Portfolio Report of Consumer Behaviour in Relation to Motor Vehicles

This report provides a comprehensive analysis of consumer behaviour in relation to the consumption of motor vehicles, using Aston Martin as a case study. It begins by defining the concept of decision-making units and buyer personas, highlighting their relevance in understanding consumer behaviour in both online and offline contexts. The report then delves into the consumer decision-making process, outlining various models and their implementation in understanding consumer behaviour. It further explores the influence of reference groups, consumer identity, lifestyle, and paid influencers on purchasing decisions. The impact of culture on consumer behaviour in online and offline environments is also discussed. The report concludes with practical recommendations for a company entering different countries.