Investigation into Consumer Attitudes towards Electronic Cars in the UK Car Industry

This dissertation investigates the ways to change consumer attitudes towards electronic cars in the UK car industry, with a focus on Aston Martin. The literature review discusses the conceptual framework of consumer attitudes towards the UK car industry and effective ways to change consumer attitudes towards electronic cars. The research aim and objectives, research rationale and significance, and outline of the chapters are also presented.

INVESTIGATION INTO CONSUMER ATTITUDES TOWARDS
ELECTRONIC CARS IN THE UK CAR INDUSTRY
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Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Overview of the topic............................................................................................................3
1.2 Background of the company..................................................................................................3
1.3 Research questions.................................................................................................................4
1.4 Research aim and objectives..................................................................................................4
1.5 Research rationale and significance.......................................................................................4
1.6 Outline of the chapters...........................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction to the literature review......................................................................................7
2.2 Conceptual framework of consumer attitudes towards UK car industry...............................7
2.3 Effective ways that are used by electronic cars within UK car industry for changing
consumer attitudes.......................................................................................................................9
2.4 Advantages of changing consumer behaviour for Aston Martin as a UK car industry.......10
2.5 Major challenges that would be faced by Aston Martin in attracting customers towards
electronic car..............................................................................................................................11
2.6 Conclusion of the literature review......................................................................................12
REFERENCES..............................................................................................................................14
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CHAPTER 1: INTRODUCTION
1.1 Overview of the topic
Attitude plays a vital role when they are purchasing any product and service. Consumer
buying behaviour is very important and the sale of the organisation depends upon it. Gone are
the days when consumer does not have any knowledgeable about the auto mobiles. In recent time
with the change in taste and preference of the buyer’s auto mobiles industry also gain many
importance. It becomes very crucial for the companies to pay attention on the attitude and
behaviour of the consumer before manufacturing any cars or auto mobiles. If we talk about the
UK car industry than for them consumer attitude is so vital because their sale and market image
depends upon that (Zhang, Zhang and Zhou, 2021). Some of the UK car industry like Aston
martin, Bentley, Land rover and jaguar always try to create positive consumer attitude towards
their organisation so that they can provide a tough competition to the firms. There are three
elements which is very important for consumer attitudes. These three are Cognitive information,
Affective information and information Concerning. The past behaviour and future intentions of
the buyers also inclined when they are purchasing car. With the change in the time there is a
positive attitude of the consumer toward the UK car industry because the nation is one of the best
infrastructure producer. The technological advancement they do is not be able to compare with
the other care manufacture of another nation. The feature, model, colour and the speed they
works are so damn good that the other competitor that lies within the industry are also try to
build and innovate in it.
1.2 Background of the company
Aston martin is the public limited company. The full name of the company is Aston martin
Lagonda. It is a British international sports car brand. They manufacture variety of luxury sports
cars and Grand tourers. The organisation was founded on 15th January 1913. Lionel martin and
Robert Bamford are the founders of the company. The headquarter of the company is suited at
Gaydon, Warwickshire, England, United Kingdom. In the year 2020 the company has a net
revenue of £611.8 million (A brief history of Aston Martin, 2021). Aston martin is listed at
London stock Exchange and it is the Constituent of FTSE 250 Index. In the recent time the
company has the vision that by 2025 they will be manufacturing electric vehicle in both of their
factories suited at Gaydon and St Athan factories. The company sale their products and services
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all over the world. The brand has more than 160 cars dealers across 53 countries. In the year
2003 the organisation has received an award from Queen's Awards for the best enterprise. This
honour is given for outstanding contribution for international trade. The car they produce is
regarded as the one of the British cultural icon. In the past time there were seven bankruptcies
that were took place but the company has survived all the debts.
1.3 Research questions
 What is the conceptual framework of consumer attitudes towards UK car industry?
 What are the effective ways that are used by electronic cars within UK car industry for
changing consumer attitudes?
 What are the advantages of changing consumer behaviour for Aston Martin as a UK car
industry?
 What are the major challenges that would be faced by Aston Martin in attracting
customers towards electronic car?
1.4 Research aim and objectives
Research aim:
The aim of the current investigation is “To identify the ways for changing consumer
attitudes towards electronic cars within UK car industry: A study on Aston Martin
Research Objectives:
 To study the consumer attitudes towards UK car industry
 To identify the ways for changing consumer attitudes towards electronic cars within UK
car industry
 To examine the benefits of changing consumer behaviour for Aston Martin as a UK car
industry
 To determine the challenges that would be faced by Aston Martin in attracting customers
towards electronic car
1.5 Research rationale and significance
Main rationale behind conducting this research is to determine the ways that helps UK car
industry in changing consumer behaviour towards electronic cars. Todays, it is a biggest task for
an organisation about how to change consumer behaviour towards electronic cars. It is important
for the company to provide quality in their services or products to the customers because it helps
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them in changing consumer behaviour easily (Carmichael and et. al., 2021). Along with this,
current research is important for various stakeholders that are consumers, Aston Martin, UK car
industry, researcher and students. For researcher, present investigation is highly significant for
them by improving their research skills that are data collection, time management, decision
making, presentation and many others. For consumers, this research facilitates them by providing
accurate information regarding the electronic cars. For Aston Martin, current research helps them
in increasing customer loyalty that turn to impact over business growth and success of company.
For students, present investigation assists them in increasing their knowledge about the ways for
changing consumer attitudes towards electronic cars within UK car industry.
1.6 Outline of the chapters
This is an important part of the dissertation because it helps in identifying the significance of
all chapters in completing full dissertation systematically. All these chapters are explained along
with their requirements in current research. These are;
Introduction: This is a first chapter that includes various information that are overview of
the topic, background of the company, research questions, research aim and objectives and many
more. All these are accurate and reliable information that helps researcher in doing another
chapters systematically.
Literature review: This is a second chapter that helps researcher in gathering secondary
information from available sources that are books, articles, journals etc. These are main and
useful sources as well as helps investigator in gathering in-depth information about the ways for
changing consumer attitudes towards electronic cars within UK car industry.
Research Methodology: This is an important chapter because it includes various
methodologies that would resulted in collecting accurate information about the topic (East and et.
al., 2021). These methodologies are deductive approach, positivism philosophy, quantitative
research, questionnaire etc. All these are main methodologies that helped researcher in achieving
research aim and objectives in successful manner.
Data analysis and interpretation: This is another chapter that assist researcher in
evaluating gathered information via research analytical tool. Within this dissertation, quantitative
data will be collected from questionnaire and for evaluating this, frequency distribution analysis
is applied by investigator. This is an analytical technique that facilitate researcher in evaluating
gathered information successfully.
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Conclusion and recommendations: This is a last chapter of the dissertation that includes
information regarding all chapters in systematic as well as successful way. In conclusion,
information regarding each chapters are concluded systematically that assist in identification of
the research outcomes. In recommendations, some appropriate suggestions will be given to the
research organisation i.e. Aston martin for changing consumer buying behaviour towards the
brand.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction to the literature review
Literature review introduces to the process of gathering secondary information through
various sources. These sources are books, peer-reviewed articles, journals, magazines and many
others. All these are effective and useful sources that helps researcher in collecting secondary
and in-depth information about the topic. The literature review has main purpose is to identify
the research gap. In this research, main gap is there was lack of information regarding the ways
for changing consumer attitudes towards electronic cars within UK car industry (Fletcher, 2021).
In previous studies, there was lots of data available about the benefits of changing consumer
behaviour towards a particular problem. This is a main gap and for addressing this, there are
some points that are addressed as below;
2.2 Conceptual framework of consumer attitudes towards UK car industry
According to the Ju, Lee and Kim (2021), consumer in the UK sector are more inclined
towards the car industry. The buyers there are looking for the transparency, sustainability and
efficient car for their convenience so that they can provide sustainability toward the environment.
But when the Brexit was announced over 60 percent of UK car buyers are being effected. There
behaviour has influenced a lot. In the recent time car sector has seen a fall of 5 percent due to
various uncertainty. In the past few years the challenges that are being faced by the UK has force
the consumer to change their perception and attitude towards the care. The problem that are
faced by them are Brexit, coronavirus pandemic and rise in the price of petrol and diesel. They
are weakening their confidence level to buy the car because of the thought if the price increases
and their spending lower down then how they will manage all this.
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Figure 1: Conceptual framework of consumer attitudes towards UK car industry
(Source: Conceptual framework of consumer attitudes towards UK car industry, 2021)
From the above mentioned conceptual framework, it has been interpreted that there are
different ways that helps UK car industry in changing the consumer behaviour towards the
brand. These ways are offering safe driving, adopting cost effective strategy, providing more
convenient services and many others. All these are effective and essential ways that helps in
increasing number of customers towards the brand that resulted in increasing sales of Aston
martin. There are also various advantages of changing consumer behaviour towards UK car
industry. These are ensuring customer satisfaction, retaining customer, facilitate in formulating
right marketing strategy and allowing to understand the process.
As per the opinion of Kim (2021), buyers perception about the Car industry vary from the
taste and preference they want. Some of the consumer buy fancy car while some love sports car.
In the recent study it is found that attitude of the consumer while purchasing car depends upon
the market condition and the option available to them. It is seen that most of the people do fancy
shopping were they visit the showroom and then compare the price from the online option
available to them and they purchase from there were more options and low price is available.
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The consumer wants those cars which is good in quality as well as give them long term benefit.
There is different factor that influence their buying behaviour some of them are as social factor,
physiological factor. The income, quality, substitute are all the elements which are important. In
UK the buyers will buy car from those brand which provide them the environmental friendly
automobiles. The people over there are more concern about the health and surrounding. The next
factor is that infrastructure and the technology advancement that are being in the car is more
important. If the companies want to increase their sale, then they need to provide the advance
features and technology to their buyers because this plays a vital role in making a purchasing
decision. The salesperson of the organisation also influences the consumer attitude. The
marketing employee is so good that they do not create a bad or negative behaviour because their
skills and knowledge about the car turns down the perceptions of the buyers.
2.3 Effective ways that are used by electronic cars within UK car industry for changing
consumer attitudes
As per the viewpoint of Kuusela (2021), there are various ways through which consumer
attitude towards the electric cars within UK car industry can changed. It is important for Aston
Martin to change the consumer attitude towards electric car in order to increase customer base
and profitability of business. Buying electric vehicle is considered as time consuming process
because buyers have to consider several internal and extremal factors that creates an impact on
their decision. One of the recognised UK car industry is Aston Martin, it is important for
company to focus on changing the attitude of consumers regarding the electronic cars. According
to the market research it is being identified that female buyers of car gives importance to features
like efficiency, affordability and safety whereas male buyers generally prefer aesthetics,
specification and performance. Male buyers generally interested in electric vehicles due to which
organisation must focus on attracting male consumers in order to increase the sale and
profitability of electric vehicle. In order to change the attitude of consumers towards electric cars
Aston martin must focus on implementing these factors:
Provide more convenient services is one of the factor which must be implemented by
car industry in UK. While offering electric cars, it is necessary to provide more convenient
services to people so that they can easily recharge their car. UK Car industry must focus on
providing charging station in order to recharge electric cars. One of the main benefit of electric
cars is that consumers no longer need to run fuel station to recharge car.
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Offer safe driving is also a factor which must be implemented by UK car industry as it
helps in attracting more and more customers towards the electric cars. Organisation must provide
assurance to consumers that they will remain safe while driving electric cars (Li and Jaharuddin,
2021). While launching the electric cars in market, company conduct fitness and testing
procedures test in order to determine its safety. UK car industry must focus on offering safe
driving facility to consumers as it helps in changing the attitude and also increase the customer
base. Electric cars are generally safer to use and offer lower centre of gravity which helps in
making car more stable on road.
Cost effective strategy is another way through which company can change the attitude
of consumers towards the electric cars. Organisation must attract its customer by offering electric
car at affordable price. The mass production of batteries generally reduces the cost which helps
in making more cost effective product. People generally get attracted when the product is within
their budget. Electric cars are usually considered as costly so by offering cars according to the
budget of people can help in increasing the profitability and growth of UK cars industry.
2.4 Advantages of changing consumer behaviour for Aston Martin as a UK car industry
According to Liao (2021), there are various benefits of changing consumer behaviour for
Aston Martin as a UK car industry. It is the responsibility of company to focus on changing
consumer behaviour in order to improve the performance and productivity of business. If the
behaviour of consumer is positive towards the brand it helps in increasing the customer base and
also attract more and more people towards electric cars. UK car industry must focus on changing
the behaviour of consumers for increasing the profitability of business. The benefits which is
gained by UK car industry while changing the consumer behaviour are as follows:
Ensure customer satisfaction is one of the benefit which can be gained by UK car
industry while changing customer behaviour. UK electric car manufacturing company can satisfy
the customer by changing their behaviour. If the perception of customer gets changed while
purchasing the electric car it helps in increasing the profitability and growth of company. It is
important for organisation to satisfy the customer in order to enhance customer base and improve
the productivity of business.
Retaining customer is other benefit which can be avail by car industry in UK as when
customer is highly satisfied with the electric cars it helps in increasing the sale of company and
also make consumers loyal towards the brand. Customer behaviour helps in creating and
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retaining people due to which organisation can maximise its profitability. It is important to make
customers happy with electric cars so that they can repeat the purchase (Maeng, Kim and Cho,
2021). Aston Martin must focus on understanding and paying attention towards the buying
behaviour of consumers.
Helps in formulating right marketing strategy is also a benefit which is gained by UK
car industry while changing the behaviour of consumers. Aston martin can formulate right
marketing strategy in order to promote their electric car and enhance the sale of its products. It is
important to understand the behaviour of consumer so that company can identify the buying
decision of people and also promote sales of electric cars. While formulating the right marketing
strategy, UK car industry can reach to target audience and also spend their money at right place.
It helps in giving measurable outcome and keeps marketing consistent due to which company
can earn trust and gain reputation in market.
Allows to understand the process is another benefit which can be avail by UK car
industry. When company identify the need and preference of customer, it becomes easy to search
for the solution and attract more and more customer towards the brand (Thøgersen, 2021).
Organisation can make changes according to the taste and preference of buyers in order to
improve the sale of business. It is important for Aston martin to explain their electric car in easy
and understandable way so that they can influence the buying behaviour of consumers. Through
understanding the process, company can meet quarterly goals and boost their reputation in
market which helps in attracting more and more people towards the brand.
2.5 Major challenges that would be faced by Aston Martin in attracting customers towards
electronic car
As per the opinion of Mandys (2021), there are various challenges which are faced by
Aston Martin while attracting customer towards the electric cars. In order to attract the customer,
it is important to focus on overcoming the challenges. There are several challenges which are
associated with electric vehicle design such as high cost, inadequate charging infrastructure, long
charging time, limited driving range and battery issues. It is necessary for company to overcome
these issues in order to sustain in market for long run and gain competitive advantage in terms of
electric vehicles. The other listed issues regarding the electric vehicles are lack of infrastructure
and charging stations, the company also face issue related to power semiconductors and other
devices.
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Shorter driving range and degrading batteries is one of the challenge which is faced
by Aston Martin in attracting customers towards electric cars. It is one of the top challenges
which is faced by company due to limited driving range of lithium-ion batteries. The battery
design of electric vehicle is limited by mass and size. If there is increased in mass it requires
more energy for vehicle movement and creates a negative influence on vehicle handling, braking
and acceleration. Batteries become less efficient while providing limited driving range (MM,
Wanninayake and Kumari, 2021). It is important for Aston Martin to take guarantee of EV
batteries that they will no degrade below a certain level of time period.
Charging infrastructure is also a challenge which is faced by UK car industry in order
to attract consumers towards electric cars. While offering electric cars, it is important to offer
charging infrastructure in order to make electric vehicles extremely competitive with gas
vehicles. The biggest issue of electric cars is long distance travel where charging station is not
available. Organisation must focus on installing more charging stations for creating robust
charging infrastructure.
Adapting to the fluctuating automotive supply chain is another challenge which is
faced by company while attracting customers. The supplier relationship in electronic vehicles is
different from gas powered vehicles. By adapting fluctuating automotive supply chain,
manufacturer and owner can gain various benefits such as less maintenance, cost reduction and
less cost of ownership. The challenges which are associated with automatise supply chain are
poor visibility and routing of parts, impact of external factors, lack of visibility and high fixed
and variable cost can influence the impact of profitability for automotive manufacturers.
Cost is also a biggest challenge which is faced by UK car industry while attracting more
and more consumers towards the electric cars. Customers generally purchase the vehicle on the
basis of their budget. It is important to identify the right target market who can afford electric
vehicles and improve the sale of company (Moraga-González, Sándor and Wildenbeest, 2021).
Usually, the target customers of electric vehicles are premium class people who like to ride on
electric vehicles. UK car industry must focus on providing electric cars according to the budget
of customers so that they can enhance customer base and improve their profitability.
2.6 Conclusion of the literature review
From the above mentioned literature review, it has been concluded that there are different
ways that helped care industry in changing the consumer behaviour towards specific brand.
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These ways are providing more convenient services, offer safe driving and cost effective
strategy. All these are effective ways that helped car industry in changing the customer
behaviour towards the electric cars. There are various benefits gained by car industry of United
Kingdom by changing customer behaviours. These are ensuring customer satisfaction, retaining
customer, helps in formulating right marketing strategy and allows to understand the process.
Apart from this, there are different challenges faced by Aston Martin while changing consumer
behaviour towards the electronic cars. These are shorter driving range and degrading batteries,
charging infrastructure, adapting to the fluctuating automotive supply chain and cost. These are
major challenges that have impacted on the business performance and growth of Aston Martin.
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REFERENCES
Books and Journals
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meters via digital comparison tools. Renewable and Sustainable Energy Reviews, 139,
p.110701.
East, R. and et. al., 2021. Consumer behaviour: Applications in marketing. Sage.
Fletcher, A., 2021. Disclosure as a tool for enhancing consumer engagement and
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Ju, N., Lee, K.H. and Kim, S.H., 2021. Factors Affecting Consumer Awareness and the Purchase
of Eco-Friendly Vehicles: A Textual Analysis in Korea. Sustainability, 13(10), p.5566.
Kim, H., 2021. Personalization of Electric Vehicle Accelerating Behavior Based on Motor
Torque Adjustment to Improve Individual Driving Satisfaction. Sensors, 21(12), p.3951.
Kuusela, K., 2021. The Consumer Decision Journey in Car Financing and the Challenges of
Selling Private Leasing.
Li, S. and Jaharuddin, N.S., 2021. Influences of background factors on consumers’ purchase
intention in China’s organic food market: Assessing moderating role of word-of-mouth
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Liao, Y., 2021. Intention of consumers to adopt electric vehicle in the post-subsidy era: evidence
from China. International Journal of Sustainable Transportation, pp.1-24.
Maeng, K., Kim, W. and Cho, Y., 2021. Consumers’ attitudes toward information security
threats against connected and autonomous vehicles. Telematics and Informatics,
p.101646.
Mandys, F., 2021. Electric vehicles and consumer choices. Renewable and Sustainable Energy
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MM, T.P., Wanninayake, W.M.C.B. and Kumari, D.A.T., 2021. Status and Conspicuous
consumption: Understanding consumers’ Psyche. Reference to luxury car brands. Asian
Journal of Interdisciplinary Research, 4(1), pp.01-10.
Moraga-González, J.L., Sándor, Z. and Wildenbeest, M.R., 2021. Consumer search and prices in
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Thøgersen, J., 2021. Consumer behavior and climate change: Consumers need considerable
assistance. Current Opinion in Behavioral Sciences, 42, pp.9-14.
Zhang, B., Zhang, Y. and Zhou, P., 2021. Consumer attitude towards sustainability of fast
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Online
A brief history of Aston Martin. 2021. [Online]. Available Through:<
https://www.osv.ltd.uk/brief-history-of-aston-martin/>
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