Driving Schools Buying Behavior
Mbewe, Kelvin (2011)
Mbewe, Kelvin
Laurea-ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011112515589
https://urn.fi/URN:NBN:fi:amk-2011112515589
Tiivistelmä
The purpose of this thesis is to understand driving schools’ buying behavior when buying auto-mobiles from car dealers and to understand the motives of the people responsible for making such decisions and how driving schools prefer to acquire automobiles from car dealers. These were the main research problems that required quantitative research to conclude.
The theoretical chapter of the thesis discusses the principles that influence an organization’s buying behavior, the buying center, marketing communication and social media marketing. This discussion helps to clarify the research problems under study.
The information in the theoretical chapter was drawn from books, publications, internet sources and the quantitative research data was collected using a semi-structured questionnaire from the target market in Espoo city. Data for the research was analyzed using PASW 18.0 software and MS Excel 2007 because these tools produce results in graphs and charts that are easy to read and understand.
The research results revealed that the buying center in driving schools tend to comprise the Chief Executive Officer (CEO), and other employees such as driving Instructors, secretaries and freelancers. Together they contribute their expertise, knowledge and experience to the buying center in analyzing a vehicle to be bought. The chief executive officer makes the purchasing decision of the vehicle with the help from the driving instructors.
The research revealed that the CEO’s of driving schools and driving instructors preferred to receive marketing information about vehicles from car dealers by personal visits from car deal-ers, and through newspapers and magazine advertisements. The companies’ chief executive officers preferred to acquire vehicles by purchasing rather than leasing.
The theoretical chapter of the thesis discusses the principles that influence an organization’s buying behavior, the buying center, marketing communication and social media marketing. This discussion helps to clarify the research problems under study.
The information in the theoretical chapter was drawn from books, publications, internet sources and the quantitative research data was collected using a semi-structured questionnaire from the target market in Espoo city. Data for the research was analyzed using PASW 18.0 software and MS Excel 2007 because these tools produce results in graphs and charts that are easy to read and understand.
The research results revealed that the buying center in driving schools tend to comprise the Chief Executive Officer (CEO), and other employees such as driving Instructors, secretaries and freelancers. Together they contribute their expertise, knowledge and experience to the buying center in analyzing a vehicle to be bought. The chief executive officer makes the purchasing decision of the vehicle with the help from the driving instructors.
The research revealed that the CEO’s of driving schools and driving instructors preferred to receive marketing information about vehicles from car dealers by personal visits from car deal-ers, and through newspapers and magazine advertisements. The companies’ chief executive officers preferred to acquire vehicles by purchasing rather than leasing.