Consumer Behaviour in Relation to Consumption of Motor Vehicles

Portfolio Report of
Consumer Behaviour in
Relation to Consumption
of Motor Vehicles

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Concept of decision making unit and buyer persona and its relevance for analysing
customer behaviour in online or offline terms for motor vehicles........................................1
Decision making process as well as models and its implemention in understanding
consumer behaviour in terms of consumption of motor vehicles.........................................3
Influence of reference groups, consumer identity, lifestyle, as well as paid influencers on
consumer behaviour for buying of motor vehicles in both online and offline terms..........5
Influence of culture in consumer behaviour in terms of online as well as offline in
purchasing or consumption of motor vehicles......................................................................10
Practical recommendations for company for entering in different country.....................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Consumer behaviour is defined as a study of individuals, groups as well as companies with
its all activities that are related with purchase, usage and disposal of products and services. It
determines how customer’s emotion, preferences as well as attitudes affect purchasing of
customer behaviour. Analysis of consumer behaviour is generally relating to investigating
individual’s quality like demographics, personality lifestyles as well as behavioural variables
Indian chance to understand customers desire and consumption pattern. Customer behaviour also
determines influencers on consumer from social groups like friends, reference group family and
so on to society in basic (Yangà and Timmermans, 2019). This report is based on portfolio of
consumer behaviour in relation to consumption of motor vehicles by taking example of Aston
Martin which is British sports cars brand. This report includes meaning of decision making unit
and buyer persona and with its relevance for determining consumer behaviour, decision making
process as well as models and its implementation in understanding consumer behaviour in
relation of consumption of motor vehicles, influence of reference group, customer identity,
lifestyle as well as paid influencers on customer behaviour for purchasing motor vehicles in
online and offline term, influence of culture in customer behaviour in terms of online as well as
offline terms, practical recommendations for company in entering into different country along
with its conclusion.
MAIN BODY
Concept of decision making unit and buyer persona and its relevance for analysing
customer behaviour in online or offline terms for motor vehicles.
(Source: https://makewebbetter.com/blog/consumer-behavior-definitive-guide/)
Decision making unit:
1

Decision making unit is defined to a collection of persons that participate in buyer decision
process (Gunawan, Permatasari and Tilt, 2020). Decision making unit generally relates two
business and companies buying decision. As there are different number of key players in
decision making unit process which are initiators, purchasers, deciders, gatekeepers, users as
well as influencers. As decision making unit includes group of people that take collective
decisions which are related to purchasing of product and services.
Buyer persona:
Buyer persona is referred as a semi fictional presentation of consumer that is based on
market research as well as real data about companies existing customers. By creating buyer
persona, it considers consumer demographics, behaviour patterns, objectives as well as
motivation (Habich-Sobiegalla, Kostka and Anzinger, 2018). Buyer persona is a user-cantered
design as well as marketing which is created to represent a user type which could use our site,
product and brand in a same way.
Both the term decision making unit as well as buyer persona is important for determining
consumer behaviour in online and offline terms. As in terms of consumption of motor vehicles in
Aston Martin relevance of decision making unit and buyer persona for analysing customer
behaviour are as follows:
 Attracting as well as retaining right type of customers: As decision making unit and
buyer persona helps in attracting right segment of customers. As when buyer persona is
accurately determined companies will be able to target selected segment customers. As in
terms of consumption of motor vehicle company of Aston Martin, customer persona and
decision making unit helps businesses in identifying accurate segment of customers who
loves to have motor vehicles as their passion.
 Helps in increasing customer engagement: As decision making unit as well as customer
persona helps in increasing as well as building engagement of customers (Paul, 2018). As
behaviour of customers rightly identified and analyse properly it directly helps in
building customer engagement and having and proper interaction. In terms of Aston
Martin, consumption of motor vehicles customer persona and decision making unit it
helps in designing motor vehicles according to customers need and their preferences
which they desire for.
2