Understanding Millenials Decision Making in Buying Car: Lifestyle and Personality

Ode Pramoedya, T. Ezni Balqiah

Research output: Contribution to conferencePaper

Abstract

Millennial consumer has become the trending subject in marketing practice in order to deeper understanding of their consuming behavior. It is believe that the millennial differ between one groups to another. This study aims to analyse the behavior of millennial in Indonesia and identify the factors that they concern ini buying car. This study refer to 7Ps marketing mix, personality, and lifestyle on buying their car buying decision. For that purpose, qualitative and quantitative research method were applied on this paper with In Depth Interview of 8 respondents and collect another 300 respondents based of Snowball Sampling through offline & online questionnaire. Factor analysis of the data identified 18 factors that millenials concern in buying car.
Original languageEnglish
Publication statusPublished - 2018
Event3rd Global Conference on Business, Management and Entrepreneurship (The 3rd GC-BME): Creating Innovative and Sustainable Values-added Businesses in the Disruption Era - ID, Bandung, Indonesia
Duration: 1 Jan 2018 → …

Conference

Conference3rd Global Conference on Business, Management and Entrepreneurship (The 3rd GC-BME): Creating Innovative and Sustainable Values-added Businesses in the Disruption Era
CountryIndonesia
CityBandung
Period1/01/18 → …

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