Analyzing Consumer Behavior and Marketing Strategies for Lamborghini

This report provides a comprehensive analysis of consumer behavior concerning the Automobili Lamborghini brand, specifically within the Australian market. It delves into the significant impact of social influences, including culture and social class, on consumer purchase decisions for high-involvement luxury products. The report examines how cultural features and individualism-collectivism affect consumer choices, and it outlines the consumer decision-making process for high-value purchases. It also explores the characteristics and components of social class and its influence on consumer behavior. The report offers strategic marketing recommendations tailored to Lamborghini, emphasizing the importance of understanding social influences to enhance marketing strategies, product development, and promotional activities. The report also stresses the importance of considering the cultural background and individualist culture of the Australian market to effectively meet customer needs. This analysis aims to help Lamborghini capture a larger segment of the market by aligning its strategies with consumer preferences and social dynamics.

RUNNING HEAD: Consumer Behavior
Consumer Behavior

Consumer Behavior 1
Contents
Introduction......................................................................................................................................2
Culture.............................................................................................................................................2
Culture Features and its Effect on Consumer Behavior...............................................................2
The Effect of Individualism- Collectivism on Consumer Behavior............................................3
Consumer Decision- Making Process for High Involvement Purchases.....................................3
Social Class......................................................................................................................................5
Characteristics of Social Class.....................................................................................................5
Components of Social Class........................................................................................................5
Influence of Social Class on Consumer Behavior.......................................................................6
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Consumer Behavior 2
Introduction
Automobili Lamborghini is an Italian brand that manufactures high involvement products such
as luxury supercars, sport cars, SUVs, etc. (Automobili Lmaborghini, 2018). The customers of
Lamborghini generally belong to the rich, business class between the ages 25- 45 years who are
capable of affording expensive cars. Social influences play asignificant role in the purchase
decision of the customers. This essay focuses on the social influences such as culture and social
class which impacts the brand and product purchase decision in Australia at all stages of the
consumer purchase decision process. This essay also provides some recommendations to the
organization for enhancing the marketing strategies.
Culture
Culture can be defined as the compound of beliefs of human societies, their behavior, values,
traditions, roles and customs which play a significant role in understanding the concept if
consumer behavior. The basic reason of the desire or determination of a person is culture
(Schiffman, Cass, Paladino & Carlson, 2013).
Culture Features and its Effect on Consumer Behavior
Features of culture play an important role in identifying the ways in which consumer behavior is
affected by the culture. It is observed that differences in the culture among the customers are less

Consumer Behavior 3
within the country in comparison with the consumers outside the country. (DURMAZ, CELIK &
ORUC, 2003)
The needs and wants of the Lamborghini customers in Australia is determined by its culture.
Also, it changes from time to time, therefore, there is a chance that the customers can which to
products of other brands. Also, it is observed that the same culture is shared by the members of
the community that have the capability of purchasing Lamborghini products.
The Effect of Individualism- Collectivism on Consumer Behavior
According to Hofstede, a national culture is shared by every national population. National
culture is the culture which is capable of distinguishing one nation’s population with the
population of another (Samuel Craig & Douglas, 2006). The Hofstede’s model of national
cultural differences provides the dimensions of culture such as collectivism and individualism
that operates in a society. Culture is recognized as the most powerful determinants of consumer
behavior by cross- cultural researchers. The needs and wants of the consumers are shaped by the
cultural background. The focus of the individualist consumers is on determining the capabilities
of the product before making the purchase. On the other hand, collectivist consumers rely on the
other factors for the purpose of decision making such as symbolism and status (Nayeem, 2012).
Australia has a highly individualist culture (Hofstede Insights, 2018). This means that
Lamborghini cars are selected by the rich class consumers in Australia because such cars are
capable of providing their expected functional benefits. Therefore, Lamborghini customers in
Australia prefer it due to its better performance and not due to its associated status. Decision
regarding the purchase of Lamborghini is taken by the customers on the basis of internal
knowledge and personal experience.
Consumer Decision- Making Process for High Involvement Purchases
The consumers are already aware regarding the positives and negatives of their choice in terms
of price, quality, brand and innovation. In order to make reasoned decisions, the forecast of the
results of each option is attempted by the consumers for determining the best for the specific
situation. Sequential process is followed in the decision making of the consumers related to high
involvement products such as automobiles. Such process consists of recognition of the problem,
searching information, evaluating the brand and making selection, purchase and post purchase

Consumer Behavior 4
decisions. The decision making process of a consumer in relation to high involvement products
such as automobiles is considered to be a complex process. Such complexity is reflected in the
automobile purchase situations which are characterized by:
a) Seeking information regarding various brands
b) Making the comparison of the attributes of different products
c) Special preferences or brand loyalty for a particular brand
d) Choice which are required to be made with high level of awareness
The culture of Lamborghini consumers demands the car to fulfil their expected functional
benefits. For this, they follow a complete process of seeking information, making comparison
and then selecting a car that suits their preference. Since it is a high involvement product,
complexity is observed in the decision making process.
Figure 1 Consumer Decision Making Process Model
(Source: Neal, Quester & Hawkins, 2000)

Consumer Behavior 5
Social Class
Social class can be defined as the grouping of people having similar behavior on the basis of
their economic position in the market place. The determination of social class of a person is
made on the basis of variable factors such as income, occupation, education, wealth, etc. (De
Mooji, 2010).
Characteristics of Social Class
Similar behaviors are observed in the individuals belonging to same social class including their
preferences related to purchase of luxury items such as expensive cars. People move from one
social class to another and accordingly their preferences also change. The social class of a person
is determined by variables such as income, occupation and wealth (Sethna & Blythe, 2016).
The customers of Lamborghini cars also include those who have just switched to the social class
of upper class people. This is due to the increase in wealth and income of the consumers which
enable them to afford high involvement products.
Components of Social Class
Sociological and other researches regarding social class have highlighted nine variables as very
important in the stream.
 Economic variables- income, occupation and wealth play an important role because the
spending capacity of a person is determined what a person does for a living. It is
essential in determining the deference given to a person in the society.
 Interaction Variable- Association, personal prestige and socialization are the core of
social class.
 Political Variables- Class consciousness, power and mobility are significant for
understanding the political side of the stratification systems (Williams, 2002).
The customers of Lamborghini in Australia belong to the social class with higher income and
wealth. They are either top professionals or business man and their families who are among the
wealthiest families in the country. Such consumers have daily interaction and socialization is
with the people belonging to the same social status. They do not associate with the people
belonging to lower social classes in order to maintain their personal prestige. Their class
consciousness requires them to purchase high involvement brands.

Consumer Behavior 6
Influence of Social Class on Consumer Behavior
Common ways of thinking and values are shared by the members of the social class. The
interaction of the consumers is mostly with the people of the same social class. The consumer
behavior is significantly impacted by the social class. According to some researches, young
people belonging to upper class have stronger preferences for brands and they obtain proper
information before making any final decision for the purchase of product (Durmaz & Tasdemir,
2014).
The customers of Lamborghini in Australia are generally the rich business class people who
interact with the people of same status. Such rich people give higher preference to high
involvement brands. They seek latest technologies that are available only in expensive brands
and not in other low involvement brands. The youngsters belonging to the rich class obtain such
information regarding latest technologies and features from their social classes. The decision of
the customers to purchase Lamborghini is dependent on the choice and preferences of the social
classes to which they belong.
Recommendations
For the purpose of enhancing the marketing strategy of Lamborghini, the marketers should have
a clear understanding of the social influences on consumer behavior. The marketers must learn
the cultural properties in the process of analyzing the consumer behavior. This plays a very
important role in target market, market segmentation and product positioning (Gollwitzer,
Bieleke & Sheeran, 2016).
Product- the culture and social class of rich people makes them focus on the latest technologies,
features, quality and variants while making purchase decision. The theory of reasoned action
provides that the pre- existing attitudes of the customers affect their decision- making process.
This theory considers consumers as the rational actors who always prefer to act in their best
interests. Their social class requires them to switch to expensive luxury cars from time to time.
Continuous innovations should be introduced in the technologies for attracting the rich class
towards Lamborghini. Moreover, it should aim to launch new models with latest features in order
to maintain its superiority among other high involvement brands.

Consumer Behavior 7
Promotion- the marketers of Lamborghini should keep in mind that their consumers do not have
enough time for watching advertisements on television. Such upper class consumers generally
prefer to read magazines and books when they get time. As television programs, news and
dramas are preferred by the upper class consumers so the advertisements should be planned in
the breaks. Therefore, the marketing strategy of Lamborghini should focus on publishing
attractive advertisements in such books and magazine s preferred by rich class. Moreover, the
language spoken by the target social class should be considered by the advertisers for effective
outcomes. Therefore, the communication styles and communication channels should be appealed
by the marketers by way of determining and properly analyzing the social class that prefers
Lamborghini. The marketing consumer messages should be developed in accordance with the
effects of individualist culture existing in Australia on the consumer behavior. This means that
the cultural background should be considered while making the selection of the communication
techniques by the marketers (Parsons, Maclaran & Chatzidakis, 2017). The theory Marshallian
economic model should be considered by the marketers which provide that income will be spent
by the consumers on the product that will offer highest satisfaction to them. However, such
decision of the consumer to purchase the product will depend on the taste and relative prices.
Consumers apply their economic analysis when it comes to making purchase decision regarding
a luxury car (Solomon, Russell-Bennett & Previte, 2012).
Price- the consumer decision making process of the rich class does not depend on the prices of
the product. Lamborghini customers belong to such social class which is not at all bothered about
the prices of cars. The individualist culture of Australian customers demand expected functional
benefits from the luxury cars for which they are ready to pay more. Therefore, marketers of
Lamborghini should understand the cultural background (individualist) of Australia in order to
for the purpose of understanding the needs and wants of the customers. This will require them to
focus on capabilities of the Lamborghini cars. They should aim to introduce new features which
should have the capability of attracting the rich class. They can increase the prices but provide
the expected functional benefits to the customers (Lantos, 2015).
Lamborghini cars belong to the market segment of customers who prefer showing off their
products for maintaining prestige in their social groups. Therefore, their requirement should be

Consumer Behavior 8
aimed to be fulfilled by making the respective changes in the marketing mix. Moreover, it can
also launch bikes for expanding their target market.
Conclusion
There, it can be concluded that there is a great impact of social influences on the purchase
decision of the customers. This essay focused on the brand Automobili Lamborghini which
offers expensive luxury cars to its customers. The essay also explains the impact of social
influences such as culture and social class on the purchase decision of Lamborghini cars by the
people in Australia. Moreover, recommendations have been provided which should be taken
into considerations by the marketers by giving due importance to the social influences affecting
the purchase decision of Lamborghini. This will allow Lamborghini to capture greater section of
the market in future.

Consumer Behavior 9
References
Automobili Lmaborghini. (2018). AUTOMOBILI LAMBORGHINICOMPANY PROFILE.
Retrieved April 2, 2018 from https://www.lamborghini.com/en-en/company
Beugelsdijk, S., Maseland, R., & Hoorn, A. (2015). Are scores on Hofstede's dimensions of
national culture stable over time? A cohort analysis. Global Strategy Journal, 5(3), 223-
240.
De Mooji, M. (2010). Consumer Behavior and Culture: Consequences for Global Marketing
and Advertising. SAGE Publications.
Durmaz, Y., & Tasdemir, A. (2014). A theoretical approach to the influence of social class on
consumer behavior. American International Journal of Social Science, 3(3), 187-191.
DURMAZ, Y., CELIK, M., & ORUC, R. (2011). The impact of cultural factors on the consumer
buying behaviors examined through an impirical study. International Journal of Business
and Social Science, vol 2(5). pp. 109-114.
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Hofstede Insights. (2018). COUNTRY COMPARISON. Retrieved April 2, 2018 from
https://www.hofstede-insights.com/country-comparison/australia,fiji/
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Business and management, 7(21), 78.
Neal, C., Quester, P., & Hawkins, D. (2000). Consumer Behaviour–Implications for Marketing
Strategy. Irwin/McGraw-Hill, Sydney, NSW.

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Parsons, E., Maclaran, P., & Chatzidakis, A. (2017). Contemporary issues in marketing and
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Samuel Craig, C., & Douglas, S. P. (2006). Beyond national culture: implications of cultural
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Schiffman, L., Cass, A., Paladino, A. & Carlson, J. (2013). Consumer Behaviour. Pearson
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Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher
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