In our opinion, it is impossible to change ingrained consumer behaviour in a short time. Deep-seated behaviour structures are usually connected to a lot of factors, not just depending on the individual but also factors that depend on social aspects. Ingrained consumer behaviour is depending on the social status of the individual and what is seen as social acceptable. In the case study model this means for example if the possession of a car ensures this social status or even secures a higher position in society it is more likely that the person rather buys a car to own it instead of using the car rental system explained before. Further habits are an important factor in the decision if Flexcar should be used or not. If the consumer is used to have an own car that he can use also spontaneous without planning before, it is more likely that he sticks to that habits and act as usual. Further psychographic aspects can influence the decision taken to rent or possess a car. If the person is highly interested in cars it is likely that he or she decides to buy a certain type of car and uses it rather as an extension of his or her personality. So, in this case, the preferences will lead to the decision to buy and own a car instead of renting it. Even demographic factors can influence such a decision. In case the customer is an elderly person it might be more likely that this person is used to possess a car due to the social environment he or she grew up with. At this time it was not usual to rent a car so maybe this person will not be open minded to this concept of innovative car renting. So concluding it can be said that it is not easy to change ingrained behaviour overnight due to many facts. So it is likely that a new launch of a product is depending on the customer and therefore needs time.
To find a solution for this occurring problem it is important “to carve out a profitable niche by finding a very specific market that might be more conducive to change”. (Entrepreneur.com, 2003) In this particular case mentioned above it could be solved by focusing on smaller businesses that can not afford an own fleet or organizations. For this specific target group, it is important that their consumer behaviour is not reliant on individuals and the behaviour is not seated. There are different aspects that have to be taken into account to see if it is truly possible to change the behaviour to push a new product to the marketplace. First of all the criteria for acceptance of innovation has to be fulfilled. That means how likely is it that the target group accepts and adopts the new product. Further compatibility is important. That means to which degree is the product consistent with consumers values, cognition and behaviour. Additionally, it is important what advantage this product gives the customer compared to the previously used product or concepts. There are lots of other factors, just to name two more there is trialability and simplicity. Concluding it is to say, if this car rental concept should be launched more profitable it should define its target market or even customer more specific. Targeting small companies and going to business- to- business trait is more efficient than focusing on private customers. Further, it has to be targeted in which countries it can be launched, where people can afford to drive or even rent a car or further in which countries it is more likely to possess cars.
entrepreneur.com. 2003. Case study – How do you change ingrained consumer behaviour?. ONLINE Available at https://www.entrepreneur.com/article/63862. Accessed 13 January 2018