Toyota Consumer Behavior and Marketing Psychology: A Detailed Report

This report delves into the consumer behavior and marketing psychology of Toyota, focusing on the company's products, services, and market performance, particularly concerning the Toyota Camry. It examines Toyota's current marketing communication mix, including advertising strategies across various media such as television, social media, and print, and how these strategies target consumers in different markets. The report highlights key findings such as the impact of effective communication on team building, employee morale, and customer satisfaction. Finally, the study recommends strategies for attracting customers, offering insights into how Toyota can enhance its market position and customer engagement. This report provides a comprehensive overview of Toyota's approach to consumer behavior and marketing, offering valuable insights into the company's strategies and market success.

Running Head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Consumer Behaviour and Marketing Psychology: Toyota
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1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Executive Summary
The study focuses on the consumer behaviour and marketing psychology of the Toyota. The study
provide a clear idea about the company’s products and services along with that the market
performance of the company’s product. The study also provide an idea about the current marketing
communication mix of the organisation and how they are targeting the consumers. The study gives
a clear idea about the communication mix that is being adopted by the organisation to earn profit
and large number of customers from the market. Lastly, the study provides three strategies that can
be used by the organisation to attract customers and review of the peer post relevant to the
recommendation. Therefore, the company can gain popularity along with the customers in the near
future.

2CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Table of Contents
Introduction..........................................................................................................................................3
Market Communication Mix...............................................................................................................4
Findings...............................................................................................................................................6
Recommendation.................................................................................................................................9
References..........................................................................................................................................11

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Introduction
Toyota is a Japanese multinational company who mainly deals in the automobile industry
and headquarter is situated in Japan. In the year 2017, the company possess an employee strength
of around 364,445 employees worldwide (Allen 2019). In the year 2018, the company is consider
as the sixth largest company in the world in terms of revenue generation.
Since 1982, the company is selling the Toyota Camry model. The model is sold in the
international market along with the domestic market. There are various generation which is the
modified version of these car namely, Toyota Camry Ascent; Celica Camry XT Super Edition;
Camry LE Sedan and many more (Reichert et al. 2016). Toyota Camry are mainly considered as
the compact size car as it possess narrow body but later the company introduce a mid-size car with
wide body. Both the car exists in 90’s. Camry is considered to be the second most selling ‘world
car’ after Corolla. Camry is considered as the exclusive car of the Toyota which is available only in
the Toyota retail stores (Cummings 2017).
In the Australian market, Toyota is considered as the best-selling brand as the company’s
Camry is marked as the best-selling mid-size car. In the Australian market, the sale of the Toyota’s
product have seen a considerable growth in the market beating the competitive company (Minami
2017). The model Camry of Toyota have received the honour of highest quality car by overcome
the last financial year sale as per quality and become the best-selling car globally in terms of
quality. The company along with the brand have marked an impressive selling figure last year
which is considered to be the best figures till date (Kasseris, Heywood, Seitz and Kolakaluri 2018).
The company is able to capture both the targeted market in Australia as well as around the globe.
This automatically help the organisation to grow and along with that to earn popularity in the
market.

4CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Market Communication Mix
Communication is important for every company to grow in a particular market or to expand
in the process. Communication helps the organisation to attract huge customers, which
automatically helps the company to sale their product in the large scale and enable them to earn
large sum of profit from the market (Rahmani, Najafi and Delshad 2016).
Communication helps the organisation to position their product in the market through
different media. Media will help the company to aware the customers about the products that they
are going to launch in the market. This also helps the company so that they can achieve the desired
target in the market. Communication also enables the organisation to capture the attention of the
customers who are the potential customers of the company and generate desire within the
customers to buy that product from the market (Simão and Lisboa 2017). This ultimately guide the
customers and they purchase the product in the end. To grow in the market as well as to expand in
it the company takes the help of the advertisement.
The advertisement can be of different type namely, television; social media; newspaper;
radio; hoarding and bill boards. Traditionally the advertisement are being done in the newspaper or
radio as there is no television or social media. In recent time, social media platform as well as
television commercials are also used to advertise the product of the organisation.
Toyota have adopted an effective communication model as they advertise their product in
different media namely, television; social media; radio; magazine as well as newspaper and in
many events organised by the company to promote their product. The advertisement that is being
made by the company are different for the different market as the company possess the knowledge
that the customers of one market may vary from that of the customers in another market. This helps
the organisation to grow in the market and to become the largest car selling company in the world,
even in Australia (Eneizan, Abd-Wahab and Obaid 2016).

5CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
The advertisement which is being prepare by Toyota is quite effective in nature as they
contain several advertising messages namely, cognitive advertisement; humorous advertisement;
picture advertisement along with that they also endorse public figures in their ads to attract the
target audience to purchase their product. This is quite an effective way to attract more customers
towards the brand. This automatically help the organisation to grow and to earn huge amount of
profit in the process.
The company also advertise their products namely Toyota Camry in different social media
such as Facebook, Twitter, YouTube as well as in Google+ and Instagram. The company this
media so that they can reach to the target audience in less possible time and they can attract
customers. This is because audio-visual ads attract more number of customers than any other
printed media and the retention of the advertisement in the consumers mind is quite high if the
advertisement is in audio-visual form (Sudari, Tarofder, Khatibi and Tham 2019).
It can be noted that Toyota, have effectively implemented the marketing communication
mix as it help them to target the audience in the global market as well as in the Australian market.
There are some parameters, which is being met by the organisation and they are:
 Consumer’s Attitude: The attitude of the customers towards the brand is manipulate
with the effective communication mix by the company. This help the organisation to
grow and to gain customer base in the process.
 Group Influences: The advertisement and the communication strategy also influences
the group as the company endorse public figures or celebrities in their commercial. This
also help the organisation to attract more number of customers towards their brand or
product.
 Social Class: Toyota from the initial stage of their business targets the upper middle
class as they are the more in numbers and they can influence the lower section of the

6CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
society as well. The company also produce some products which are for the upper class
or elite class (Kheiry 2019).
 Consumer Learning Process: The company possess a very efficient who do the market
research regarding the consumers buying so that they can plan the marketing mix that is
4P’s of marketing (product, price, place and promotion) as per the knowledge that have
been gather by the marketing team. This data is collected from the market for the benefit
of the company.
 Consumer Decision Making Process: The consumer decision making process is being
manipulated by the organisation. There are some parameters which the company need to
look after so that they can manipulate the decision of the customers and they are
namely, needs and wants should be recognised; easy search process; comparison along
with that product or service selection and evaluation (Shah 2018).
Findings
Effective communication is essential for the organisation to grow along with that to expand
in the market. Toyota have adopted an effective communication to market their Camry model in the
international level as well as in Australia. This automatically helped the organisation to build trust
along with that help them to involve customers with the brand (Collins, Muthusamy and Carr
2015). This is quite helpful and the parameters that is being found out are namely,
 Building up Team: An effective communication mix also help the organisation to build
an effective team where there is a free flow of the information that is being gathered
from the market. The communication enables the flow of information from the top level
to the bottom level. This automatically help the organisation to build teams who will
effectively handle the work so that the company can earn great amount of money from
the market. The communication also help the organisation to build team with an
effective communication between the leaders and the team members (Obradovich and

7CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
White 2016). With the continuous communication, both the team leaders as well as the
team members are benefited in the process.
In case of Toyota Camry, due to the effective communication which is there in the
Toyota the team is quite effective in nature. This ultimately help the organisation as well
as the products to become popular in the market. This also help the organisation to grow
in the market and became most selling car in Australian market as well as other
countries around the globe.
 Increase in Employee’s Morale: An effective communication will always increase or
boosts the morale of the employee as the employees are well equipped with the
information. This is possible as there is an effective communication between the upper
level management as well as the employees in that organisation. If there is poor
communication system in the organisation then the employees will be unaware of the
problem or risks that might arise in future (Valerii, Do Cao and Oke 2016). This
automatically put a negative effect on the employee’s performance and the team target
along with the organisation target is decreases in the process. Therefore, it is essential to
motivate the employees.
In case of Toyota Company, the company provide proper information with effective
communication process. This helps the organisation to morally motivate the employee
to work hard and to achieve their target. This automatically improves the team target
and in the end the company’s performance where enhanced as well as they are able to
capture the Australian market along with that international market, which help them to
sustain and help them to earn huge sum of money from the market.
 Customer Satisfaction Increases: When there is an effective communication in the
organisation as well as in the team. The employees automatically communicate in an
effective way with the customers. This helps the organisation to provide a better service

8CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
to the customers and the customer able to get satisfaction in the process. This increase
the goodwill of the company and helps them to earn huge number of customers towards
their brand. This automatically help the organisation to grow along with that to sustain
in the market (Donnelly 2017). Along with that also helps them to gain trust among the
customers and enable them to show their professionalism in the process.
In case of Toyota, the company launch different model as per the customers’ needs and
wants which help them to provide maximum satisfaction to the customers. This
ultimately helps them to capture huge amount of market share as well as to gain
popularity in the Australian market along with the international market. This help them
to win the trust of the customers towards their brand and turn them into a loyal
customers. This happened only by the effective communication that is there in the
organisation.
 Increase in the Productive: An effective communication can increase the productivity
of the organisation. This happens as the company possess all the necessary data
regarding the market as well as about the customers taste and preferences. This
automatically increase the productivity of the organisation as well as of the employees
who are involve in the process. This happens as there is an effective communication
which prevails in the organisation (Alefari, Salonitis and Xu 2017). It increases the
productivity of the organisation as the employees feel confident about their product due
to the information that is there with the organisation.
In case of Toyota, the company possess an effective communication model which help
the organisation to grow in the market along with that to attract more number of
customers towards the brand. The productivity of the company also increases in the
process along with the productivity of the employees. This also helps the organisation to

9CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
earn huge sum of money from the market and sale there product i.e., cars in the
Australian market as well as in the international market.
Recommendation
The company should make strategies for an effective communication process. This will help
the organisation to grow in the market as well as to earn large number of customers.
Communication is an essential factor for the company to sustain in the international market. The
three strategies that can be adopted by the organisation are namely, uncovering the unique selling
proposition; managing leads and client’s data and brand look as well as feel. This three strategies
should be adopted by Toyota Camry in the Australian market as well as in the international market.
Review. 1: Baruah, B. and Ward, A., 2015. Metamorphosis of intrapreneurship as an effective
organizational strategy. International Entrepreneurship and Management Journal, 11(4),
pp.811-822.
In the above peer post the author Baruah and Ward (2015) have rightly pointed out that to
become successful in the international market the company need to reveal their unique selling
proposition in front of the employees. This will automatically help the employee to perform well in
the organisation, which will automatically help the organisation in attracting more number of
customers towards their brand.
This will also help the organisation to eliminate the competition that are there in the market,
along with that the uniqueness of the product will be highlighted. Hence, it is important for the
organisation to look into the matter so that they can attract more number of customers. This add the
value to the product of the company, which helps the organisation to grow and to sustain in the
market.

10CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
Review. 2: Dunn, S., Grannan, C., Raisinghani, M. and Stalling, H., 2015, January.
Communication strategies for successful virtual teams. In 2015 48th Hawaii International
Conference on System Sciences (pp. 364-373). IEEE.
In the article the authors Dunn, Grannan, Raisinghani and Stalling (2015) rightly pointed
out that the company should adopt new technologies to maintain the data base for both the
customers as well as for the employees. This will enable the organisation to know who are actually
good performer in the organisation and also assists the employee to target the potential customers
to sale their product in the market.
This will automatically helps the organisation as well as the employee to work efficiently as
they can target as per the data base that is being maintained by the organisation in the market.
Therefore, it is important for to maintain data base as this helps the organisation to segregate the
market.
Review. 3: Nilsson, J. and Selmer, K., 2016. What role do social media play in the market
entry strategy for SMEs establishing on the global market?.
In this article the author Nilsson and Selmer (2016) have rightly pointed out that the
company need to create a chaos in the social media by changing the brand look and the feel. This
will helps the organisation to grow and to attract more number of customers towards the brand.
Hence, it is important for the organisation to change the look of the products that they are selling as
in this growing world new technologies are coming into play and perception of the customers are
also changing as well. Therefore, it is important aspect for the organisation to look after so that they
can grow in the market as well as sustain in it.
This will automatically enable the organisation to attract more number of customer towards
the brand. It should be considered as one of the important factor and for this an effective
communication need to be maintain by the organisation within the workplace.

11CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY: TOYOTA
References
Alefari, M., Salonitis, K. and Xu, Y., 2017. The role of leadership in implementing lean
manufacturing. Procedia CIRP, 63, pp.756-761.
Allen, P., 2019. Paul Allen from Margin partners talks about why you need to measure net-
margin!. Appita Magazine, (1), p.10.
Barron, A., Pereda, A. and Stacey, S., 2017. Exploring the performance of government affairs
subsidiaries: A study of organisation design and the social capital of European government affairs
managers at Toyota Motor Europe and Hyundai Motor Company in Brussels. Journal of World
Business, 52(2), pp.184-196.
Baruah, B. and Ward, A., 2015. Metamorphosis of intrapreneurship as an effective organizational
strategy. International Entrepreneurship and Management Journal, 11(4), pp.811-822.
Collins, K.F., Muthusamy, S.K. and Carr, A., 2015. Toyota production system for healthcare
organisations: prospects and implementation challenges. Total Quality Management & Business
Excellence, 26(7-8), pp.905-918.
Cummings, D.M., 2017. Was the Jury Wrong About Toyota? s Software?: How questionable
testimony on embedded software tipped the scales. IEEE Consumer Electronics Magazine, 6(3),
pp.103-107.
Donnelly, L.F., 2017. Aspirational characteristics for effective leadership of improvement
teams. Pediatric radiology, 47(1), pp.17-21.
Dunn, S., Grannan, C., Raisinghani, M. and Stalling, H., 2015, January. Communication strategies
for successful virtual teams. In 2015 48th Hawaii International Conference on System Sciences (pp.
364-373). IEEE.