The problem of this thesis is that the investigation is tied to a country that is not fully explored to Volvo Car Corporation at the present time. Differences within culture and attitudes will be important for Volvo Car Corporation to be aware of. Will the new customers emphasize the importance of social or functional needs or do they care for the same attributes as the Swedish buyers do? The purpose of this thesis is to investigate the consumer trends within interior design in the front row of the car among young potential car buyers in China. This will be done in order to gather information that can be interpreted and valuable for Volvo Cars future business decisions. To fulfill the purpose of this theis a deductive approach have been implemented with theories that are drawn from previous research. The theories will be integrated with quantitative findings that the authors have received through a conducted Internet survey. The study was implemented on a group of Chinese students and were then compared to a sample of Swedish students. This was done in order to investigate the different tendencies for the two samples regarding the interior design within a car. The findings shows that there are both similarities and differences between the two samples which dismiss the concept of a Global Teenager. The tendencies that the authors found through the conducted research shows that the hedonic and social factors are emphasised while the utilitarian needs seem to be accounted for as obvious in the majority of cases. The findings further states that there are no strong feelings concerning Roominess and Daily Life Usage. The liking of the smaller car do give a signal that roominess and storage is not of highest importance. These two concepts were not the most preferred interior attributes and were placed in the region from three to five in the ranking. The authors conclusion for Volvo Car Corporation is that the focus should lie on the aspect of a car that generates an emotional attachment to the customer.

Att förstå en konsument och vad som driver den har varit många forskares mål att svara på. Komplexiteten i de mänskliga processerna och konsumentens ständigt utvecklande normer och vanor är även något som försvårar processen att kunna förstå köpmönster och beteenden. Om det gick att förstå konsumenten bättre, så hade både företag och kund kunnat lära känna sig- och sina köpbeteenden bättre. Oftast vet inte ens konsumenten varför dennes konsumtion ser ut som den gör, och om konsumenten skulle ha en lite större förståelse över sin egen konsumtion borde vi kunna se ett mer ansvarsfullt konsumerande och en mer förutsägbar efterfrågan. Konsumenter blir dagligen påverkade av reklam för att konsumera mera vilket sedan styr de olika faktorerna som gör att de konsumerar på olika sätt. Något som har en stor inverkan är kundens första val i en butik vilket kan leda till att konsumenten antingen är konsekvent i sina köp eller konsumerar mer än de egentligen tänkt från första början. Studiens syfte är att påvisa att det finns skillnader i köpbeteendet hos konsumenter som väljer antingen en ohälsosam eller hälsosam vara som sitt första val. Studien har använt sig av en kvantitativ forskningsstrategi med 150 respondenter i en verklig miljö för att kunna återspegla konsumenternas beteende så trovärdigt som möjligt. Studien visar att konsumenter påverkas beroende på vad de gör för första val i en butik. Urvalsgruppen tenderar att fortsätta handla ohälsosamma varor ifall deras första val har varit något ohälsosamt, de förblir alltså konsekventa i sina köpbeteenden. Konsumenter som istället väljer något hälsosamt som första val fortsätter att vara konsekventa och handla en större andel hälsosamma varor resterande tid i butiken. Studien visar även att personer som tar beslutet att handla något tidigare under sin köpresa i butiken, köper sedan fler varor totalt. Studiens empiriska resultat påvisar ännu en gång att konsumenter går att manipulera till att konsumera annorlunda, att val vinner över inställning, och att en ökad förståelse för människan och dess konsumtionsbeteende skulle kunna bidra till en mer ansvarsfull konsumtion. / Understanding a consumer and what drives it has been a goal many researchers strive to answer. The complexity of the human processes and the consumer's ever-evolving norms and habits are also something that makes the process difficult to understand buying patterns and behaviors. If you could understand the consumer better, both companies and customers would have been able to get to know themselves and their purchasing behavior better. Usually, even the consumer does not know why his consumption looks the way it does, and if he could have a little greater understanding of his own consumption, we should be able to see a more responsible consumer and a more predictable demand. Consumers are daily influenced by advertising to consume more, which then controls the various factors that cause them to consume in different ways. Something that has a big impact is the customer's first choice in a store, which can lead to either being consistent in their purchases or consuming more than they actually intended from the beginning.  The purpose of the study is to create an understanding of the difference in the buying behavior of consumers who choose either an unhealthy or healthy item as their first choice. The study has used a quantitative research strategy with 150 respondents in a real-world environment to reflect consumer behavior as credibly as possible. The study shows that consumers are affected depending on what their first choice is in a store. The sample group tends to continue to buy unhealthy goods in case their first choice has been somewhat unhealthy, they remain consistent in their buying behavior. Consumers who instead choose something healthy as their first choice continue to be consistent and shop a greater proportion of healthy products their remaining time in the store. The study also shows that people who make the decision to shop earlier during their purchase trip in the store, then buy more products in total. The study's empirical results show once again that consumers can be manipulated into consuming differently, that choices win over attitudes, and that an increased understanding of the human being and its consumer behavior would probably contribute to a more responsible consumption.