Honda Car Case Study

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Buyer Behavior for Honda Civic Sedan Car
Why do Consumers buy a car or any product? We use the following simple Consumer buying model outlined by William and David to analyze why consumers may be driven to buy a Honda Civic Sedan car (Winer and Dhar, 2011):
Consumer Buying Behavior Model
The model can be divided into 5 main parts:
1. Need recognition
2. Search for alternatives
3. Evaluation of alternatives
4. Purchase and use of the product
5. Post purchase evaluation and feedback

We discuss each part in detail below.
1. Need recognition
A need must arise for a consumer to buy a Honda Civic. This need recognition can arise due to the consumers’:
• Old car has become expensive to maintain, and hence needs replacing
• Family has grown from
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Consumer may use internal and external sources of information before buying a Honda Civic:
Internal sources include:
• Past experience with Honda Civic if they owned it, or the past experience with another model of car.
• Past conversation with experts, and friends who have exposure to Honda Civics. They can outline its benefits and limitations.
External sources include:
• Advice and input from car dealers handling Honda Civics
• Online articles, consumer reports and various websites reviewing Honda Civics. For example, cardriver.com is a website that provides an overview and a comparison of Honda Civics, vs. various other car brands.
• Recommendations from friends, and relatives will be used before formulating a decision
• Advertisements (TV, print, and online media) will play a role in decision making
• A word of mouth recommendation by a friend or person that emphasized the benefits of owning a Honda Civic. E.g. I was recommended by many of my friends in Canada to own a Honda Civic given its fuel efficiency, reliability, and better resale value compared to other brands.

3. Evaluation of alternatives
Based on the research, the customer may form a set of options before making the final
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Before purchases, customers had formed expectations about the car, now they evaluate it based on their experience. Hence, future purchases will depend on this experience.
Gaining this feedback is essential for the maker of cars, as it will help them to refine its products. Such feedback can also be gained through dealers, who provide after sales service for Honda civic owners.
Organizational buying behavior
Organizational buying behavior is similar to individual consumer behavior as described above, but there are however key differences and they stem from the fact that:
1. Organizational customers are companies, and not individuals. Hence we use the terms B2B (Business to Business) marketing or industrial marketing for organizations.
2. Organizational customers are a collection of individuals, who are involved in the purchasing decision. They are sometimes referred to as buying centers (Winer and Dhar,

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