SELLING THE HARD GOODS THE SOFT WAY: AMERICAN VERSUS FOREIGN CARS

Abstract

This paper reports on research which compared consumers' stated reasons for buying foreign cars (gas mileage, price, quality) with their beliefs as to the kind of person who drove foreign cars as opposed to domestic cars. (Trendy, modern, upscale individuals.) It is then suggested that the status‐heavy motives are the operational ones; that foreign cars are bought for these affective reasons rather than the rational ones consumers believe they used. Possible shifts in marketing strategy to bring it into conformance with the real motives are discussed. Evaluated are; first, making domestic cars appear foreign, second, a head‐on attack and third, a concentrated attack on any existing mechanical or design deficiencies. Finally, some generalization from the automobile history to the product life cycle, in general, is proposed. This suggests that as a sophisticated product matures, appeals must be shifted from technologically oriented promotion to promotion intended to highlight the high status of the owners of the product.