Assignment on Consumer Behavior And Brand Analysis

Running head: CONSUMER BEHAVIOR AND BRAND ANALYSIS
CONSUMER BEHAVIOR AND BRAND ANALYSIS
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CONSUMER BEHAVIOR AND BRAND ANALYSIS1
Case study 1
Introduction
A refurbished car is a vehicle which had been used previously by different owners
which is then sold to an outlet involved in the business of selling refurbished cars. This case
study talks about one such showroom selling refurbished cars and the buying behavior of the
customers visiting that showroom. The following discussion is structured to in three sections
to answers the questions in the case study.
Discussion
Answer 1
The decision making process varies from customer to customer. When an individual
buyer purchases the product then that customer is the sole decision maker of that purchase.
However, as in this case study when the buyer takes along their family then the group
members influence the buyer’s decision-making process. For a product as expensive as a
refurbished car with high risk as it can be bought again only after a long period of time, the
buyer’s family members would make long decisions to ensure that they are purchasing the
right product. Each of the family would want a car suiting to their own preference like the
child would involve in decision-making for choosing the color, the spouse and husband
would make decisions based on price, comfort and durability whereas their old parents would
look for a reassuring brand. Buyers going with their friends would ask for their suggestions
regarding the brand and service quality. Therefore, family has the major influence on the
buyer’s decision-making based on the product size (Rani 2014).
Answer 2
Buying behaviour refers to the attitudes, decisions and actions that influence the
customer while purchasing a product (Ramya and Ali 2016). Price is the most influencing

CONSUMER BEHAVIOR AND BRAND ANALYSIS2
factor while purchasing a refurbished car. The buyer first analyses how much they can spend
for buying a refurbished car. If the price of the car is in accord with the buyer’s pocket then
the analysis moves on to the product risk. As these cars have an uncertainty associated with
their performance the buyers generally go for a test drive. Next there are social factors
involving families, friends and reference groups influence the consumer buying behavior. In
the case study, it can be seen that the family influence the buyer as they will be enjoying the
ride and also there are reference groups with whom the consumer relates themselves. The
software engineers and businesspersons are mostly influenced by the cultural factors which
includes the social culture, social status as it is evident from their buying of automatic cars
(Raheem, Vishnu and Ahmed 2014).
Answer 3
The case study mentions that the focus of the marketers should be on the sales rather
than brand endorsement therefore the advertisement should be focused on the purpose of the
showroom, selling refurbished cars. The showroom marketers should advertisement that their
product is different from the others in the market.
For the promotion of their showroom, the marketers should feature clean cars in the
raised platform. They can also develop a website, as most of the people prefer going through
the websites before visiting the showroom. Word of mouth will be the most useful promotion
in this case therefore the marketers should focus on satisfying their existing customers so that
they could bring in more customers (Murry and Schneider 2016).
Effective communication with customers will be most helpful in persuasion and
closing of sale. The marketers should connect with their customers and focus on their
problems and benefits more than the product functions. Marketers should be able to make the
customer believe and earn their trust thereby closing the deal.