Behaviour Element of Marketing

Running head: BEHAVIOUR ELEMENT OF MARKETING
Behaviour Element of Marketing
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1BEHAVIOUR ELEMENT OF MARKETING
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

2BEHAVIOUR ELEMENT OF MARKETING

3BEHAVIOUR ELEMENT OF MARKETING
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