Cultural and Interpersonal Influence of Volkswagen

Running Head: Cultural and Interpersonal Influence
Cultural and Interpersonal Influence of Volkswagen
Name of the Student:
Name of the University:
Author’s Note

1CUSTOMER BEHAVIOUR
Executive summary
The report is based on the cultural and interpersonal influence of the target market on the
chosen company. The aim of the report to review on the cultural factors as well as the
interpersonal factors of the marketing strategy. The chosen company for this report is
Volkswagen Group. The report will further comprise company reports and publicly available
information variety of theoretical, industry and data sources depending on the company.
Further the Recommendation section will cater to improve/enhance your firm's marketing
strategies.

2CUSTOMER BEHAVIOUR
Table of Contents
Introduction....................................................................................................................3
Discussion......................................................................................................................3
Company Overview...................................................................................................3
Product and service offered........................................................................................3
Volkswagen current marketing strategy.....................................................................4
Cultural factors and their influence on consumer decision-making...........................4
Interpersonal factors and their influence on consumer decision-making...................5
Issues affecting the target market...............................................................................7
Theory identified........................................................................................................7
Recommendation........................................................................................................9
Conclusion....................................................................................................................10
Reference......................................................................................................................11
Appendix......................................................................................................................13

3CUSTOMER BEHAVIOUR
Introduction
The following paper is based on consumer behavior of a chosen company and
analyzing it with the cultural and interpersonal factors on a particular target market
(Rockstuhl & Ng, 2015). The aim of the assignment is to evaluate the factors of cultural and
interpersonal influence on the consumer decision making ability and the issues that is
affecting the target market. Consumer behaviour can be defined as the traditional approach to
understand, predict and influence the behaviour for the assistance of the organisation
manufacturing goods and services (Suh et al., 2017). It is the decision of the consumer
whether he )or she wants to purchase a particular brand or product while determining the
alternative choices made in the market.
Discussion
Name of the Company- Volkswagen
Company Overview
Volkswagen Group is a German multinational automobile manufacturing company
which was founded in Berlin, German in the year 1937. The company is situated across
twenty seven countries which cater to manufacture commercial vehicles, automobile, internal
combustion engines, turbo machinery and motorcycle (Brooks, 2016). Culture is a
fundamental part of the vibrant society and drives the creativity of an individual and also
offers a new prospective. This is why Volkswagen is dedicated in providing the people with
an opportunity to access the art and culture and foster the social engagement by contributing
its effort in cultural education (Mačaitytė & Virbašiūtė, 2018). It is also analyzed that
Volkswagen engineers has decided to implement the devices which defeated because they
were able to work and bring out the technical solution to produce the diesel engines which
met the US emission standards within the company budget and time frame.
Product and service offered
The products and services offered by Volkswagen is catered on manufacturing some
of the luxury car brands in the world which are Porsche, Lamborghini, Skoda, Seat, Audi,
Bugatti, Ducati and many more (Santos, 2017). The services offered other than