1. the decision to buy and own1. the decision to buy and own

1.     Ingrained consumer behaviour depends on the social status of the individual and what is seen as socially acceptable. For example, In the case study model if the possession of a car ensures this social status in the society it is likely that the person rather buys a car to own it instead of using the car rental system. Further, habits are an important factor in the decision, if Flexcar should be used or not. If the consumer owns a car that can be use spontaneously, it is likely that he sticks to those habits. Further psychographic aspects can influence the decision taken to rent or possess a car. If the person is highly interested in cars it is likely that he decides to buy a certain type of car and uses it rather as an extension of his personality. The preferences will lead to the decision to buy and own a car instead of renting it. Even demographic factors can influence such a decision. In case the customer is an elderly person it might be more likely that this person is used to possess a car due to the social environment he grew up with. At this time, it was not usual to rent a car so this person will not be open to this concept of car renting. Concluding it can be said that it is not easy to change ingrained behaviour overnight. A new launch of a product is depending on the customer and therefore needs time.

To find a solution for this occurring problem it is important “to carve out a profitable niche by finding a very specific market that might be more conducive to change” (Entrepreneur.com, 2003). It could be solved by focusing on smaller businesses that cannot afford their own fleet or. For this specific target group, their consumer behaviour is not reliant on individuals and the behaviour is not seated. There are different aspects to see if it is truly possible to change the behaviour to push a new product to the marketplace. First of all the criteria for acceptance of innovation has to be fulfilled. How likely is it that the target group accepts and adopts the new product? Further compatibility is important. Which degree is the product consistent with consumers values, cognition and behaviour. Additionally, what advantage this product gives the customer compared to the previously used product or concepts. There are lots of other factors, such as trialability and simplicity. If this car rental concept should be launched more profitable it should define its target market more specific. Targeting small companies and going to B2B trait is more efficient than focusing on private customers. Further, it has to be targeted in which countries it can be launched, where people can afford to drive or even rent a car or further in which countries it is more likely to possess cars.

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