Article | Consumer Behaviour and Marketing Psychology

Running Head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Consumer Behaviour and Marketing Psychology: Toyota
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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA1
Executive Summary
The study focuses on the consumer behaviour and marketing psychology of the Toyota. The study
provide a clear idea about the company’s products and services along with that the market
performance of the company’s product. The study also provide an idea about the current marketing
communication mix of the organisation and how they are targeting the consumers. The study gives
a clear idea about the communication mix that is being adopted by the organisation to earn profit
and large number of customers from the market. Lastly, the study provides three strategies that can
be used by the organisation to attract customers and review of the peer post relevant to the
recommendation. Therefore, the company can gain popularity along with the customers in the near
future.

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA2
Table of Contents
Introduction..........................................................................................................................................3
Market Communication Mix...............................................................................................................4
Findings...............................................................................................................................................6
Recommendation.................................................................................................................................9
References..........................................................................................................................................11

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA3
Introduction
Toyota is a Japanese multinational company who mainly deals in the automobile industry
and headquarter is situated in Japan. In the year 2017, the company possess an employee strength
of around 364,445 employees worldwide (Allen 2019). In the year 2018, the company is consider
as the sixth largest company in the world in terms of revenue generation.
Since 1982, the company is selling the Toyota Camry model. The model is sold in the
international market along with the domestic market. There are various generation which is the
modified version of these car namely, Toyota Camry Ascent; Celica Camry XT Super Edition;
Camry LE Sedan and many more (Reichert et al. 2016). Toyota Camry are mainly considered as
the compact size car as it possess narrow body but later the company introduce a mid-size car with
wide body. Both the car exists in 90’s. Camry is considered to be the second most selling ‘world
car’ after Corolla. Camry is considered as the exclusive car of the Toyota which is available only in
the Toyota retail stores (Cummings 2017).
In the Australian market, Toyota is considered as the best-selling brand as the company’s
Camry is marked as the best-selling mid-size car. In the Australian market, the sale of the Toyota’s
product have seen a considerable growth in the market beating the competitive company (Minami
2017). The model Camry of Toyota have received the honour of highest quality car by overcome
the last financial year sale as per quality and become the best-selling car globally in terms of
quality. The company along with the brand have marked an impressive selling figure last year
which is considered to be the best figures till date (Kasseris, Heywood, Seitz and Kolakaluri 2018).
The company is able to capture both the targeted market in Australia as well as around the globe.
This automatically help the organisation to grow and along with that to earn popularity in the
market.