Behaviour Element of Marketing

This report analyzes the behaviour of customers towards the purchase of a Lamborghini Aventador. It explores the consumer decision making process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase. It also discusses the psychological influences, such as personality and perception, as well as social influences like social class and family. The report provides recommendations for Lamborghini based on the analysis.

Running head: BEHAVIOUR ELEMENT OF MARKETING
Behaviour Element of Marketing
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Table of Contents
1.0. Company Introduction....................................................................................................2
2.0. Consumer Decision Making................................................................................................2
2.1. Need Recognition100..................................................................................................2
2.2. Information Search......................................................................................................2
2.3. Evaluation of Alternatives...........................................................................................3
2.4. Purchase.......................................................................................................................3
2.5. Post-Purchase..............................................................................................................4
3.0 Psychological Influences.................................................................................................4
3.1. Personality...................................................................................................................4
3.2. Perception....................................................................................................................5
4.0. Social Influences.............................................................................................................7
4.1. Social class..................................................................................................................7
4.2. Family..........................................................................................................................7
5.0. Recommendations...........................................................................................................8
5.1. Recommendation 1......................................................................................................8
5.2. Recommendation 2......................................................................................................9
6.0. Conclusion...........................................................................................................................9
7.0. Reference...........................................................................................................................11

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1.0. Company Introduction
Automobili Lamborghini was founded in the year 1963 by Ferrucio Lamborghini and is
headquartered in Sant Agata Bolognese in the Northern Italy (Angwin et al. 2018). It is an
Italian brand and it mainly manufactures luxury sport cars and supply it worldwide. It is also
to note that this organisation is owned by the Volkswagen Group by means of subsidiary
from the Audi. The brand usually targets the upper-class section of the society that is both
affluent and rich as its target customers. This report is going present a brief analysis of how
the customers behave towards the purchase making of the car- Lamborghini Aventador.
2.0. Consumer Decision Making
2.1. Need Recognition
Need Recognition is the very first step in the consumer buying behaviour and is also
sometimes known as problem identification (East et al. 2016). The strategy towards making
an effective decision is finding out the net outcome which case customer tension and trigger
them for buying the product. It is very essential for the Lamborghini for finding out the
reasons for which the customers are triggered would like to buy its product- Lamborghini
Aventador. Some of them could include:
a) The buyers could follow the trend and then simply like the model compared to other
exotic ones.
b) The fact that the customers can afford Lamborghini, as not everyone can afford such
luxury car
c) The LDS (Lamborghini Dynamic Steering)
d) The markets induce the buyers by the improvement from the rumble engine of
Lamborghini Aventador.
e) The advanced technology with which the car can handle itself on the road

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f) The capabilities of the engine and the speed that it can reach
g) The customers who are not happy with their current car and this triggers their
intention for purchasing the new car.
With the same, the actual state or the problem the consumer is facing is also to be
assessed. It may include:
a) The daily running expenses of car
b) Lot of staring while driving
c) Finding in accredited service centres
d) Delays on the repairing parts to be shipped
All these might seem to be insignificant for owning a Lamborghini for some of the car
lovers. The desired state after buying the car would include:
a) No daily expenses
b) Catching people’s positive attention
c) Easy servicing of the car
d) Fast delivery of the repairing parts of Lamborghini
2.2. Information Search
Information Search is a significant part of the consumer decision making theory. It is to
note that the involvement of consumers with the category of product is one of the important
determination of this process (Barnett et al. 2016). It outlines the process that the customers
would go through for searching for the information related to the car.
a) Internal source- Sense of sub-consciousness among the individuals after reading or
watching an advertisement on the product and as well as its pros and cons (Biswas

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and Roy 2015). The buyers are likely to base on their perceptions in the long run and
being dependent on their memory while researching the car.
b) External source- It includes the perception of the friends, family members, corporate
websites where all the minute details of the car are provided, reading reviews, visiting
the car dealerships and the description about the car from the sales person. Sales
person also allow the customer to test drive (Baumeister 2012).
2.3. Evaluation of Alternatives
It is the third step of the process of customer decision making (East et al. 2016). Here,
customers to begin to compare the product and the brand with the other available options.
Customers would basically gather knowledge regarding Lamborghini on the basis of its
model, price, brand image, colour, speed, capabilities, promotions, durability, and range of
choice, desirability of the product and the competitors’ products and prices. Some of the
alternative brands that can be considered in place of Lamborghini are Ferrari FF, Ferrari F12,
Lotus Evora and Mercedes SLS. For example in when a buyer is in dilemma of buying
Ferrari F12 or Lamborghini Aventador, they would make an analysis as presented below:
Lamborghini
Aventador
Ferrari FF Ferrari F12 Mercedes SLS
Made in Italy Made in Italy Made in Italy Made in Germany
Customised Exterior
and Interior
Customised interior
only
Customised interior
only
Customised
interior only
6498 displacement 6262 displacement 6262 displacement 6208 displacement
Automatic
transmission
Automatic
transmission
Automatic
transmission
Automatic
transmission
90L Fuel 91L fuel 92L Fuel 61 L Fuel

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Consumption consumption consumption consumption
6 airbags 4 airbags 4 airbags 2 airbags
Price- 700,000$ Price- 300,000$ Price- In between
700,000$ to 7,
50,000$.
Price- 129,000 $
Table 1: Comparison between Ferrari F12 and Lamborghini Aventador
From the table above, it can be seen that although the price of Lamborghini is bit high
compared to other cars (Ferrari FF and Mercedes SLS) and is equal to Ferrari F12, it is way
for better in terms of customisation, displacement capacity and fuel holding capacity and also
provides more number of airbags.
2.4. Purchase
The purchase decision of the customers while buying a car are basically influenced by the
price, safety, style, fuel economy, speed, features, influence of the seller and the overall
quality of the car (Yadav and Pathak 2016). There are four major factors that might influence
the customers during making the purchasing decision of Lamborghini and they include- the
price of the car, safety, fuel economy and influence of the seller. Safety testing is necessary to
be ensured by the company professionals of Lamborghini.
2.5. Post-Purchase
It is all about finding out why the customers would feel satisfied with the product
purchase. It considers factors like specifications, branding and value. These days, the super
car brands attempt to sell the products to the more average income earners and therefore they
advertise their brand on a regular basis as a regular item (Das and Rao 2017). It is to note that
their behaviour in post purchase determines their next purchase. A customer would be happy
with buying Lamborghini. As per (), if performance is greater than expectations (E<P),

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customers will be satisfied and they would make positive review and they would continue to
be loyal towards the brand. At the same time, they would also promote Lamborghini to others
or even might buy more products. But if they are dissatisfied, i.e., if expectations is greater
than performance (E>P), they would be dissatisfied and they would make negative review
and take their business somewhere else. However, many of the times, customers can also get
what they actually thought of or desired for. In that case, expectations is equal to performance
and then again, customers are likely to give positive reviews about the car and might continue
to be a loyal customer of Lamborghini.
3.0 Psychological Influences
3.1. Personality
Personality factors are all the factors that talk regarding the psychology of the buyer and
the things that drive his or her actions for seeking satisfaction. There are several different
types of personality and they are neuroticism, openness to the experience, extroversion,
conscientiousness and agreeableness. The buying behaviour of the customers is directly
related to their own personality (Pappas 2016). It is to note that there are a total of three types
of personality that influence the buyers’ behaviour especially while buying the high-
involvement products. As per the theory of Freudian, it can be motivation for a customer to
the unconscious requirement (Junquera, Moreno and Álvarez 2016). On the other hand, as per
the trait theory, the personality traits of the customers could be either acquired or intrinsic in
nature. With the same, as per the Non-Freudian theory, the belief of the customers on social
relationships is the key of forming a personality.
3.2. Perception
As per Orji et al. (2017), the perception of the customers towards a specific product or
goods and the brand influence the decision of customers while buying. It is to mention that

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the perception is the process by which the person select, interpret and organise the
information for drawing a meaningful outcome. It is to note that, according to Desai and
Mistry (2017), in the real life scenario, the perception that human beings possess affects their
sensation like their hearing, taste, smell, vision and sensation. A perceptual map has been
presented below as figure 1 to help the marketers to have a thorough understanding of the
characteristics of the brand. It is showing the characteristic of each and every car brand.
When compared to the other brand, it can be seen that Lamborghini has positioned itself into
a sporty and classy positioning (Das and Rao 2017). Also, from figure 2, it can be determined
that the core of Volkswagen is continuously moving upward, by stepping on toes of Audi.
However the Lamborghini marketers needs to lay more emphasis on managing the perceptual
processes, Viz. Selective Attention, Selective Distortion, and Selective Retention. In selective
attention, they should try to gain the attention of the customer towards their offerings.
Figure 1: Perceptual Map on perception of consumers by Type of Cars

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Figure 2: Perceptual Map on perception of consumers by Quality and Price of Cars
4.0. Social Influences
4.1. Social class
The social class refers to the group of people who have comparable degree of influence,
wealth, status and education. It is usually the group that the person likes to get associated
with. It is generally seen that all the members of the group share a very common buying and
at the same time, they have a powerful influence over one another. Also, as per Sangrova and
Nayak (2017), different social class affect different customer behaviour. For example, the
upper class people prefer to buy Lamborghini as they can afford this luxury car but the
middle class or lower class people can barely do so. Also, common reference group could
also influence personal consumer behaviour. They can be anyone who have knowledge on
credibility, automotive, and the perceived risk of the car (Das and Rao 2017). If anyone says
that it would be more advantageous to by Ferrari F12 instead of Lamborghini as Lamborghini
is a super car and is allegedly under the scanner of environmentalists because of the its
greater capacity of fuel consumption, the would stop the customers who are environment
conscious from buying this car.

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4.2. Family
Family has a significant role to play in making buying decision. A share from the family
members who own a Lamborghini Aventador would influence the buying behaviour of the
customer. Their feedback seems to be a credible resource for the buyers. Family offers an
environment where the individual evolves and they develop a personality and at the same
time, gain values as well. As per Ramya and Mohammad (2016), a child usually develop his
behaviour of purchasing and his preferences by watching his parents and he automatically
tend to buy the same products and services even when he develops and grows old. Family can
strongly influence the buying behaviour of a person in two different ways:
a) By influencing the attitude, beliefs, personality and characteristics of a person.
b) By influencing the decision making process of a person with respect to the purchase
making of certain products or services.
Moreover, as per Orji et al. (2017), a person passes through two different families- the
family of procreation and the family of orientation. In the family of procreation, it is the
family that is created by a person- with his wife or husband and children and therefore, the
preferences of this person change with the influence of his wife or husband. On the other
hand, in the family of orientation, it is the family where a person has taken his or her birth as
well as the parents who have a very strong and significant influence on his or her behaviour.
5.0. Recommendations
5.1. Recommendation 1
In order to increase the possibility of the customer purchases, the marketers of
Lamborghini Aventador need to create some really better sources in order to import both the
cars themselves as well as any other parts of the cars that are required to be repaired. With the
same, they should also look at the range of the products from their competitors, their prices

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and features and then, must ensure that they themselves are targeting the main influences on
the customers like the product price and the safety of it. At the same time, the marketers need
to ensure that the details and the information of the product are easily found by the customers
and that, those information are always relevant, accurate and clear in relation to the very
product. With the same, they should also ensure good promotion of the car by means of
mobile application- for tracking and playing and ensuring high precise system tracking of
data, the production line tour- for understanding how the car is built and by car magazine or
international automobile show to build positive customer perceptions about the product.
Moreover, the marketers of Lamborghini need to identify the roles within these social groups
which influence the behaviour of their target markets. They can be anyone including the
initiator who initiates the decision of buying, the influencers, whose opinions affects the
decision of buying as well as the buyers who finally buys the very product (the Lamborghini
Aventador). The social factors really play a significant rile in developing individual
behaviour and therefore, Lamborghini need to understand it very properly prior to designing
their campaigns of marketing their cars.
5.2. Recommendation 2
Lamborghini need to invest in the other companies which form individuality in their
products like the Maatouk Design London, who have created a one-of-a-kind gold plated
Lamborghini Aventador. It would give the customers with some extra luxuries that they wish
for indulging in them and as Lamborghini’s market of customer generally tends to be wealthy
and belonging from high class society, it would provide them with an extra personal touch to
the stunning vehicle. It should also increase its international deliveries of products. It is due
to the fact that at present, the company have limited its manufacturing sites. With the same, it
should also work towards improving the resource for importing the cars and their parts.
Moreover, the company should also invent a substitute for petrol. It is due to the fact that the

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original Lamborghini Aventador are very high consuming in terms of fuel or petrol. Engaging
into a long term partnership and dealing with fixed supplier would help them in reducing the
production cost.
6.0. Conclusion
Hence, from the above analysis it can be stated that the overall trigger of the buyers to
the buy Lamborghini Aventador would basically be to show off their extravagant lifestyle,
while drawing as much as attention of the customers belonging from the upper class society.
Lamborghini Aventador is a luxury motor vehicle, within the sports automotive. While
buying this car, customers seek out for both the external as well as internal information
sources in order to determine if their choice of product would surely be meeting their needs.
The product and its overall performance is something that most of the buyers use for
determining their level of satisfaction with the purchase of the product. This satisfaction have
a tremendous impact on the future purchases of the customers.

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7.0. Reference
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acquisition: Resource orchestration and identity resurgence at Automobili Lamborghini.
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Verbeke, W., 2016. Consumers' confidence, reflections and response strategies following the
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Baumeister, R.F., 2012. Yielding to temptation: Self-control failure, impulsive purchasing,
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Biswas, A. and Roy, M., 2015. Green products: an exploratory study on the consumer
behaviour in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-
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Das, S.C. and Rao, S., 2017. Consumer Buying Behaviour and Satisfaction towards Motor
Insurance Policies: Experience from Indian General Insurance Industry. International
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Desai, P. and Mistry, S.H., 2017. A Study Of Influence Of Demographic Factors On
Consumer Impulse Buying Behaviour. Sankalpa, 7(1), pp.35-42.
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Junquera, B., Moreno, B. and Álvarez, R., 2016. Analyzing consumer attitudes towards
electric vehicle purchasing intentions in Spain: Technological limitations and vehicle
confidence. Technological Forecasting and Social Change, 109, pp.6-14.

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