Tailoring Marketing to Young Chinese Car Buyers: Leveraging Automotive Cultural Experiences and Behavioral Personalities

Abstract

Objective - This study was initiated to develop an alternative positive car-user experience to enhance automotive sales by considering customers’ desires. Method - The study employed the “Systematic Literature Review Synthesis Process,” harnessing the online EAGLE Navigator System to document the literature review synthesis process to identify relevant literature and establish a theoretical background for research ideation. Findings – A theoretical model for combining personal cultural customization, simplicity, accessibility, affordable technology, and sensory modalities could improve the in-car experience and satisfaction of younger Chinese car buyers, thus leading to satisfying car-user purchasing experiences. Novelty - This study breaks new ground by offering a holistic perspective on enhancing the automotive user experience within the context of the Chinese market. An innovative blend of cultural customization and technology accessibility is introduced, which is poised to reshape the automobile industry's engagement with younger consumers in China. Type of Paper: Review JEL Classification: M31, M39. Keywords: Automotive Marketing; Car-User Experience; Young Customers’ Personalities; Automotive Culture; Sustainable Design Informatics Reference to this paper should be made as follows: Jiandou, C; Ibrahim, R; Azmi, A. (2023). Tailoring Marketing to Young Chinese Car Buyers: Leveraging Automotive Cultural Experiences and Behavioral Personalities, J. Mgt. Mkt. Review, 8(3), 104 – 110. https://doi.org/10.35609/jmmr.2023.8.3(2)