2022. A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles. Technological Forecasting and Social Change, 174, p.121252.
Mensah, K. and Amenuvor, F.E., 2021. The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy. Journal of Financial Services Marketing, pp.1-16.
Milev, M. and Solongo, B., 2020. Automotive Manufacturers: Branding Strategy and Consumer Perceptions around the Globe: Volvo Case Study.
Mishra, S.B. and Alok, S., 2022. Handbook of research methodology.
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems, tasks and methods.
Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology, perspectives and application. Systematic reviews in educational research: Methodology, perspectives and application, pp.3-22.
Park, J., Hong, E. and Le, H.T., 2021. Adopting autonomous vehicles: The moderating effects of demographic variables. Journal of Retailing and Consumer Services, 63, p.102687.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. and Siqueira-Junior, J.R., 2020. Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
Potoglou, D., Whittle, C., Tsouros, I. and Whitmarsh, L., 2020. Consumer intentions for alternative fuelled and autonomous vehicles: A segmentation analysis across six countries. Transportation Research Part D: Transport and Environment, 79, p.102243.
Rausch, T.M. and Kopplin, C.S., 2021. Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278, p.123882.
Reddy, K., 2021. A study on customer purchase decisions on automobiles with reference to greater hyderabad limits.
Relawati, R., Ariadi, B.Y. and Purwono, B.S.A., 2020. The Factors Affecting Green Consumer Behavior: Evidence from Malang, East Java, Indonesia. TEST Engineering & Management, 82, pp.7560-7570.
Sawang, S., Lee, C.C., Chou, C.Y., Vighnesh, N.V. and Chandrashekar, D., 2023. Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers. Journal of Retailing and Consumer Services, 75, p.103482.
Shahab, M.H., Ghazali, E. and Mohtar, M., 2021. The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda. International Journal of Consumer Studies, 45(4), pp.664-689.
Shen, B., Tan, W., Guo, J., Zhao, L. and Qin, P., 2021. How to promote user purchase in metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), p.11087.
Simbolon, F.P., Handayani, E.R. and Nugraedy, M., 2020. The influence of product quality, price fairness, brand image, and customer value on purchase decision of toyota agya consumers: a study of low cost green car. Binus Business Review, 11(3), pp.187-196.
Streimikiene, D. and Ahmed, R.R., 2021. The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models. Oeconomia Copernicana, 12(1), pp.125-157.
Strijker, D., Bosworth, G. and Bouter, G., 2020. Research methods in rural studies: Qualitative, quantitative and mixed methods. Journal of Rural Studies, 78, pp.262-270.
Stylidis, K., Hoffenson, S., Rossi, M., Wickman, C., Söderman, M. and Söderberg, R., 2020. Transforming brand core values into perceived quality: a Volvo case study. International Journal of Product Development, 24(1), pp.43-67.
Šuteková, H., 2019. APPLICATION OF THE MOTIVATIONAL THEORY TO THE CUSTOMER’S BUYING DECISION-MAKING MODEL. Marketing Identity, 7(1), pp.737-756.
Vaughn, L.M. and Jacquez, F., 2020. Participatory research methods–Choice points in the research process. Journal of Participatory Research Methods, 1(1).
Wang, X., Wong, Y.D., Li, K.X. and Yuen, K.F., 2020. This is not me! Technology-identity concerns in consumers’ acceptance of autonomous vehicle technology. Transportation research part F: traffic psychology and behaviour, 74, pp.345-360.
Yuen, K.F., Huyen, D.T.K., Wang, X. and Qi, G., 2020. Factors influencing the adoption of shared autonomous vehicles. International journal of environmental research and public health, 17(13), p.4868.
