Consumer behaviour Skoda
Table of content Pg No
1.0 Introduction.................................................................... 2 Company background………………………………. 2-3
2.0 Howard-Sheth model of buying behaviour…………… 3 Need recognition……………………………………… 4 Information search……………………………………. 4 Alternative evaluation………………………………… 4 Purchase decision…………………………………... 4-5 Post-purchase evaluation……………………………... 5
3.0 AIDA…………………………………………………. 5 Attention……………………………………………… 5 Interest………………………………………………... 5 Desire…………………………………………………. 6 Action………………………………………………… 7 Conclusion……………………………………………. 7 References…………………………………………….. 8
To: Marketing Manager
From: Marketing Assistant – Roman
Date: 11th November 2013
Subject: Consumer Buying Behaviour in launching new product (Škoda Octavia)
1.0 Introduction
As part of my role as Marketing Assistant I have been asked by the Marketing manager to give an insight into the buying behaviour of its target consumers using the Howard-Sheth consumer buying framework and show how response hierarchy effect model can be used to facilitate the company to make effective customer focused decision at each level of Howard-Sheth model.
Škoda Auto is a car manufacturing company originally from Czech Republic and in 2000 it became fully owned by Volkswagen group. Škoda auto itself is one of five oldest car manufacturing companies which haven’t stopped their production as well as Daimler or Tatra.
The history of
1.0 Introduction.................................................................... 2 Company background………………………………. 2-3
2.0 Howard-Sheth model of buying behaviour…………… 3 Need recognition……………………………………… 4 Information search……………………………………. 4 Alternative evaluation………………………………… 4 Purchase decision…………………………………... 4-5 Post-purchase evaluation……………………………... 5
3.0 AIDA…………………………………………………. 5 Attention……………………………………………… 5 Interest………………………………………………... 5 Desire…………………………………………………. 6 Action………………………………………………… 7 Conclusion……………………………………………. 7 References…………………………………………….. 8
To: Marketing Manager
From: Marketing Assistant – Roman
Date: 11th November 2013
Subject: Consumer Buying Behaviour in launching new product (Škoda Octavia)
1.0 Introduction
As part of my role as Marketing Assistant I have been asked by the Marketing manager to give an insight into the buying behaviour of its target consumers using the Howard-Sheth consumer buying framework and show how response hierarchy effect model can be used to facilitate the company to make effective customer focused decision at each level of Howard-Sheth model.
Škoda Auto is a car manufacturing company originally from Czech Republic and in 2000 it became fully owned by Volkswagen group. Škoda auto itself is one of five oldest car manufacturing companies which haven’t stopped their production as well as Daimler or Tatra.
The history of
References: Boundless, 2011. boundless.com. Available at: https://www.boundless.com/marketing/consumer-marketing/consumer-decision-process/need-recognition DeMers, J., 2013. How To Use The AIDA Formula To Boost Your Content Marketing Strategy. Forbes, May. Charles W Charles W. Lamb, J. F. H. M., 2011. MKTG. s.l.:Cengage Learning. Sallie B. Middlebrook, P., 2013. HubPages. Available at: http://drmiddlebrook.hubpages.com Seborro, D., 2011. Suggett, P., 2013 Škoda, A., 2013. skoda-auto.cz. Available at: www.skoda-auto.cz Škoda, A., 2013. Škoda Auto. Available at: http://www.skoda.co.uk/finance TopGear, 2010. topgear.com. Available at: http://www.topgear.com/uk/photos/cars-of-the-year?imageNo=6 William M. Pride, O. C. F., 2011. Marketing. 2010 Edition ed. s.l.:Cengage Learning.