Understanding Millenials Decision Making in Buying Car: Lifestyle and Personality
Ode Pramoedya and Tengku Ezni Balqiah

Universitas Indonesia

Abstract

Millennial consumer has become the trending subject in marketing practice in order to deeper understanding of their consuming behavior. It is believe that the millennial differ between one groups to another. This study aims to analyse the behavior of millennial in Indonesia and identify the factors that they concern ini buying car. This study refer to 7Ps marketing mix, personality, and lifestyle on buying their car buying decision. For that purpose, qualitative and quantitative research method were applied on this paper with In Depth Interview of 8 respondents and collect another 300 respondents based of Snowball Sampling through offline & online questionnaire. Factor analysis of the data identified 18 factors that millenials concern in buying car.

Keywords: Millennial,7Ps Marketing Mix, Personality, Lifestyle, Automotive

Topic: Marketing Management