Self-image congruence is an important phenomenon that brandmarketers try hard to exploit in various consumer markets. Self Imagecongruence is basically how an individual perceives things and how it alterstheir behaviour in the marketplace. As mentioned in the case study, people are movingfrom an age of ownership to an age of access/utility. Self image congruencehere depicts how an individual perceives a car; for some it is a status symbolbut for others it’s a means of access or utility. Americans do love cars but itcertainly drains their time and money and this is where car sharing attractsthe people. Car sharing gives a short term relationship like getting a motelroom instead of buying a house.
People for whom saving money is more importantprefer car sharing because the costs are way too less than owing a car. The initialmembership fee is less, discount packages on weekdays as well as weekends and lesstime to commute all of these factors attracts the customers. The larger thefleet, the greater is the ability to spread the costs over technology andpersonnel. There arepeople who are fond of reading books, watching movies, so car sharing providesthis. There are apps in which when you login you get cash backs like Uber, Ola.For people who don’t know driving car sharing is a good option.
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In case ofdrink and drive also car sharing is beneficial. Traffic congestion has ledpeople to shift to car sharing. Young professionals are more inclined towardscar sharing as they have a mindset to access things not own them. Publictransport is expensive in some places so this can make car sharing moreattractive. Congested cities,with traffic jams and polluting emittants, penalise car ownership whilecustomers are encouraged to use car sharing. With most car sharing programs onecan build a history of insurance without paying extra money. People who arephysically disabled can be targeted as car sharing is a good option for them.
Carsharing companies can design various programs for different sets of people likeoffice going, students, physically disabled, older people offering somebenefits that are suitable for them. One can decide which program best suitsthem.