Factors Affecting Customers Motivation and Choice of Hybrid Car in Australia.
In the last year, the Australia motor Market has seen an increase in the sale of Hybrid cars. (Car Advice AU, 2020) The Toyota Prius (‘Prius’ for purposes of the study) has also experienced an increase in sales. However, compared to other forms of Toyota Hybrid vehicles such as the Hybrid Toyota Rav4 the model seems to be experiencing a surge in sales.
Car advice Australia recorded that the Rav4 represents over forty percent of total sales of the Hybrid while the Toyota Prius only has below one percent. Despite its glory days, the car has experienced a steady decline in sales since 1997. Hence, the company aims to discover the
motivations of customers in purchasing hybrid cars and what they miss in the Prius in particular.
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