The Impact of Automobile Recall on Consumers’ Purchase Decision Making Research

The automobile recall has been implemented in China for more than 10 years, the recall process has entered a mature stage and the recall rate also tends to be stable. However, the automobile recall, quite common in abroad, has a serious impact on the consumer’s purchase decision in the country. In this paper, firstly, analyze the data of automobile recall in the past 10 years; then using the Bayesian formula, to study the possibility change of consumer’s purchase decision under the condition of the automobile recall or not, and to study the impact of the recall on the final purchase decision making under consideration of performance and price.