Consumer Behaviour: Audi A7

Running Head: AUDI A7 0
CONSUMER BEHAVIOUR

AUDI A7 1
Executive Summary
Audi is a Germany based luxury car company offering products with high quality, design and
technicalities. The company had introduced Audi A7 in 2010, which is an executive range of
car. This report analyzes the target market of Audi A7 along with the marketing messages
and strategies used by the company to attract the target market. To achieve the purpose, four
Ps Marketing Mix approach has been utilized. Through target market analysis, it has been
realized that Audi has segmented its target market for luxury and cozy cars on the basis of
psychographic as well as behavioral factors. It has also been realized that internet, television,
social sites and other promotional sources should be utilized effectively for the purpose of
promoting A7 brand.

AUDI A7 2
Table of Contents
Introduction................................................................................................................................3
Marketing Mix...........................................................................................................................4
Target Market & Strategies (Psychographics or Behavioral)....................................................9
Focus of involvement...............................................................................................................11
Recommendations/Conclusion.................................................................................................11
References................................................................................................................................12

AUDI A7 3
Introduction
Audi is a Germany based luxury car company. The vision of the company is to become a
premium car brand across the world. The company has become a reliable and most popular
brand in the motor vehicle industry. The automobile manufacturers from Germany decided to
design cars to cover the vast market of luxury cars across the world. In 1932, the
amalgamation of NSU, Horch, Wanderer and DKW created Audi AG that has its
headquarters in Bavaria, Germany (audi.com, 2018). Audi brand holds the market by offering
products with high quality, design and technicalities. Audi has become a known trademark
due to its high quality products and for making cars having exceptional power. The
aspirations of the company are to become a leading company amongst automobile industry
and to remain reputable as a premium brand in the market. The company invests a lot of
amount in technical and innovative advancements for the purpose of designing unique and
high quality cars. The models of cars range from A1 to A8, wherein, A8 is a full-size luxury
car along with SUVs and various other models. The company introduced Audi A7 in 2010,
which is an executive range of car with five-door liftback featuring sloping roofline with
sharply raked rear window along with integrated boot lid or Sportback and four frameless
doors (Mayer and Wickern, 2011). The loyal customer base of Audi is because of the majorly
popular products being delivered to the customers. The slogan of the company such as
‘Progress through Technology’ is used by the company for commercial advertisement of its
products in the market.
In this report, the target market of Audi A7 will be analyzed along with the marketing
messages and strategies used by the company to attract the target market.