Consumer Behaviour of Automobile Sector: Tesla

Running head: CONSUMER BEHAVIOUR OF AUTOMOBILE SECTOR
Consumer Behaviour of Automobile Sector: Tesla
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1CONSUMER BEHAVIOUR OF AUTOMOBILE SECTOR
Executive summary
The paper is about understanding the aspects, which influence consumer behaviour
while deciding a car, which falls under the category of luxury and energy efficient at the
same time. The chosen company is Tesla motors and the study is a discussion of dynamic
preferences of consumers and recent trends of luxurious car market. This report has tried to
find out what are the sources of motivation for a consumer while choosing a Tesla car. As
social media plays a crucial role in this case; hence, its influence has been discussed in detail
too. Towards the end of report, a summary has been drafted regarding characteristics of an
ideal consumer of an energy efficient sports car.

2CONSUMER BEHAVIOUR OF AUTOMOBILE SECTOR
Table of Contents
Introduction....................................................................................................................3
Profiles...........................................................................................................................3
Demographic..............................................................................................................3
Geographic.................................................................................................................3
Psychographic............................................................................................................4
Perception of brand........................................................................................................5
Influence from various groups and social media...........................................................5
Price hike of gasoline and demand of eco-friendly vehicle.......................................5
Maslow’s hierarchy of needs.....................................................................................6
Influence from social media.......................................................................................7
An ideal consumer for Tesla..........................................................................................8
Conclusion......................................................................................................................8
References......................................................................................................................9

3CONSUMER BEHAVIOUR OF AUTOMOBILE SECTOR
Introduction
The purpose of this paper is to prepare specific consumer profile of Tesla motors
according to the demographic, geographic and psychographic aspects. It will further
elaborate perception of the products among the targeted customer base. This report will try to
find out what are the sources of motivation for a consumer while choosing a Tesla car. Social
media plays a crucial role in this case; hence, its influence will be discussed in detail too.
Towards the end of report, a summary is going to be drafted regarding characteristics of an
ideal consumer.
Profiles
Demographic
It is universally acknowledged that Canadians tend to shop goods with high price if it
is worth the money. In general, they consistently look for a good quality product at a
convenient price and preferably through physical mode. However, this is partly true in case of
rich influential Canadian community when it comes to luxury or sports cars. Therefore, Tesla
targets the rich and affluent families, businesses and individuals who have special
considerations for electronic sports vehicles. The demographic orientation of Canadian
electronic motor customers is dependent on few aspects. People irrespective of gender, aged
from 25 to 45, mostly belong to nuclear higher-class families with high income; believe in
spending for premium quality electric drives, which are sporty and luxurious in their
specifications.
Geographic
Electric car owners mostly live in Canadian Urban and suburban areas. There are
confusion among them in terms of its utility in winter until they realised the fact that those
heated batteries are capable of working in freezing cold weather too. However, they have felt