Consumer Behaviour: Range Rover

Running Head: CONSUMER BEHAVIOUR
Range rover
Consumer behaviour
Report
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CONSUMER BEHAVIOUR 1
Executive summary
This report is focused on the history of Range rover and related changes that has happened in this
model from 1990 to 2018. It also includes the marketing mix strategy used by Land Rover
Company to promote their Range Rover product in the automobile market. This report also
includes the target audience and various strategies to motivate potential customers to purchase
their product. It also includes the high involvement purchase decision by both customers and
company related to the Range Rover models.

CONSUMER BEHAVIOUR 2
Table of Contents
Introduction.................................................................................................................................................3
Marketing mix of Range Rover...................................................................................................................4
Target market and strategies used to attract them and convince them to purchase......................................6
Strategies to convince the potential customer to purchase...........................................................................7
Type of purchase for Range Rover..............................................................................................................8
Conclusion.................................................................................................................................................10

CONSUMER BEHAVIOUR 3
Introduction
Range Rover is known as one of the most premium class SUV in the world. Range Rover is the
product element of the land rover family. It came to existence in 1951, when the designers of the
land rover company were experimenting with the existing land rover series and credit goes to
Gordon Bashford. In support to this experiment, the first prototype of Range Rover was launch
in 1967 with little change in the front grill and configuration change in headlights (Landrover,
2018). In range rover product line, velar happened to be the most successful model of the land
rover family from 1969 to 1970. The growing demand of this model in Australia has forced them
to establish their assembly plant in 1983. The first generation range rover also served as the
specialist utility vehicle which was a two-door model. Then the company decided to launch their
second generation model of range rover in 1995 with four-door availability. Earlier the
ownership was in the hands of ford motors but slowly the ownership got shifted in many hands.
Currently, the ownership is in the hand of one of the most prestigious groups of India which is
Tata motors in 2008. At that time Range rover was facing great issues related to their market
demand and company was not even able to survive due to impact from recession on the global
level (Clegg, Chandler, Binder and Edwards, 2013). After 2008, the range rover demand has
truly shown heavy growth with their latest engineering and the latest growth in GDP of various
nations has also supported their progress.
(Sources: Land rover, 2018)