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Consumer Behaviour - Assignment

   

Added on  2021-02-20

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CONSUMERBEHAVIOUR

Table of ContentsINTRODUCTION...........................................................................................................................3.........................................................................................................................................................3MAIN BODY...................................................................................................................................3Consumer Decision Making Process..........................................................................................6Consumer Behaviour Model.......................................................................................................8ENGEL KOLLAT BLACKWELL MODEL.........................................................................8CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONThis report covers issues such as marketing of electric vehicles, 7 p's of marketing,marketing campaigns all in order to know how Land Rover is spreading the awareness amongpeople and how they are promoting their upcoming vehicle the new Range Rover electric whichis going to launch in 2021 and they are introducing a crossover with Jaguar. This report alsoemphasises on how companies are tying up with the government and how the government isproviding the benefits to general public on their own with a focus on saving the environment andthinking about a clear future. Companies and the government of many nations are working onthese because if not now then their will be no resources to provide or safe. Elctric vehicles don'temit carbons in the air as compared to the cars which runs on gasoline. MAIN BODY Marketing campaign means promoting the products through different types of socialmedia including television, radio, print and other type of online platform. These are used bycompany operating in highly competitive market. Range Rover electric must use marketingcampaign strategies to market their products. The marketing campaign of Range rover electriccar should focus on increasing the sales of this electric car as much as possible as they have tocover the previous year losses. They must adopt aggressive marketing campaign techniques tobrand their electric car. Range Rover must focus their marketing efforts in China as theregovernment is heavily pushing use of fully electric cars.(Jeong, 2017) Government is alreadyhelping and increasing the awareness of electric cars and vehicles which are hybrid and they arenot just promoting in one countries but many countries are doing it as to save the nature andbetterment of the environment. To promote it Government is providing people with benefits suchas rebates on purchases, exemptions on tax, credits on tax and perks like they will allow thesecars on the lane which are made specifically for buses and there will be no charges imposedwhen traveling out of the city or on express highway. Charges on parking, toll taxes are leviedfor electric cars. The amount is on redemption is calculated on the basis of range of battery andsize of the vehicle. Some countries are also increasing the benefits on the conversion of fuelvehicles to electric vehicles or to hybrid electric vehicles from combustion engine vehicles. LandRover is preparing to launch their first vehicle which is fully electric of them and they haveannounced in the market that they are coming up with a crossover which is a luxury car and it s

going to be twinned with the Jaguar XJ and it is going to be launched in late 2021. They havelaunched a new car Defender as a flagship for off- road vehicle and now the British manufactureris putting their focus on electric models. This measure is taken to cover up the recent losseswhich Jaguar and Land rover were facing so now they are coming together with their firstelectric vehicle. The prototype of Range Rover electric vehicle was shown in 2017 and now theyare taking to compete with the likes of Porsche Macan and Audi E- tron Sport back. Land Roveris using various promotional tools and activities to increase awareness among people so whenthey launch the car it will be a instant hit. They are tying up with government so that they canreduce the prices of vehicles and more measures such as redemption on tax etc.MARKETING CAMPAIGNThe Range Rover electric car uses Facebook and YouTube to market their product asaround more than 80% of the customer are in these two social medias, so this helps theadvertisement reach people who have indicated their interest in buying car. Researches haveshown that auto ads have double the normal average Facebook ads. Land Rover conducted asurvey in which they got to know that most people don't trust electric cars they don't haveconfidence which can make them switch to electric vehicles. Studies showed that moreawareness is needed to spread into the market so that they can have more faith in this sector.That is why Land rover is focusing on advertising and promoting these cars to an extent.Companies have invested around $2 billion in the market to encourage people about electricvehicles. To accelerate the shift to make people shift to electric vehicles Land Rover are workingon policies that will combine them with the power grid so that it will be beneficial for thedrivers, companies and users using electricity.(Hauge and Ellingsen, 2018) If the deal workssuccessfully not only vehicles will be more efficient but it will also help up to improve therenewable resources such as solar energy and wind energy. Their aim is to a future with cleanenergy and renewable resources. By promoting more Land Rover is helping families with lowincome as electric vehicles don't emit carbon in the air which is good for them as electricvehicles don't pollute the air. The government is also working on to reduce the prices of electricvehicles so that more and more peoples are influenced to buy these vehicles. In the terms ofservice these cars are cheaper to run on the road in terms miles.

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