Consumer Behaviour Analysis: E-Scooter Innovation Marketing Report

This report analyzes the innovation of e-scooters, specifically focusing on Neuron Mobility's advancements in design and features like modular components, aluminum chassis, and GPS tracking. It delves into consumer behavior theories, including the Theory of Reasoned Action, the EKB model, and Hawkins Stern Impulse Buying theory, explaining how these theories influence purchasing decisions. The report then applies these theories to the e-scooter market, suggesting strategies for companies to influence consumer behavior, such as providing clear product information, utilizing effective marketing tools, and understanding consumer impulses. The report concludes with a list of references used in the analysis.

Diffusion of Innovation
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Table of Contents
5. Types of innovation of the E-scooter.....................................................................................3
6. Theories of Consumer Behaviour..........................................................................................3
Application of the theories on the target market....................................................................4
References..................................................................................................................................6
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5. Types of innovation of the E-scooter
Neuron mobility has been declared as a company that has mastered in automotive
engineering and this title to the company has been given because of the fact, company has
introduced E scooters in the market of Australia. Company’s product has been observed to
take the urban commute of the place to innovative level. At Neuron the focus is always upon
the incorporation of the innovation in the manufacturing of the products. Company’s latest
model thus has focused to ease the maintenance and this product is tamper proof. The
structure of the new model shows that frame of the product is made of aluminium chassis and
this frame joins the two wheels which are of twelve inches, this kind of arrangement is
focused by the company in order to provide riders a smoother and safer ride (Akhaya T,
2019).
Another innovation of this product is the modular design which allows replacement of the
damaged modules within minutes and this innovative feature of the product is unique one
because previously days were spent upon the repairing of the scooter (Stone, 2019).
Finally, the third innovation which can be observed from the latest E scooter model has the
inbuilt installation of the software. The E scooters now have the GPS tracking feature and this
feature will enable the riders to park the scooters in the feasible place and will also guide the
riders to the right direction.
6. Theories of Consumer Behaviour
Consumer behaviour deals with the study of the purchasing behaviour of the consumers and
this behaviour mainly analysed by analysing the psychological state of the consumers
(Johnstone and Tan, 2015). Considering the aspects of consumer behaviour, it can be seen
that marketing plays significant role in influencing consumers purchasing behaviour (Chan,
Cheung and Lee, 2017). Theories on Consumer behaviour that can show how consumers are
influenced by the marketing skills of the companies are discussed below. Three theories
which are considered by the study are Hawkins Stern Impulse Buying theory, Theory of
Reasoned Action and the EKB model.
Theory of Reasoned Action
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This theory was created back in 1960 and the most significant feature of this theory is the
analysis of the pre existing attitudes of the consumers while considering the decision-making
process. According to this theory a consumer takes specific action with a view that this action
will result in specific expected result (Montano and Kasprzyk, 2015). Thus, this theory points
out that consumers at time of the purchase of any product looks for utility maximization. This
theory shows that consumer retains the change in the decision-making process starting from
the time he/she decides to purchase to the time the purchasing of the product is completed
(Ajzen and Kruglanski, 2019). Thus, ability to change is the main focal point of the theory.
EKB (Engel, Kollet, Blackwell) Model
According to this model on consumer behaviour, it can be seen that consumers utilizes five
step process while considering the purchase of any product. This model show that the first
step is the absorption stage which shows that consumers by seeing the marketing of the
products absorb them and after this stage consumers considers the information processing
stage and this stage shows that consumers undertakes comparison between the expectations
and the past experiences (Osei and Abenyin, 2016). Third stage of the model shows that
consumers after the information processing stage moves to the decision-making stage and this
decision by the consumer is made upon the rational insights about the product (O’Brien,
2015). In the decision-making stage consumer are affected by two things one is the external
influences and the other is the prices variables.
Hawkins Stern Impulse buying theory
This theory shows that impulse action of the consumer plays significant in the consumers
behaviour. According to the theory impulse purchase by the consumers are largely driven by
the stimuli and this purchasing behaviour have no link with the traditional decision-making
processes (Condon, 2018). This theory further shows that four categories results in impulse
buying by the consumers and these are firstly the pure impulse purchase, second is the
reminded impulse buy, third is the suggested impulse buy and the fourth is the planned
impulse decisions which is the final stage and this stage aids the consumers to know what is
they want to buy and why they want to buy.
Application of the theories on the target market
The theory of Reasoned action can be applied by the company upon the target market in the
way that, while marketing the E scooters company can provide a positive result about the
purchase of the product and this result provided to the consumers must be specific in nature.
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Another way this theory can be applied is the movement of the consumers through the sales
pipeline. Company must understand the long lags amid the initial intention of the consumer
and the final action of the consumer ( Vojvodic, Sosic and Zugic, 2018). In order to provide a
positive result about the product company can release the results of the experience of the
existing consumers of the E scooters and their experience will definitely result in positivity
among the consumers.
Company can utilize the EKB model and this they can do by considering two stage at the
initial stage company must provide enough insights about the product to the consumers and
these insights should be provided in such a way that consumers are driven by the products.
Company can use the effective marketing tools to provide deep insight about the product and
for this company may use digital marketing and all the traditional methods of marketing.
Company can utilize the Hawkins Stern Impulse theory by utilizing all aspects of the theory.
By implementing the concepts of the theory company can manipulate its product from the
packing style to the display of the product to the tools to marketing. Company if manages to
capture the impulsive thoughts of the consumers then it will be able to close the sale of the
product in a successful manner.
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References
Ajzen, I. and Kruglanski, A.W., 2019. Reasoned action in the service of goal
pursuit. Psychological review.
Akhaya T, P. (2019). E-scooter startup Neuron Mobility introduces its new e-scooter design
focusing on rider’s safety. [online] e27. Available at: https://e27.co/e-scooter-startup-neuron-
mobility-introduces-its-new-e-scooter-design-focusing-on-riders-safety-20190122/ [Accessed
27 Sep. 2019].
Chan, T.K., Cheung, C.M. and Lee, Z.W., 2017. The state of online impulse-buying research:
A literature analysis. Information & Management, 54(2), pp.204-217.
Condon, M.V., 2018. Incorporating attitudes into a new framework for impulse buying
behavior (Doctoral dissertation).
Johnstone, M.L. and Tan, L.P., 2015. Exploring the gap between consumers’ green rhetoric
and purchasing behaviour. Journal of Business Ethics, 132(2), pp.311-328.
Montano, D.E. and Kasprzyk, D., 2015. Theory of reasoned action, theory of planned
behavior, and the integrated behavioral model. Health behavior: Theory, research and
practice, 70(4), p.231.
O’Brien, E.J., 2015. An Empirical Exploration of the Alternative Evaluation Stage of the
EKB Model Relative to the Political Decision Making Process. In Proceedings of the 1987
Academy of Marketing Science (AMS) Annual Conference (pp. 19-23). Springer, Cham.
Osei, B.A. and Abenyin, A.N., 2016. Applying the Engell–Kollat–Blackwell model in
understanding international tourists’ use of social media for travel decision to
Ghana. Information Technology & Tourism, 16(3), pp.265-284.
Stone, L. (2019). Orange scooters a next-generation arrival on Brisbane streets. [online]
Brisbane Times. Available at:
https://www.brisbanetimes.com.au/national/queensland/orange-scooters-a-next-generation-
arrival-on-brisbane-streets-20190628-p5228y.html [Accessed 27 Sep. 2019].
Vojvodić, K.D., Šošić, M.D.M. and Žugić, J.D., 2018. Rethinking impulse buying behaviour:
Evidence from generation Y consumers. EMC REVIEW-ČASOPIS ZA EKONOMIJU, 15(1).
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