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Marketing Consumer Behavior Report

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Added on  2020-04-15

Marketing Consumer Behavior Report

   Added on 2020-04-15

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Running head: MARKETING CONSUMER BEHAVIOURMarketing Consumer BehaviorName of the Student:Name of the University:Author Note:
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1MARKETING CONSUMER BEHAVIOURExecutive Summary:The report aims at providing an overview of marketing consumer behavior of the Golf model ofVolkswagen Singapore that represents a high involvement car brand. Thus, in order to explainthis, there is a description of the company background along with a SWOT and PESTEL analysismentioned in the report. There is a description of the target market and its decision makingprocess that also finds a mention in the report. The report also has an evaluation of alternatives.There is a description of the purchase decision and evaluation of the post purchase decision interms of social, psychological and personal influence. One can find recommendations on themarketing strategy along with its four Ps and its influence by the social, psychological andpersonal influence mentioned in the report.
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2MARKETING CONSUMER BEHAVIOURTable of Contents1. Company Background.................................................................................................................42. Situation Analysis.......................................................................................................................5Company PESTEL...........................................................................................................................5SWOT Analysis...............................................................................................................................73. Target Market Description...........................................................................................................84. Target Market Decision Making Process....................................................................................91. Problem Recognition................................................................................................................9a. Market Induced.....................................................................................................................9b. New Stage in Life.................................................................................................................92. Information Search.................................................................................................................10a. Level of Risk......................................................................................................................10b. Level of Product Knowledge..............................................................................................103. Evaluation of Alternatives.....................................................................................................11a. List of Evoked Set and Why...............................................................................................11b. Compensatory and Non compensatory Rules....................................................................114. Purchase Decision......................................................................................................................12a. Availability of the product/substitute product....................................................................12b. Retail Factors......................................................................................................................12
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3MARKETING CONSUMER BEHAVIOUR5. Post Purchase Evaluation...........................................................................................................13a. Post Purchase Feelings- Happy, neutral and not happy.........................................................13b. Post purchase cognitive dissonance and handling Consumers and Marketers Point of view136. Two Social Influences...............................................................................................................14a. Family - Family Decision Making Process............................................................................14b. Social Class- Influence of Social Class on Decision Making Process...................................147. Psychological Influences...........................................................................................................15a. Motivation..............................................................................................................................15b. Perception...............................................................................................................................15c. Learning.................................................................................................................................158. Two Personal Influences............................................................................................................15a. Personality..............................................................................................................................15b. Age.........................................................................................................................................169. Marketing Strategy Recommendations......................................................................................16Conclusion.....................................................................................................................................17References......................................................................................................................................17
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