Toyota Hilux Purchase: Consumer Behavior and Decision-Making Process

This report provides a comprehensive analysis of the consumer decision-making process involved in purchasing a Toyota Hilux. It begins with an executive summary outlining the factors influencing consumer buying behavior, such as beliefs, lifestyle, and income. The report then presents primary res...Read More

Running Head: Decision-making process 0
Decision-making process

Decision-making process 1
Executive summary
Consumers buying behaviour is dependent upon their beliefs, culture, life style, income class
and mentality. This report includes analysis of two Toyota’s customers buying behaviour
based to their interview answering. The decision-making process of an individual plays an
important role to choose any product for purchasing. There are several purposes and
requirements that influence an individual to buy a particular product. This report covers all
the decision-making process that are involved in buying Toyota company’s product by its
two customers.

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Contents
Introduction................................................................................................................................3
Primary research.........................................................................................................................3
Comparison of the primary research with academic literature..................................................5
Summary....................................................................................................................................7
Bibliography...............................................................................................................................8
Appendices.................................................................................................................................9
Appendix 1.............................................................................................................................9
Interview.............................................................................................................................9
Consent.............................................................................................................................11
Appendix 2...........................................................................................................................12
Interview...........................................................................................................................12
Consent.............................................................................................................................14

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Introduction
Buying behaviour of an individual is the combination of its preferences, attitude, mentality,
and decision-making process. Customer’s buying behaviour is an important factor considered
in making marketing strategies for any product’s promotion. There are many factors in life
style, age group, occupation and salary that influence an individual’s buying behaviour
(Thangasamy, 2014). People also get influenced in their decision-making process by
advertisement, promotional events and product’s review given by other people.
In this report, Toyota company is considered to analyse buying behaviour and decision-
making processes of its customers. Toyota company is a Japanese automotive manufacturing
company that was founded in the year 1937 by Kiichiro Toyoda. It is a multinational
company, headquartered in Toyota city, Japan (Toyota, 2020). Toyota Hilux is a compact
pickup truck, used for both personal and commercial purposes. There are more than 364,445
employees and 606 subsidiaries in the company. In this report the company’s two customers
are interviewed and analysed to acknowledge their decision-making process while buying the
product.
Primary research
Martyn Fuit and Richard Thomson were interviewed to acknowledge the decision-making
process of Toyota’s customers. These two customers of Toyota purchased Hilux car in last
six months. According to the interview, for both the customers it was extended kind of
purchase as the product is expensive and they repurchase the type of product in four to five
years. Also, it is obtained that increasing requirements and continuous issues in previous
products are the main problems that made both the interviewees buy the product. Mostly,
products like Toyota Hilux are not often purchased and require a strong and valid reason to
buy it. The decision-making process of both the interviewees include research of the product

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before buying it. It is noted that internet is an important medium to get information about any
product, also it provides free analysis of the product (Hearn, 2020). It can provide review of
the product as well as new updates. Although, word of mouth is also considered as
influencing factor in both the cases. People believes in the review given by someone actually
using the product, also it helps them to compare alternative products.
Both the customers of Toyota company researched well before buying the product. The
criteria of research depend upon the requirements of people. One of the customers needed the
vehicle for personal use and the second customer required it for growing business. Upgraded
and new features of the product attracted both the customers. Features of the product reduce
time and effort of the person as well as provides better experience. In the case of growing
business, the main evaluating criteria for the product is big space and good mileage. This is
an important factor that considered in both the cases because it saves time and money. For a
business both the factors are important to reach success and even for personal use it is
important factor to consider. Service is also considered while evaluating the products. Service
is an important factor for any vehicle for its maintenance. If the service of the company is not
good, buying a product as expensive as this will become useless and will take much effort to
maintain. The company’s product is low maintenance vehicle, so this factor also saves the
time and becomes an important factor to consider specially when the business is dependent
on it. The consumers decided to buy the product by measuring all the factors and analysing
all the alternative they got. People interference also played an important role in their
decision-making process while buying the product (Appendix 1 & Appendix 2).
The criteria that are used in selection of a product, affects the outcome of the decision. Both
the customers purchased the products from the Toyota showroom near them. Martyn Fuit
purchased it from Rockingham Toyota showroom. One of the customers purchased it by
giving full payment and the other one bought it by taking a loan. The mode of payment

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depends upon the income of an individual in the case of purchasing vehicle. It took a long
planning for one customer to buy the product even with loan, in the other hand the second
customer bought it with no trouble (Appendix 1 & Appendix 2). The buying behaviour of
both the customers are different as it is dependent upon their class of income. the first
customer took the decision out of need and for replacing another car. In the other hand the
second customer took it as opportunity for growing the business. People approach decision
making to buy a product in different ways. Every person is unique in terms of mentality,
ability, culture, beliefs, and values.
Decision-making may be complex or messy, relative to the environment and time of taking
decision. Decision situations may include risk and uncertainty, recognising these elements in
decision making process is the main challenge that can be faced while taking any decision to
buy a product. There may be a risk of failing to pay the loans or unexpected fall in business in
these cases. Both the customers consider review of family and other people connected to
them for making such decisions. Decisions that are made with the help of others have better
chance of exploring maximum criteria while deciding to buy such product (Appendix 1 &
Appendix 2).
According to the interview both the customers are satisfied with their product as it is meeting
the requirement of purchase. Bothe the customers stated that, they will buy the same product
again, this shows that they are loyal customers to the company and happy with what they get
as product and its service (Appendix 1 & Appendix 2).
Comparison of the primary research with academic literature
Consumer research importance is dependent upon the affiliated risk and price. People does
not buy products very often that are more costly and thus contains high risk of losing money.
People mostly research the quality and features of the product which they assume to be

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important requirement. The requirements that are listed by the customers while researching
about the product affects the final outcome that is selection of the product (Bazerman, 2011).
People use several mediums to research and compare the products according to the
availability and knowledge. According to both the cases, the customers had some particular
requirements that to be meet by the product. Both the customers used people’s review and
internet for the research. The knowledge and information that can be used from internet
helped the customers to make wiser choices for selecting required product. As, both the
customers had most of the common requirement from their product and their alternative
product was also same implies that both the customers researched in the same direction with
same sources (Appendix 1 & Appendix 2).
The buying behaviour of customers frequently change, respective of time and environment.
people often use to buy things that are advanced and new. An individual’s buying behaviour
may also depend upon their life style and success. Consumers often use to buy products that
can show their status as well as that can maintain their position on society. Also, sometimes it
is irrespective of status and life circle but depends upon the culture and needs of a person
(Solomon, et al., 2012). According to the interview one of the customers purchased the
product for the personal use to replace the old one. In the other hand the other person
purchased the product to for the growth of its business. In both the cases there was genuine
requirement to be fulfilled (Appendix 1 & Appendix 2).
There are several psychological techniques that have been used to measure consumer’s
reaction. In these days, people are affected by many unique issues of marketing that are hard
for their thought process. Psychological factors include learning ability of an individual, need
or situation and attitude to an individual (Wells, 2014). Perception and attitude of an
individual decides their response towards marketing message and advertisement. People
sometimes buy the product they even do not require, but for showing their status. Sometime

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people require a product but do not buy it, by just ignoring the requirement. The
psychological factor that result in buying decision of an individual depends on the upbringing
of the individual or the way people around him behaves. The marketing of any product by a
company is done by considering the psychological factor aligned with customer’s buying
behaviour. The marketing includes promotion of the product and advertising (Ramer, 2011).
According to the interview both the customers used advertisement in their buying decision
(Appendix 1 & Appendix 2). The marketing of the product can be said to be successful as
both of the customers get influenced by it.
Consumer marketing includes selling the products, goods and services that can be used by the
customer and can be shared with others. According to consumer market, customers make
their own decisions in spending their money and use of products they purchase (Gamble &
Gilmore, 2013). In these two cases the consumer marketing in buying behaviour is found to
be less, as the both the customers were purchasing the products for their own use and for
business prospective.
Summary
The decision made by both the customers of Toyota company is dependent upon the
requirements and needs. Both of them researched similar products and concluded the same
product, also they mentioned their alternative product was also same. These implies that they
researched similarly even when they had different objectives. The decision-making process of
both the customers dependent upon the advertisement, and review of the product. So, it can
be said that advertisement and word of mouth plays an important role in buying decision for
cars.

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Bibliography
Bazerman, M. H., 2011. Consumer Research for Consumers. Journal of Consumer Research,
27(4), pp. 499-504.
Gamble, J. & Gilmore, A., 2013. A new era of consumer marketing. European Journal of
Marketing.
Hearn, I., 2020. Impact. [Online]
Available at: https://www.impactbnd.com/blog/how-has-the-internet-changed-buying-
behavior
[Accessed 30 March 2020].
Ramer, J., 2011. Integrated Advertising System. U.S., Patent No. 13/018,952..
Solomon, M., Russell-Bennett, R. & Previte, J., 2012. Consumer behaviour. s.l.:Pearson
Higher Education.
Thangasamy, E., 2014. Factors Influencing Consumer Buying Behaviour. Global Journal of
Management And Business Research, pp. 51-55.
Toyota, 2020. Toyota. [Online]
Available at: https://www.toyota.com/
[Accessed 28 March 2020].
Wells, V. K., 2014. Behavioural psychology, marketing and consumer behaviour: A literature
review and future research agenda. Journal of Marketing Management, 30(12), pp. 1119-
1158.

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Appendices
Appendix 1.
Interview
Name: Martyn Fuit
Age: 33
Gender: Male
Occupation: Advocate
Annual income: $137,660
Question 1. Which product you purchased from Toyota in last six months?
Answer: I bought Toyota Hilux three month ago.
Question 2. From where you purchased it? And how you paid?
Answer: I purchased it from nearby Rockingham Toyota showroom. I purchased it by giving
20% amount of money by myself and rest of it by loan.
Question 3. What as the purpose of buying the particular product?
Answer: I bought it for personal use.
Question 4. What triggered you to realize you need a car?
Answer: My old car was troubling me and from a long time I was thinking to buy a new car.
Question 5. In scale of 1 to 10, rate other’s influence in your buying decision.

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Answer: I will give 6 out of 10, as I take advice from my family before buying costly
products.
Question 6. How often you buy a car or similar product?
Answer. In around 4 to 5 years I change my car.
Question 7. What was the reason behind selection of this particular product?
Answer: There are many reasons that I selected this product, but the main factor is its
features.
Question 8. Will you buy the car from the same brand again?
Answer: I guess so, even my last car was from the same brand.
Question 9. Have you researched about the product before buying it? From where?
Answer: Yes, I did research before buying it. I used internet to do it.
Question 10. In your research, which products you found as alternatives?
Answer: Mazda BT-50
Question 11. How do you get to know about this product?
Answer: Advertisement.
Question 12. Among the following option which factor influenced you most to buy this
product?
□ Advertisement □ Friends/Relatives review □ Product availability □ Promotional
events □ Attractive offers
Answer: Advertisement.
Question 13. Please specify the reason behind buying this car? (Select any five)

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□ Good Look □ Mileage □ Safety □ Symbolic
□ Speed □ Size □ Resale Value □ Service
□ Luxury □ Reliability □ Low maintenance □ Spare Parts availability
□ Modern in tune with time □ Features
Answer: Good look, Mileage, Size, Service and Features. As I wanted a good-looking car that
can be used for all purposes. It has advanced features and the company provides few free
services too.
Question 14. Is the product satisfying your need?
Answer: Yes, I am very happy with this car.
Consent

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Appendix 2
Interview
Name: Richard Thomson
Age: 29
Gender: Male
Occupation: Business
Annual income: $280,000
Question 1. Which product you purchased from Toyota in last six months?
Answer: I bought Toyota Hilux mini truck.
Question 2. From where you purchased it? And how you paid?
Answer: I purchased it from nearby Toyota showroom. I Purchased it by paying it by check.
The day the check was cleared the company delivered it to my home.
Question 3. What as the purpose of buying the particular product?
Answer: I bought it for commercial use.
Question 4. What triggered you to realize you need a car?
Answer: I have two more of these cars, but it was not fulfilling the requirement of my
business.
Question 5. In scale of 1 to 10, rate other’s influence in your buying decision.
Answer: 3, as I take my own decisions by considering the requirements and sometimes
review given by the other users.

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Question 6. How often you buy a car or similar product?
Answer. It depends upon the need, but I replace my vehicles in 5 years maximum.
Question 7. What was the reason behind selection of this particular product?
Answer: There are many reasons behind the selection of this product, but the main reason is
that it provides a good space for both the purposes.
Question 8. Will you buy the car from the same brand again?
Answer: Yes, I already had 2 same cars before buying the third one.
Question 9. Have you researched about the product before buying it? From where?
Answer: With this one, not really. But when I purchased my first Toyota car, I researched it
very deep through internet and also took review from my friends.
Question 10. In your research, which products you found as alternatives?
Answer: Mazda.
Question 11. How do you get to know about this product?
Answer: Through my friend
Question 12. Among the following option which factor influenced you most to buy this
product?
□ Advertisement □ Friends/Relatives review □ Product availability □ Promotional
events □ Attractive offers
Answer: Attractive offer in respect to free services.
Question 13. Please specify the reason behind buying this car? (Select any five)
□ Good Look □ Mileage □ Safety □ Symbolic

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□ Speed □ Size □ Resale Value □ Service
□ Luxury □ Reliability □ Low maintenance □ Spare Parts availability
□ Modern in tune with time □ Features
Answer: Size, Features, Service, Low maintenance and Mileage
Question 14. Is the product satisfying your need?
Answer: Yes, that is why I purchased one more.
Consent