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

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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