Self-image congruence is an important phenomenon that brand
marketers try hard to exploit in various consumer markets. Self Image
congruence is basically how an individual perceives things and how it alters
their behaviour in the marketplace. As mentioned in the case study, people are moving
from an age of ownership to an age of access/utility. Self image congruence
here depicts how an individual perceives a car; for some it is a status symbol
but for others it’s a means of access or utility. Americans do love cars but it
certainly drains their time and money and this is where car sharing attracts
the people. Car sharing gives a short term relationship like getting a motel
room instead of buying a house. People for whom money is more important prefer
car sharing because the costs are way too less than owing a car. The initial
membership fee is less, discount packages on weekdays as well as weekends and less
time to commute all of these factors attracts the customers. The larger the
fleet, the greater is the ability to spread the costs over technology and
personnel.                 There are
people who are fond of reading books, watching movies, so car sharing provides
this. 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. In case of
drink and drive also car sharing is beneficial. Traffic congestion has led
people to shift to car sharing. Young professionals are more inclined towards
car sharing as they have a mindset to access things not own them. Public
transport is expensive in some places so this can make car sharing more
attractive. Congested
cities, with increased traffic and pollution, penalise car ownership while
customers are encouraged to use car sharing. With most car sharing programs one
can build a history of insurance without paying extra money. People who are
physically disabled can be targeted as car sharing is a good option for them. Car
sharing companies can design various programs for different sets of people like
office going, students, physically disabled, older people offering some
benefits that are suitable for them. One can decide which program best suits
them.