Analysis of Consumer Behavior Related to Kia Sportage Purchases

This report provides an in-depth analysis of consumer behavior concerning the purchase of the Kia Sportage family car. It examines the product profile, highlighting features and benefits, and discusses the car's lifecycle and competitive landscape. The report identifies the target market for the Kia Sportage, focusing on demographics, psychographics, and behavioral variables. It also explores the factors influencing consumer decision-making, such as need recognition, information search, evaluation, and post-purchase behavior. The report concludes with recommendations for enhancing customer satisfaction and improving marketing strategies, including social media marketing and rating systems. The analysis draws upon both primary and secondary data to offer practical insights into the Kia Sportage market.

Running head: CONSUMER BEHAVIOR
Consumer behaviour related to the purchase of Kia Sportage Family Car
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CONSUMER BEHAVIOR
Table of contents
Product...........................................................................................................................2
Product profile................................................................................................................2
Benefits of the product...................................................................................................2
Lifecycle of the product.................................................................................................3
Competition....................................................................................................................3
Kia Sportage as a high volume purchase product..........................................................4
Target market profile......................................................................................................4
Conclusion......................................................................................................................5
Recommendations..........................................................................................................6
References and bibliography..........................................................................................7

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CONSUMER BEHAVIOR
Introduction
Consumer behaviour is an important aspect in marketing. Within the purchases,
sentiments of the consumers are mixed. These sentiments help the personnel to create
strategies for producing quality products and services (Solomon et al., 2014). This report
attempts to peek into the product specifications and target market profile of Kia Sportage
Family Car. Within this, focus would be placed on the factors, which influence the customers
to make this purchase. Primary and secondary data acts as a practical example in terms of the
customer-oriented services. Recommendations would be an agent in terms of improving the
quality and standards of the services of the car in terms of achieving large scale customer
satisfaction.
Product
Product profile
Product name Kia sportage
Product brand Kia
Price $24000
Benefits of the product
Kia Sportage is a car of the SUV segment. The outer appearance is enough for
attracting the customers. The engineers have crafted the spare parts with care and attention
for enhancing the comfort of the users. Inbuilt anti-theft mobiliser is one of the modern
technologies, which makes the car popular within the customers (Kia.com.au, 2018). Along
with this, burglar alarm also assures the customers about the safety of the car in the parking
lot. Storage facilities of cups, glass, sunglass, maps and luggage hooks make the car a flexible
one and suitable for family drives.

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Lifecycle of the product
1991 was the time, when Kia Sportage made its entry into the Australian market.
Mention can be made of Britain, where 13292 cars were delivered in the month of
September. The latest model was launched for the public in 2016. The following year proved
advantageous as the sales revenue was recorded 38000 units. However, the global accredition
came in 2018, when the sales revenue reached the scale 5 million (Kia.com.au, 2018). The
major drive behind this is the high quality technology, which reflects the innovative
artisanship of the engineers. Boost in the sales of cars like Hyundai Tuscon declined the
sales revenue of the Kia sportage.
Figure: Product life cycle of Kia Sportage Family car
Competition
Cars like Hyundai Tucson gives tough competition to brands like Kia Sportage. This
is due to the stylish outer appearance. Fuel efficiency and curved shape of the car appeals the
customers, increases its sales revenue. Comparison can also be drawn with Nissan Juke. Its

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rides are very stiff and nimble to handle. The cramped back seat space and small cargo bin
makes the car size small (Juster, 2015). However, Honda CR-V and Toyota RAV4 achieves
accolades and glory in terms of gaining large-scale customer satisfaction. This is in terms of
the utilization of hybrid model for better fuel economy and performance.
Kia Sportage as a high volume purchase product
Intelligent Park Assist System makes Kia Sportage a high volume purchase product.
Hands free smart power talligate automatically opens the gate when the user stands in front of
it. Along with this, Diesel All-Wheel Drive assists the users to tackle the car even in adverse
situations. Apart from this, Advanced High Strength Steel (AHSS) ensures the safety of the
driver, increasing the purchase of the car (Kia.com.au, 2018). Typical examples of safety
measures are Blind Spot Detection and Autonomous Emergency Braking, which assists in
prevention of accidents.
Target market profile
Target market for Kia Sportage
Target market Young to adult, who are passionate towards
driving
Purchase power Strong
Willing to purchase Strong
Variables Behaviors, beliefs and attitudes
Demographics Young to adults, middle income
Geographic Developed countries, smart cities
Psychographic Middle high class, passionate towards travelling
Behavioural Tech-savvy
Kia Sportage is suitable for the young and adults, who are passionate towards
travelling. This target segment has high purchasing power, as they possess a stable income.
Smart cities and developed countries have high technological advantage, which helps the

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users to access the technical features within the car in an efficient and effective manner. The
people are concerned about the safety of their family, which is very well present in the in-
built features of the Kia Sportage Family Car.
Factors influencing decision-making profile
Need recognition is the primary factor, which the consumers look before making a
purchase. In case of Kia Sportage, the need is accommodation for the family members.
Information search is the next factor, which the consumers adopt for purchasing quality and
branded products (Lantos, 2015). Attaching the case of Kia Sportage, the consumers look for
interior, outer appearance, in-built features, engine capacity, mileage among others. The next
factor is evaluation and selection, where the consumers compare the facilities provided by
the brands like Toyota, Hyundai and finally select the preferred brand. Next comes the
selection of the outlet from which they make the purchase of the car. After the purchase, the
customers would rate the service, which reflects whether they have been satisfied with the
purchase or not (Godey et al., 2016).
Conclusion
This assignment proves successful in providing an insight into the consumer
behaviours related to the purchase of Kia Sportage Family Car. Execution of the target
market acts assistance in terms of improving the focus towards providing customer-oriented
services. Planning in this direction proves beneficial in terms of escalating the sales revenue
and the profit margin. Segmentation of the target market enhances the awareness of the
marketers about the specific needs, demands and requirements of the customers.
Consideration of the factors, which influence the decision-making process of the customers,
proves beneficial in terms of enhancing the brand image.

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Recommendations
Involving the customers in the decision-making process would prove beneficial in
terms of bringing quality within the products and services. Herein lays the appropriateness of
social media marketing. Uploading the image of the newly launched models would be a wise
step in terms of enhancing the trafficking of the audience towards the brand image. Within
this, pay per click advertising can stabilize the financial parameter of the brand, Kia. Using
rating system enhances the awareness of the personnel regarding the behaviours of the
customers towards the launched products and services. These rates can be a means of
increasing the standards and quality of the business activities.

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References and bibliography
Ghose, A., Ipeirotis, P. G., & Li, B. (2014). Examining the impact of ranking on consumer
behavior and search engine revenue. Management Science, 60(7), 1632-1654.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Juster, F. T. (2015). Anticipations and purchases: An analysis of consumer behavior.
Princeton University Press.
Kia.com.au (2018), Annual sales revenue reaches 5 million globally, Retrieved 14th May
2018 from https://www.kia.com.au/util/news.detail.html?_charset_=UTF-
8&sc.seq=765&articleNo=109
Kia.com.au (2018), Sportage car, Retrieved 14th May 2018 from
https://www.kia.com.au/cars/sportage.html
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Lindquist, J. D., Lane, P. M., & Kaufman, C. J. (2015). Polychronic Behavior: Conceptually
Where are We and What are the Marketing and Consumer Behavior Implications.
In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual
Conference (pp. 27-31). Springer, Cham.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R.
(2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.