Marketing Consumer Behaviour Analysis: Motor Vehicle Purchase Decision

Running Head: Marketing Consumer Behaviour
Marketing
Marketing Consumer Behaviour
Student Name

Marketing Consumer Behaviour
Executive Summary
This report provides an analysis of Marketing Consumer Behaviour using the survey
questionnaires of respondent 1, 2 and 5. These survey questionnaires are based on their
purchase decision about six motor vehicle options. According to the compensatory decision
rule, the vehicle of choice for respondent 1, 2 and 5 is Toyota Camry Ascent Sport, Toyota
Yaris ZR and Toyota Hilux SR 4x2 Hi-Rider Extra-Cab Pick-Up respectively. The actual
choice of these customers and the likeliest choice according to the compensatory decision
rule are same. The report analysed the marketing behaviour of these respondents using the
personality and demographics theories. The respondent-1 is a female student from India that
led her to give a high score to comfort, features and ease of use factors. The respondent 1 is
influenced by the aesthetics rather than technical features. The respondent 2 is a young
medical professional with not much disposable income. So, his professional mentality,
influence of family on vehicle purchase decision and income may have influenced his
purchase decisions. The respondent 5 is a well settled adult having three kids so his purchase
decisions are influenced by his occupation that requires tools/equipment and by his family
size/situation. The report explains the marketer of the vehicle- “Toyota Hilux SR 4x2 Hi-
Rider Extra-Cab Pick-Up” about his customer’s likeliest characteristics. It also recommends
how memory and learning theories can be used to attract the target customers.

Marketing Consumer Behaviour
Contents
1) Introduction.........................................................................................................................1
2) Application of compensatory decision rule........................................................................2
3) Analysis of Behaviour........................................................................................................6
3.1. Respondent-1...................................................................................................................6
3.2. Respondent-2...................................................................................................................6
3.3. Respondent-5...................................................................................................................7
4) Recommendations...............................................................................................................9
4.1. Characteristics of the likeliest customers of Toyota Hilux SR 4x2 Hi-Rider Extra-Cab
Pick-Up:..................................................................................................................................9
4.2. Application of theories of learning and memory by marketers to attract above
customers:...............................................................................................................................9
5) Conclusion........................................................................................................................11
6) References.........................................................................................................................12

Marketing Consumer Behaviour
1) Introduction
This report provides an analysis of Marketing Consumer Behaviour. The report uses the
questionnaires of three respondents regarding their purchase decision about six motor vehicle
options. The purchase decisions of individuals depend upon various factors and this report
analyse those factors. Report finds the vehicle option that a respondent will choose by using
compensatory decision rule. The report uses score given by the respondent to evaluation
criteria and ratings given to these factors for each of the six products to calculate total score
according to this rule. Then it compares this choice with the actual choice of the respondent.
The report also analyse the behaviour of these respondents. It explains the reasons behind the
assigned score/ratings of each respondent to the evaluative criteria and the difference between
their actual choices of vehicle. The report uses theories of demographics (age, gender, family,
ethnicity etc.) and personality to explain these differences. Finally, the report makes
marketing recommendations to the marketer of one motor vehicle from the questionnaire
regarding the characteristics of the product’s likeliest customers. The report also recommends
the manner in which theories of learning and memory (Classical conditioning, Operant
conditioning, cognitive learning and memory) can be used to attract these customers.
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