Consumer Behaviour Analysis: A Report on Motor Vehicle Preferences

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Science of consumer behaviour
Assessment 3
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Table of Contents
Introduction......................................................................................................................................3
Analyse the behavior of chosen respondents using the theories of personality..............................4
Analyse the behaviour of chosen respondents using the theories of demographics........................6
Recommendations............................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
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Introduction
Consumer behaviour is the concept which describes how individual customers, groups and
organizations buy, purchase, utilize and dispose of the products to satisfy their own needs and
desire. It is also defined that how consumers behave when they purchase the products. Many
factors influenced consumer behaviour which includes; economic factors, personal factors,
psychological factors and cultural/social factors. In this report, it describes three respondents and
analysis of their behaviour. Personalities of consumer behaviour describe the inner psychological
characteristics as well as traits of persons. It determines that how person respondents to the
environment. It will also define differences between their rankings towards evaluative criteria
and motor vehicles. It explains some suggestions for the marketer of one chosen motor vehicle
with the help of survey questionnaires. In this report, suggestions will help to understand how
marketers will adopt suggestions and attract to the customers. Suggestions will be made by the
theories of learning and based on memory.
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Analyse the behavior of chosen respondents using the theories of personality
For analysis, there are 3 respondents of motor vehicles by using the theories of personality and
demographics. In motor vehicle decision survey; respondent no.1 gives own views for different
motor vehicles. On the other hand respondent, 2 and 3 give different reviews for motor vehicles.
In the given survey by respondent 1; liked Mitsubishi Lancer which is suitable for not only in
price but also in price, brand, kilometres and fuel economy. Customers from Japan liked more
these types of brands.
Respondent 2 gives their views for Audi Q5 motor vehicle and feel that Volkswagen golf is also
better as compare to ford, Holden and Mitsubishi Lancer. In this case, airline pilot customer of
the motor vehicle gives their reviews and suggests that Audi Q5 is best for those customers
whose ages are 40-50 (Loureiro, et. al., 2012).
Respondent 3 gives their reviews for Ford territory motor vehicle. Ford territory is the
automaker’s Chinese model which develops in collaboration and local partners. According to
respondent 3, it is the best motor vehicle (Higgins, et. al., 2017).
Personality and demographic theory: According to the trait theory of personality; it defines that
the personality of humans is stable which is based on many factors and measured by rating scales
and questionnaires. On the other hand, demographics define the age, family, situation, income,
gender and ethnicity. In this factor, it defines how various factors which include; age, family
situation attract to purchase the motor vehicles (Reny, 2015).
Difference between their rankings of evaluates criteria with their choices:
Respondent 1 Respondent 2 Respondent 3
Personality Sympathetic Extravert Extravert
Age 29 41 52
Gender female male Female
Income own $57,100 $126,000 $69,000
Family
situation
$119,900 $126,000. $91,200.
Ethnicity Japanese American Australian
Prefer motor
vehicle
Mitsubishi lancer Audi Q5 Ford territory
Decisions By family members By Own-self By partners and
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children’s
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Analyse the behaviour of chosen respondents using the theories of demographics
Demographic factors of various respondents:
The first respondent prefers the lancer model which is very popular in Japan and the demand for
this model is famous for its brand and price. Trait theory is applied for Respondent 1 which
shows that the personality of the respondent 1 is different as compared to the other one. In the
trait theory, it indicates that traits are always constant towards the situations. It is based on the
customer’s moods, perceptions and the demand of the market (Heidenreich, & Kraemer., 2015).
In the given table of different respondents who describe various views and perceptions with their
own mindset. It not only describes their views but also describe their thoughts for motor
vehicles. Respondent 1 is an extravert, moody and open for the new experiences. Those qualities
not only describe their perception but also explained what their thoughts. It describes their
personality. In the demographical views, it describes that these types of person choose the latest
model according to their personality. Young generation utilized the latest models of motor
vehicles, gadgets. Due to these reasons the perceptions of these types of personality wants latest
technologies rather than use the old ones (Servidio, 2014).
Respondent 2 is extraverted and sympathetic and kind for the others it describes their
personality. They give their positive views towards Audi Q5 vehicle model. In the evaluative
criteria, they give their own score which is highest marks gives to on brands which means that
these types of personality focus on giving priority towards the brand as compare to colour of the
motor vehicles. In the demographical nature, these types of personality use advanced models for
purchase. In the given table it describes that respondent 2 ages is 41 and ethnicity is American.
These types of personality prefer prices when purchasing the motor vehicle. They give last
priority towards kilometres and fuel economy. In their purchase decisions, they want to take
suggestions for their loved ones.
Respondent 3 is extravert and sympathetic in personality nature. They give their reviews towards
Ford territory motor vehicle which means that they prefer to these types of model. In the
evaluative criteria, they give own scale rating according to the price, brand, body, colour,
kilometres and fuel economy. According to the second respondent, they give the highest score
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for price factors as compared to other evaluative criteria for motor vehicles models (Murthy & Y.
2018).
Demographic transition theory is the most extended explanation for population growth. In these
types of theories, consumers are categories in various sectors which include: married couples,
size of family, immigration and emigration.
Consumer behaviour is affected due to these demographical factors changes. Ages also affect the
buying behaviour and due to this impact, it affects the market segmentation and marketing
strategy. People choices of brands begin changes as they grow older. In this table, it shows that
various types of ages of respondents have their own choices towards the motor vehicle. Young
generation choose latest models whereas the old generation chooses the beneficial model and
focus on price and brand of the motor vehicle. Income is also affected the buying behaviour and
consumer behaviour of respondents (Wieder-Huszla et. al., 2014).
Respondent 2 is upper class and choose a luxurious model for purchase. On the other hand the
respondent, 3 is a lower class with low income so these people choose the low budget motor
vehicle.
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Recommendations
In the above-presented report of consumer behaviour; affected by various factors among
respondent’s age, income, education and family situation. In the current time period, people
incomes have declined and this factor affects purchasing behaviour. In the current economic
period, people grow choosier towards their incomes and expenses. This factor affects consumer
behaviour. Demographical and personality factor effect on respondent’s behaviour.
These factors can have depth impacts on people purchasing power and how people buy and
expenses, how marketers must do to accomplish increase sales. In that case, it is essential for the
marketers of the motor vehicle to adopt some suggestions for company growth and success.
 It is recommended for the marketers of one car model which is a Holden Colorado motor
vehicle. All the previous respondents do not suggest buying these types of models
because of their prices and fuel economy. This car model is a 5 seated and price is
$11,500 which is not sufficient and satisfied the customer’s needs and desire (Greene, et.
al., 2013).
 In that case, it is recommended for the marketers of this motor vehicle should make plans
for growing the demands.
 They must raise the option for customers and identify the customer’s needs and wants. It
not only gives the opportunities to gain the customer’s interest and also helps to increase
productivity.
 Marketers should change the policy factors of the motor vehicle for the purpose of
fulfilling the customer’s demands and desire.
 Marketers should increase investment in company sales and purchase. It helps to identify
the customers purchasing behaviour and also helps to gain the knowledge of buyer’s
behaviour and people demands.
 It is suggested that Holden motor vehicle marketers should follow effective strategies to
gain the customer's interest and engage with modern consumers (Koekemoer, 2014).
 Pay social influences; brand awareness is essential for the company as well as its
marketers. Holden should influence to showcase the car via Instagram pages, websites
and social media.
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 Tackle the customer’s emotions. It is essential for marketers to understand the customer’s
emotions and attract them towards brand look.
 Marketers should find out the channels to engage with customers. It is essential for the
marketers to see the consumer first and engage with the right way; so that they feel
aligned with the Holden brand. It gives many opportunities for the company business also
gives chances for growth.
 Communicate with the people in a different way. It is the most important factor which
directly affects the company business. Marketers should follow the creativity factor
which helps to make a marketing strategy (Marion, et. al., 2013).
 Customer experiences and satisfaction is essential for the car motor industry and
customers are the centre of its business. So marketers should act towards them and
proofing the brand for connecting the customers with cars.
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Conclusion
It is concluded that this report gives the ideas of various respondent’s perceptions. In this report,
it explained consumer behaviour by the help of three respondent’s with their different views. 3
questionnaires view not only provide the information towards motor vehicles but also provide
thoughts and evaluative criteria of their choices. Mitsubishi Lancer, Audi q5 and ford territory
are chosen by these respondents. In the given report it described and explained various
personalities and demographical natures of the consumers for the motor vehicle. It not only helps
to understand the customer’s behaviour but also provides knowledge for purchasing power
according to the evaluative criteria. In the report, it also explained some recommendations for the
marketers of the low rating motor vehicle so that they will adopt these suggestions into its
marketing planning when they launch the new model of the vehicle and attract people.
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References
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 Wieder-Huszla, Sylwia, Szkup, Malgorzata, Jurczak, Anna, Samochowiec, Agnieszka,
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