MBA404 Consumer Behavior: Lamborghini Aventador Purchase Analysis

This report analyzes consumer behavior related to the Lamborghini Aventador, focusing on the motivations and influences behind purchase decisions. The study utilizes a survey conducted via Survey Monkey, gathering responses from 20 participants. The research explores factors such as the influence of advertising, brand value, and peer recommendations, as well as the impact of the car's specifications and design on consumer perception. The analysis reveals key findings, including the importance of performance, design, and brand value in driving purchase decisions. The report also examines consumer satisfaction with the product's price and features, as well as their willingness to recommend the car to others. The study is structured around a series of questions, each addressing a specific aspect of consumer behavior and supported by data analysis, providing valuable insights into the luxury car market and consumer preferences.

Consumer Behavior and Marketing Psychology
5/19/2019
Lamborghini Aventador

Consumer Behaviour 1
Contents
Purpose............................................................................................................................................2
Instrument for Survey......................................................................................................................2
Administration processes.................................................................................................................2
Data Analysis and Key Findings.....................................................................................................2
References........................................................................................................................................8
Appendix..........................................................................................................................................9

Consumer Behaviour 2
Purpose
The aim of study is to conduct the investigation to evaluate the consumer purchasing behaviour
for Lamborghini Aventador.
Instrument for Survey
The research includes the survey that is conducted through a free online instrument like survey
monkey. This tool provides the insight of the accurate results for the research on consumer
buying behaviour of Lamborghini Aventador.
Administration processes
The development of the survey questions includes formation of 10 questions at the initial stage
and then the questionnaire is sent to the different participants who will respond to the survey in
respect to the Lamborghini Aventador. The survey is proposed to participants to gain minimum
15 responses without any biases.
Data Analysis and Key Findings
The results of the survey research are discussed below: -
Q1. What is your motivation behind the purchase of the new Lamborghini Aventador?
Answer Choices Responses No. of Responses
Technical specification 15% 3
Performance 35% 7
Design 20% 4
Brand value 30% 6
Total 100% 20
The above table shows the motivation due to which the customers make the purchase of
products. It has been found that 35% of the people get motivated with the performance of the car
that motivated then to make the purchase of Lamborghini Aventador. On the other hand, some
people also believe that they want to add value to their lifestyle and want to maintain the social

Consumer Behaviour 3
class due to which they make the purchase of product due to brand value that is approx. 30%. At
the same time, the design and technical specifications are considered as less motivational for the
customers who make the purchase of products (Ramya and Mohamed Ali, 2016).
Q2. Do you think that advertisement of this model contribute as a major influence for
purchasing the product?
Answer Choices Responses No. of Responses
Strongly agree 20% 4
Agree 35% 7
Neither agree nor disagree 30% 6
Disagree 10% 2
Strongly disagree 5% 1
Total 100% 20
In the present era, most of the brand makes use of advertisement as the tool to grab the attention
of the customers (Adnan, Nordin and Rahman, 2017). It has been found that 35% of the people
agree with the fact that advertisement of the model contribute as a major influence due to which
they make purchase of product. However, on the same side a person says that 30% of the people
neither agree nor disagree with the fact that advertisement actually influences the buying
decision of the customers. Thus, the data of the research conclude that advertisement somehow
influence the purchase of product.
Q3. Do you think that after making the purchase of Lamborghini Aventador your
perception towards its innovative features has changed?
Answer Choices Responses No. of Responses
Very Likely 35% 7
Likely 30% 6
Neither likely nor unlikely 25% 5
Unlikely 10% 2
Very Unlikely 0% 0
Total 100% 20

Consumer Behaviour 4
From the data above, this has been found that 35% of the people very likely believe that their
perception has changes after making the purchase of Lamborghini Aventador. This depicts that
the features of the car makes the customer to purchase the product again because of their features
(Anisimova, 2016). However, 30% of people believe that purchase of product will likely to have
change in their behaviour and perception towards the product.
Q4. Who influenced you the most while purchasing Lamborghini Aventador?
Answer Choices Responses No. of Responses
Family 10% 2
Friends 40% 8
Corporate websites 20% 4
Dealers 20% 4
Others 10% 2
Total 100% 20
In the market, the data has been collected for checking the major factors that influence the
purchasing decision (Sharma, 2014). It has been found that 40% of the people believe that
purchasing decision of the customers might get influence due to their friend’s advice to them. At
the same time, equal 20% respondents think that corporate websites and dealers likely to have
the equal influence on the decision of buyer because they are the one who make the product
accessible for them.
Q5. Do you think that Lamborghini Aventador catches the attraction because of its
attractive specifications?
Answer Choices Responses No. of Responses
Yes 85% 17
No 15% 3
Total 100% 20
From the above table, it has been found that Lamborghini Aventador catches the attraction of the
customers, as it is equipped with different types of features. It has been found that 85% of the
people believe that specifications of the car is the major factor due to which the consumer get
attracted and make the final purchase of the product (Gunter and Furnham, 2014) .

Consumer Behaviour 5
Q6. What is your opinion about Lamborghini Aventador comparing it with the other cars
of same segment?
Answer Choices Responses No. of Responses
Excellent 55% 11
Good 20% 4
Very Good 25% 5
Poor 0% 0
Total 100% 20
From the above chat, this has been found that 55% of the people think that Lamborghini
Aventador is excellent while comparing it with the other brands present in the same segment.
The performance of the car is more than the other cars present in the market due to which the
customers make the purchase of the products, which include hybrid car, electric car, and many
others (Carlucci, Cirà and Lanza, 2018).
Q7. Are you satisfied with the price of the product?
Answer Choices Responses No. of Responses
Yes 85% 17
No 15% 3
Total 100% 20
From the above chart, this has been found that 85% of the people believe that car is value for
money that is believed by the people in the market. Thus, price of the product will make the
changes in the consumer decision, as maximum people believe that the cost provided by the
company is appropriate due to which they are satisfied with the product (Costa, Montemurro, and
Giuliani, 2018).
Q8. What are major features due to which this product is demanded by the customers?
Answer Choices Responses No. of Responses
Top Speed and acceleration 35% 7
Advanced technology 45% 9
Innovative design 50% 10

Consumer Behaviour 6
Unique features 5% 1
Total 100% 20
From the collected from the research, this has been found that 50% of the people believe that
innovative design is one of the major feature due to which the Lamborghini Aventador is
demanded by the customers. In addition to this, at the same time 45% of the people say that
advance technology is the reason due to which the consumer makes the buying decision.
Similarly, 35% of the people believe that the products are generally demanded by customers
because of its performance that is clear with its top speed and acceleration.
Q9. Do you think that purchase of Lamborghini Aventador adds value to your life?
Answer Choices Responses No. of Responses
Very Likely 20% 4
Likely 50% 10
Neither likely nor unlikely 20% 4
Unlikely 10% 2
Very Unlikely 0% 0
Total 100% 20
From the table above research, this is clear that 50% of the people likely believe that purchase of
Lamborghini Aventador adds value to your life that create the impact and influence purchasing
decision of the customers. At the same time, it is believed that 20% of the people believe that
there is very likely believe that car add value to the life of the customers. On the other hand, it
has been found in the research that 20% of the people might have the perception that neither
likely nor unlikely it might add value to the life of customer. Overall, this might be assumed that
purchase decision of the customers towards the product will change due to the factor that this car
adds value to the life (Solomon, Russell-Bennett and Previte, 2012).
Q10. Would like to recommend purchase of Lamborghini Aventador to others?
Answer Choices Responses No. of Responses
Yes 90% 18
No 10% 2
Total 100% 20

Consumer Behaviour 7
From the above table, it has been found that 90% of the people would like to recommend the
purchase of Lamborghini Aventador to other people that include friends, family and many
others. This suggestion might influence the purchase decision of the other customers who are
willing to buy a car in the coming period. However, this has been found that 10% of the people
disagree with the statement. It is evaluated that organisation could make use of the marketing
techniques and tools in order to attain the organisation task. Moreover, this has been found that
there are particular factors that might affect the overall outcomes of the research matter. It is also
said that Lamborghini manufacture should make use of the effective marketing tools that is used
for attaining the organisational task (Malik, et al, 2013). The marketing strategy of the company
needs to be effective as it influence the consumers.

Consumer Behaviour 8
References
Adnan, N., Nordin, S.M. and Rahman, I. (2017) Adoption of PHEV/EV in Malaysia: a critical
review on predicting consumer behaviour. Renewable and Sustainable Energy Reviews, 72,
pp.849-862.
Link 1: https://www.sciencedirect.com/science/article/pii/S1364032117301314?via%3Dihub
Link 2: https://sci-hub.tw/10.1016/j.rser.2017.01.121
Anisimova, T. (2016) The effects of corporate brand symbolism on consumer satisfaction and
loyalty: Evidence from Australia. Asia Pacific Journal of Marketing and Logistics, 28(3),
pp.481-498.
Link 1: https://www.emeraldinsight.com/doi/abs/10.1108/APJML-05-2015-0086
Link 2: https://sci-hub.tw/10.1108/apjml-05-2015-0086
Carlucci, F., Cirà, A. and Lanza, G. (2018) Hybrid electric vehicles: Some theoretical
considerations on consumption behaviour. Sustainability, 10(4), p.1302.
Link: https://www.mdpi.com/2071-1050/10/4/1302/pdf
https://sci-hub.tw/10.3390/su10041302
Costa, E., Montemurro, D. and Giuliani, D. (2018) Consumers’ willingness to pay for green cars:
A discrete choice analysis in Italy. Environment, Development and Sustainability, pp.1-18.
Link 1: https://link.springer.com/article/10.1007/s10668-018-0141-z
Link 2: https://sci-hub.tw/10.1007/s10668-018-0141-z
Gunter, B. and Furnham, A. (2014) Consumer profiles (RLE Consumer Behaviour): An
introduction to psychographics. Routledge.
Link: https://www.taylorfrancis.com/books/9781317565857

Consumer Behaviour 9
Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B. (2013)
Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences
Journal, 23(1), pp.117-122.
Link: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140&rep=rep1&type=pdf
Mashahadi, F. and Mohayidin, M.G., 2015. Consumers' buying behaviour towards local and
imported cars: An outlook after the implementation of ASEAN free trade agreement (Afta) in
Malaysia. OUM International Journal of Business and Management, 1(1), pp.44-54.
Link: http://ijbm.oum.edu.my/sites/default/files/documents/Vol1No12015Paper4.pdf
Ramya, N. and Mohamed Ali, S.A. (2016) Factors affecting consumer buying
behavior. International journal of applied research, 2(10), pp.76-80.
Link: https://www.projectguru.in/publications/factors-influencing-consumer-buying-decisions/
Sharma, M.K. (2014) The impact on consumer buying behaviour: Cognitive dissonance. Global
Journal of Finance and Management, 6(9), pp.833-840.
Link: http://www.ripublication.com/gjfm-spl/gjfmv6n9_05.pdf
Solomon, M., Russell-Bennett, R. and Previte, J. (2012) Consumer behaviour. Pearson Higher
Education AU.
Link: http://www.semesteratsea.org/wp-content/uploads/2015/03/Trittipo_SEMS-
3500_Consumer-Behavior3.pdf

Consumer Behaviour 10
Appendix
Link for survey: https://www.surveymonkey.com/r/Y2WQJMC

Consumer Behaviour 11