Consumer behavior in the motor vehicle industry: A case study of Toyota

Running head: Case Study: Consumer behavior 1
Consumer behavior
Name
Institutional Affiliation

Consumer behavior 2
Table of contents
Executive summary.......................................3
Introduction................................................4
Recommendations.......................................6-7
Conclusion .................................................7
References ................................................8

Consumer behavior 3
Consumer behavior
Executive summary
Marketing within an organization aims at communicating, creating and delivering the
required value to the customers and relationship management through methods that are beneficial
to the organization. The same is done through an integrated process of creation of value for both
the company and the organization. On the other hand, the behavior of customers is a study of
why, when, how and an exploration of reasons why people opt to purchase a particular brand as
opposed to the other. The process encompasses a blend of elements derived from psychology,
economics, social anthropology, and sociology. It attempts understanding a customer both from a
group and individual levels. The study mainly focuses on the manner in which a customer makes
a purchasing decision, with latter being the payer, user, and buyer. The understanding of
consumer behavior is very critical to a successful marketing program.
The motor vehicle industry has faced a lot of challenges in determining the consumer
behavior. The main reason for this is because of the numerous factors involved in the decision
for the purchase of a motor vehicle. Because of that, most players within the industry have
developed various aimed at luring clients to their brands (Solomon et al., 2012). These features
include but not limited to the engine capacity, fuel consumption, speed, performance, comfort
and security devices. These features have also contributed immensely to the prices of various
motor vehicle brands.
Toyota is known for excellence, quality, and personalized customer support, hence their
large global customer base. The study focuses on three Toyota brands options through a survey
performed on three of potential customers to determine the consumer behavior within its client