To hybrid vehicle users survey profile research: Toyota example

The purpose of this study is to investigate the factors that affect purchasing behavior of consumers who buy hybrid vehicles that are increasingly preferred in recent years in Turkey. Survey method is chosen to collect data about consumer demographics and factors that influence purchase decision. Data have been collected from 261 people who currently drive Toyota hybrid vehicles in Ankara. It has been found that middle-aged consumers show more concern about environmental hazards than younger ones. In addition, brand loyalty and design of the hybrid vehicle are important factors for all age groups in purchasing. Men more than women see their cars as status symbols and pay more attention to design. Women are more influenced by advertising, close friends and family than men in their purchasing behavior. The study concluded that different consumer groups depending on their gender and age groups exhibit different purchasing behavior.