Consumer And Organisational Buyer Behaviour Essay

2485 words - 10 pages

Executive SummaryNowadays companies are trying to know more about their current and prospect customers. The right tool to understand the customer is via the Consumer Behaviour. The report comprises a detailed report of an analysis of a person prior, and after purchasing a new car in Sydney - Australia. The findings from the respondent were collected through an interview and these findings are tried out against the theories of Consumer Behaviour.It turns out most of the theories are correct and can be applied in the actual world. However, since the research was conducted only to one person, it may not represent the whole segment of the respondent.After the research was completed, the author of this report recommended a few suggestions for the car company. In overall, it's about improving the quality of product and level of service. The company also needs to maintain its competitive advantages so it'll stay as the market leader in the car industry in Australia.Table of ContentsExecutive Summary1Table of Contents21.0 Introduction31.1 Background31.2 Objective31.3Scope32.0The Industry43.0Consumer Behaviour44.0The Market64.1 Demographic64.1.1 Market Segmenting64.1.2 Market Targeting74.1.3 Market Positioning84.2Psychographic84.3Behavioural94.4Family / Group Influences and Cultural105.0Buying Decision Process106.0Conclusion117.0 Suggestions11References13Appendix141.0 Introduction1.1 BackgroundIn this globalization era, companies are competing not just local rivals, but also competitors from all over the world. Supported by technologies that keep evolving and advancing in daily basis, companies are trying to better understand their current and prospective customers. Understanding what really matters for customers is one of the key elements for a company to survive and strive. By knowing the consumers behavior, companies can make any necessary adjustments in their products, services, and marketing tactics and strategies to give them the competitive advantage over their competitors.1.2 ObjectiveThis report is to analyze the consumer decision making process for a recent major purchase - a new car in Sydney, Australia. The car's brand is undisclosed in the report and will be reported as the 'car company'.1.3ScopeThe report integrates and analyses the elements of consumer behavior (i.e. Demographics, Motivations, Learning, Group and Family Influence, and Culture). Based on the conducted research, there are few key factors that a consumer considers prior the decision in purchasing a new car. They are as follow: brand, outlook, comfort, luxury, prestige, interior design, machine, speed (the capacity of the machine), fuel consumption, re-sell value, and warranty.This analysis is divided in few headings in order to give better explanation and easiness of understanding. The report assesses thoroughly each of the elements of the consumer behavior such as Demographics, Motivations, Learning, Group and Sub-cultural Influences. The findings are referenced by Harvard...

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