Consumer Behaviour and Marketing Analysis of Toyota Camry Hybrid 2014

This report provides an executive summary and in-depth analysis of consumer behavior and marketing strategies employed by Toyota for its Camry Hybrid 2014 model. It begins with an overview of Toyota, its products, and services, followed by a critical analysis of the company's marketing strategy, including the 'Just in Time' method, skimming pricing, and customer relationship strategies. The report also examines Toyota's communication mix, detailing personal selling, advertising through various media, public relations, and direct selling methods. Furthermore, it explores key consumer behavior factors, such as brand perception, pricing strategies, and after-sales services, which influence purchasing decisions. The report concludes with recommendations for Toyota to enhance customer relationships and competitive advantage, suggesting innovations like reminder alarms, error detection devices, and easy-clean car surfaces to further attract and retain customers. The analysis emphasizes how understanding customer behavior is crucial for developing effective marketing strategies, ultimately impacting sales and profitability.

Consumer
Behaviour
and Marketing
Psychology

EXECUTIVE SUMMARY
Behaviour of a customers is directly and directly impact on sales as well as profitability
ratio of a company. Here customer can be any person, group or company which purchase
products and services in order to fulfil their services and requirement. This will include concern
of service user on different basis such as mental, emotional and behaviour during buying
products and services. This report is based on Toyota that is founded by Kiichiro Toyoda in the
year 1937 and its headquarter is situated in Toyota City, Japan. They offer variety of variety of
products and services at worldwide level. They products offering are Toyota, Lexus, Ranz,
Scion, TRD, Gazoo Racing and Daihatsu as well as services are London Stock Exchange, New
York Stock Exchange as well as at Tokyo Stock Exchange. This report will include information
about customers behaviour while they purchase products. It is essential for a firm to develop
proper marketing strategy which help in attaining goal as well as they also need to consider
factors which impact on customer's behaviour. Along with this respective company also adopt
various communication mix which will help company in advertising their products and services
which attract more and more customers.

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY ..................................................................................................................................2
Company, products and services overview.................................................................................2
Critical Analysis..........................................................................................................................3
Recommendation.........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFRENCES ..................................................................................................................................8
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INTRODUCTION
Consumer behaviour defined as a factor which directly and indirectly impact on buying
behaviour of an individual customer, group or company in order to satisfy their need as well as
requirement. It will include service user's mental, emotional and behaviour concern while
purchasing a particular products as well as services (Hoyer, MacInnis and Pieters, 2013). So it is
necessary for an organization to concern these factors of customers while designing as well as
developing products and services. Organization selected for this assignment is Toyota which is
founded by Kiichiro Toyoda in year 1937. Its headquarter is situated in Toyota City, Japan and
they offer variety of products at worldwide level. This report is include brief description about
respective company current marketing strategy, marketing communication mix and customers
behaviour in respect of Toyota Camry Hybrid 2014.
MAIN BODY
Company, products and services overview
Toyota is a public company which is operating its business at automotive industry. It is
established by Kiichiro Toyoda in year 1937 and its headquarter is situated in Toyota City,
Japan. They are offering variety of products like auto mobiles, luxury vehicles, commercial
vehicles and engines at worldwide level (Mullen and Johnson, 2013). Along with this they also
provide several services such as banking, financing and leasing. The respective company offer
their products through various divisions such as Toyota, Lexus, Ranz, Scion, TRD, Gazoo
Racing and Daihatsu. They have approx 600 subsidiaries. Respective company is also listed at
London Stock Exchange, New York Stock Exchange as well as at Tokyo Stock Exchange.
There are various products and services are offer by respective company from which one
of them is Toyota Camry Hybrid 2014. It is consider as strong modification for class and
according to company when a driver drives respective car they feel like they are driving on a gas
that is only sedan. Respective company power train is combination of four cylinder engines
along with single electric motor that is of 200 horsepower. Its single electric motor and engines
are made up of nickel metal hydride batter pack (2014 Toyota Camry Hybrid, 2019). It offer
various effective facilities such as having great fuel economy, acceleration is strong, spacious
cabin, effective reliability and up dated model of this which is launch in 2014 have standard rear-
view camera as well as this model also have innovative system of navigation.
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Critical Analysis
Marketing Strategy
Marketing strategy is refers to business guideline which help companies in reaching to
their potential customers in order to encourage them to purchase products and services offer by
firm. It will include various factors such as company value, marketing message, information,
detail of target customers and many more (De, 2019). Through effective marketing strategy
company able to contact with their customer in effective as well as appropriate manner. In
respect of Toyota Camry Hybrid 2014 marketing strategy adopted by them are mentioned
below:- Just in time strategy: It refers to strategy which is used by a company for their
production process in order to reduce cost of manufacturing through decreasing inventory
stage of procedure which is conducted at workplace. In respect of Toyota they adopt Just
in Time method while working on Toyota camry Hybrid 2014 and through this they able
to reduce cost as well as labour (Toyota’s Just-in-Time method, 2019). Along with this,
respective strategy also help in developing products and services which is according to
customers requirement. Skimming pricing strategy: It refer to pricing strategy in which at first company set high
price of the product and after some duration of time they will reduce price. This strategy
was generally adopted by companies which are offering luxury or expensive products and
services. In respect of Toyota for launching Toyota camry Hybrid 2014 they adopt
skimming pricing strategy through which they attract more rich customers or service
users.
 Customers relation strategy: According to this strategy company able to serve their
customers in effective manner which help in attracting potential service users in effective
manner. Through this they also able to develop as well as maintain proper customers
relation which leads to their retaliation (Vanvan and Wärneryd, 2013). In respect of
Toyota they provide various after sales services for Toyota camry Hybrid 2014 through
which they able to attract and retain customers for a long time duration. Such as they
provide one year free maintenance, 24 hours free emergency services just at one call and
many more.
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These are some of the major marketing strategy which are used by Toyota in order to
launch Toyota camry Hybrid 2014 in effective manner. Through this strategies they able to
develop effective products which fulfil need and requirement of customers as well as encourage
them to purchase particular products. By this respective company able to high profitability ratio
and market share.
Communication Mix
It refers to various methods which is adopted by company in order to communicate and
maintain relationship with customers in effective manner. By adopting effective communication
mix firm able to understand requirement of service user which help in developing products and
services (Baker and Saren, 2016). This will also attract them encourage them to purchase their
products through which company able to attain their target. Along with this, communication mix
generally refers to the ways which is adopted by a firm for enhancing their profitability through
advertising and promotion activities. There are various ways of communication mix which can
be adopted by a firm such as advertising, personal selling, sales promotion, public relation,
internet marketing and many more. In respect of Toyota in order to conduct communication mix
for Toyota camry Hybrid 2014 they adopt various ways such as personal selling, public relation,
sales promotion. Direct selling and advertising (Toyota’s Marketing Mix (4Ps) Analysis, 2019).
There are various methods used by respective company in such as for personal selling
Toyota adopt dealership who personally advertise about Toyota Products to its potential
customers. For conducting advertising respective company adopt various mode such as
television, newspaper, websites and many more. They also adopt several modes for public
relation like they organize Toyota together green program through which they able to support
greenery and environment as well as they also conduct programme of meal per hour in which
they donate food to food bank of different places. Through this they able to create positive public
relation. Along with this they also adopt various other method of communication mix such as
advertisement through television, radio, billboards, poster and many more. Their products and
service also get promoted through word of mouth publicity (Boush, Friestad and Wright, 2015).
Moreover respective company also sale their products and services through direct selling
method. According to which this organization supply their products at their store or showroom in
order to attract customers and encourage them to purchase products and services.
Customers behaviour factors
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There are various factors which will directly and indirectly impact on behaviour of a
customers when they purchase any products and services. So when a company design any
product they try to consider all those factors which help them in attracting more and more
customers. Some of the major customers behaviour factor which impact on selling of Toyota
Camry Hybrid 2014 are given below:- Brand and price: It is one of the major factor which customer consider when they
planning to purchase car or any product. In this customers first priority is their budget and
according to which they decide the brand name (Zhao and et.al., 2014). An individual
always try to purchase most effective brand which customers prefer most. In respect of
Toyota Camry Hybrid 2014, it is consider as one the most effective brand which is
mostly preferred by customers. Along with this respective company offer their products
and services for rich as well as affluent peoples so for this they are using price skimming
strategy. This is so because these type of customers are more attracted toward costly
products.
 After sales Services: It is also important factor which is consider by an individual when
they are planning to buy a vehicle or products. This is also behaviour of a person that
they cross check and evaluate future when they are planning to purchase products which
is expensive or costly (Wardlow, 2014). In respect of Toyota camry Hybrid 2014 when
customer buy this product they get insure about after sales services in order to insure their
vehicle future. For this respective company use customers service strategy and according
to this they offer 24 * 7 emergency services on one call, they also provide one year free
servicing service and many more.
Recommendation
On the basis of above analysis it has been identified that Toyota serves a quality products
and services to their customers on the basis of their requirement and need. There are some
specific factors that requires to be considerer by the firm in order to enhance customer
relationship. Along with this by adopting these recommendation respective company able to
enhance their competitive advancement at potential marketplace. This will also consider as
helpful in order to be a company which always come up with innovation and uniqueness that
attract potential service users. Some of the major recommendation which can be given to Toyota
for their luxury car model i.e. Toyota Camry Hybrid 2014 are given below:-
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 Install remainder alarm: According to this factor respective company may install
remainder alarm which will remind about service date or any important message which
customer will feed in it. Through this services users able to remember all the necessary
date as well as information. The respective company feature of Toyota Camry Hybrid
2014 may attract more customers like business man who have to remember many things.
Along with this, the respective device also transfer a message on registered mobile
number and mail id that you have to do this or your car servicing date is on particular
date and many more. Install error deduction device: In respect of this innovation respective company may
install deductive device in their Toyota Camry Hybrid 2014 which will deduct or inform
when any damage or error occur in respective model. By this services user feel safe
because this device will deduct issue at the initial state and warn owner through light.
Along with this, the respective device also pop a message on registered mobile number as
well as mail id that your car is facing some issues.
 Wash it surface: It refers to facility according to which outer surface of car is made up of
wash it material which will not allow layer of dust, bird dropping , dead bugs and many
more to sustain on surface for a long time. If Toyota adopt this surface material, then
when a customers wash or wipe outer surface layer of dust, bird dropping , dead bugs and
so on get remove effectively and give feel of new car.
By adopting these recommendation Toyota able to make make more effective Toyota
Camry Hybrid 2014 which attract more and more customers as well as it will also encourage
them to purchase respective model even at high price.
CONCLUSION
Form above discussed point it can be conclude that consumer's behaviour influence an
individual buying behaviour. So it is necessary for a company to develop appropriate products
and services which help them in attract more and more customers as well as encourage them to
buy products and services. For this company need to develop effective management strategy
which help in accomplishing work properly and attainment of goal. Along with this an
organization also need to adopt appropriate communication mix which will help in
communicating with customers and identifying their need as well as requirement. Through this
company able to develop or design product and services in effective manner according to
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requirement. A firm management also need to consider various factors of customer behaviour
which influence their decision directly as well as in directly.
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REFRENCES
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Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Boush, D.M., Friestad, M. and Wright, P., 2015. Deception in the marketplace: The psychology
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Zhao, H.H., and et.al., 2014. What affects green consumer behavior in China? A case study from
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Wardlow, D.L., 2014. Gays, lesbians, and consumer behavior: Theory, practice, and research
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Tsiotsou, R.H. and Goldsmith, R.E. eds., 2012. Strategic marketing in tourism services. Emerald
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Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Kim, H., Lee, E.J. and Hur, W.M., 2012. The normative social influence on eco-friendly
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Online
2014 Toyota Camry Hybrid. 2019. [Online]. Available through:<https://cars.usnews.com/cars-
trucks/toyota/camry-hybrid/2014>.
Toyota’s Just-in-Time method. 2019. [Online]. Available
through:<https://marketrealist.com/2016/05/toyotas-just-time-method-critical-
success/>.
Toyota’s Marketing Mix (4Ps) Analysis. 2019. [Online]. Available
through:<http://panmore.com/toyota-marketing-mix-4ps-analysis>.
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