Understanding Customer Behavior in Purchasing Commercial Vehicles

Commercial vehicle customers exhibit different behaviors compared to passenger car customers. Therefore, it is important to understand their preferences, particularly in terms of customer segmentation, the key influencers affecting decisions, and the channels they rely on for purchases. This understanding enables brands to develop effective marketing strategies to enhance market penetration.

There are three major customer segments differentiated by decision-making factors. Based on the data, customer characteristics are divided into reputation-minded, convenience-minded, and quality-minded segments, each with distinct considerations when selecting commercial vehicles.

• Reputation-Minded:
  Customers in this segment prioritize well-known brands that are widely used as their main consideration.
• Convenience-Minded:
  These customers prefer brands that offer the quickest and easiest services.
• Quality-Minded:
  This segment chooses premium-quality brands, even at higher price points.

The purchasing process for commercial vehicles can be significantly influenced by various parties. The data shows that company ownership or management plays a dominant role in making these decisions.

Owners and managers are the primary decision-makers in selecting commercial vehicles. They are responsible for business strategies and choosing vehicles that effectively support the company’s operations. Additionally, personal factors are significant, indicating that certain individuals within the organization influence the selection of vehicles to meet their specific needs.

When choosing where to purchase commercial vehicles, most customers tend to rely on authorized dealerships. This indicates that customers trust dealerships that have direct support and authorization from manufacturers. This trust is based on the assurance of product quality, strong after-sales service, and ease of obtaining information and technical assistance related to the vehicles.

By understanding these preferences, manufacturers and dealers can enhance their strategies. Marketing strategies should highlight product reliability, efficiency, and brand reputation to meet consumers’ increasing expectations for value and quality. By doing so, manufacturers and dealers can retain and attract more customers while ensuring a satisfying and efficient purchasing experience.