Marketing Report: Consumer Behaviour of the Range Rover Automobile

This report provides an analysis of the consumer behavior associated with the Range Rover brand. It begins with a brief introduction to the Range Rover and its evolution, highlighting its shift towards electrical operations and global presence. The report delves into the marketing mix of Range Rover, examining product features, pricing strategies targeting affluent consumers, promotional activities, and its global manufacturing and distribution strategy. It identifies the target market as the upper class, exploring psychographic and behavioral segmentation. The report further discusses strategies employed to attract and convince potential customers, including the emphasis on perceived value, status, self-esteem, and build quality. It also examines the high-involvement purchase decision process for Range Rover vehicles. Finally, the report offers recommendations for the company, such as leveraging digital platforms and adapting brand ambassador strategies, and concludes with a summary of the brand's competitive advantages in the automobile market.

Consumer Behaviour
From : Student Name

It came to existence in 1951, when the designers of the
land rover company were experimenting with the existing
land rover series and credit goes to Gordon Bashford. In
support to this experiment, the first prototype of Range
Rover was launch in 1967 with little change in the front
grill and configuration change in headlights (Landrover,
2018).
Introduction

Marketing mix of Range Rover
Product
The company has completely changed the pattern of the vehicle
from mechanical operated towards electrical operated which seems
to be realistic in the segment of automobiles. In 2018, the company
has introduced its new full automatic electric operated vehicle called
velar which shares the capability of both off-road and comfort.
Place
The rising demand of this range rover in countries like China,
Slovakia and India has forced the company to make their present in
the form of plant establishment in these countries so that the
transportation cost can be saved and the chances of product damage
while handling can be minimized (Chen, Fay and Wang, 2011). This
strategy has truly benefited the company in creating own country
image brand in case of Range Rover.

Price
They focus their market on the famous personalities of the society
which are capable of buying this vehicle. In most of the countries
this range rover vehicle is always connected to the prestige and
heritage and hence the customer which must be associating with
this brand must have their own special place in the eyes of the
society (Sheau-Ting, Mohammed and Weng-Wai, 2013).
Promotion
This company also takes help of all print and electric media for
their brand promotion like television, sports magazines and
newspapers. In order to extend its customer reach on the global
platform, this company also takes the active part in trade fairs so
that they can display their models and increase their visibility.

Target market and strategies used to attract convince customers to
purchase
The company mainly targets the rich class of the society who is
willing to pay extra for high-quality product and comfort (Paul
and Rana, 2012).
Psychographic
The company is well aware that their Range Rover models must
be a representation of the customers’ lifestyle or in fact, the
potential customer must be able to see the reflection of his
lifestyle in the company's product (Mostafa, 2009).
In addition to this, the company tries to put the reflection of
cost for the upper class in the Range Rover with the help of
their most premium gadgets

Behavioural
In behavioural features, Company tries to first understand the
buying pattern of the potential customers. As, these segments are
financially capable so they often try to buy those products which can
reflect their personality through high-quality standards and physical
luxury appearance (Marsh and Gibb, 2011).
Strategies to convince the potential customer to
purchase
Perceived Value
Status symbol
Self-esteem
Build quality
Desire

Type of purchase for Range Rover
For Range Rover, the purchase decision is of high involvement
because for the customers buying product like range rover are
very important because of the cost as well as for personality
matching.
High involvement decision is not only connected to the potential
customers but is also connected to the Landrover Company
because in order to launch Range Rover models, the company
have put huge investment in terms of money, extensive
marketing research and effort to offer the most innovative
features.
 As per Land Rover Company, promotional message plays one of
the most important attraction aspects for the development of the
customer base because it this opportunity helps the company in
positioning their product in the minds of the potential buyers

Recommendation
By focusing more on digital, the Land Rover
Company will be able to understand the
changing needs of their potential
customers related to automobile market.
Company must change their brand
ambassador approach from famous
Hollywood stars to famous sports player
and entrepreneurs due to their increasing
followers.

Conclusion
Combined engineering of Tata motors and JLR has
offered this Range Rover model that competitive
advantage which other rivals are not able to even
think of. Their active presence in most of the
famous auto car shows has helped this range rover
model to become visible on the international
automobile platform. Land Rover Company has not
only brought new innovative features in the cars
but they can put life into their Range Rover models.

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