Marketing Communication Strategies for Used Car Purchase Intention: A Case of ABC Automobile Company

Abstract

The research objectives were as follows: 1) To analyze the marketing environment, current situation, and existing problems faced by ABC Automobile Company’s used car products. 2) To determine the segmentation, target, and positioning (STP), and marketing mix (4Ps) of the used car products of ABC Automobile Company and; 3) To analyze the effect of the marketing communication strategies employed by ABC Automobile Company on consumers' intention to purchase used cars. This research adopted a mixed methods approach. Qualitative data were collected by interviewing and quantitative data were collected from 100 samples randomly drawn from the consumers of ABC Automobile Company.

The results of this paper find that: 1) ABC Automobile Company operates within a dynamic marketing environment influenced by various factors such as political policies, globalization impacts, shifting consumer attitudes, and technological advancements. Analysis unveiled several existing problems across different areas including product sourcing, pricing accuracy, channel visibility, sales promotion effectiveness, personnel training, and service process efficiency. 2) Segmentation, targeting, and positioning (STP) have been pivotal to the success of ABC Automobile Company’s used car products. Geographically, the company has focused on online sales to cater to diverse regional preferences. Demographically, its target market comprises individuals aged 31 - 50 seeking affordable options. Psychologically, consumers prioritize price and quality, while behaviorally, they exhibit varied purchasing behaviors. ABC Automobile Company has positioned itself as a market leader, emphasizing transparent pricing and reliable service. The marketing mix (4Ps) strategy involves tailored product offerings, flexible pricing, online sales channels, and comprehensive promotion strategies and; 3) Advertisement significantly influences consumers’ intention to purchase used cars from ABC Automobile Company. However, despite its importance, the model's explanatory power was limited, indicating that other factors also played a crucial role. This highlights the complexity of consumer decision-making processes regarding used car purchases.