Volkswagen Golf Car Consumer Behavior Analysis
regent's college – ebs-l | Consumer Behavior Analysis | Volkswagen Golf car | |
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Table of contents
Objectives 3 Introduction 3 Terms of references 4 Findings 4 1. A profile of the likely target customer segments for the product. 4 A. Presentation of the Company and product 4 B. Likely target customer segments/segmentation bases 5 2. External factors that may influence customers 8 A. Reference groups 8 B. Non commercial sources 8 C. Socio-cultural influences 8 3. A typical chronological buying process 9 A. Basic buying process model 9 B. Motivation 11 4. The company's current marketing mix tactics 11 Product 11 Price 12 Place 12 Promotion 12 5. Recommendations 14 A. The environmental issue 14 B. The brand awareness 15 Conclusion 15
Golf, Volkswagen
Objectives
This report aims at providing a concise consumer behavior analysis regarding to the Golf Volkswagen car.
Introduction
Consumer behavior is 'the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products that they expect will satisfy their needs.' (Schiffman, Kanuk, Consumer Behavior, 2010)
I selected the Golf car by Volkswagen as the subject of this study. We are going to analyze this offering in terms of consumer profile and factors influencing the decision making process.
To begin, i will provide a presentation of the likely target customer segments for the product including a short presentation of the company and the product and the segmentation tools used to identify the target. Then I will study the possible external factors that may influence the consumer when buying a Golf car, the typical buying process that he or she will go through when doing so and an analysis of Volkswagen current marketing mix for this model. I will finally make a few possible recommendations to improve the mix.
Terms of references
* Databases:
-Datamonitor
- Wilkens * Websites and consumer blogs:
- www.volkswagen.co.uk
- www.forum-auto.com
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Table of contents
Objectives 3 Introduction 3 Terms of references 4 Findings 4 1. A profile of the likely target customer segments for the product. 4 A. Presentation of the Company and product 4 B. Likely target customer segments/segmentation bases 5 2. External factors that may influence customers 8 A. Reference groups 8 B. Non commercial sources 8 C. Socio-cultural influences 8 3. A typical chronological buying process 9 A. Basic buying process model 9 B. Motivation 11 4. The company's current marketing mix tactics 11 Product 11 Price 12 Place 12 Promotion 12 5. Recommendations 14 A. The environmental issue 14 B. The brand awareness 15 Conclusion 15
Golf, Volkswagen
Objectives
This report aims at providing a concise consumer behavior analysis regarding to the Golf Volkswagen car.
Introduction
Consumer behavior is 'the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products that they expect will satisfy their needs.' (Schiffman, Kanuk, Consumer Behavior, 2010)
I selected the Golf car by Volkswagen as the subject of this study. We are going to analyze this offering in terms of consumer profile and factors influencing the decision making process.
To begin, i will provide a presentation of the likely target customer segments for the product including a short presentation of the company and the product and the segmentation tools used to identify the target. Then I will study the possible external factors that may influence the consumer when buying a Golf car, the typical buying process that he or she will go through when doing so and an analysis of Volkswagen current marketing mix for this model. I will finally make a few possible recommendations to improve the mix.
Terms of references
* Databases:
-Datamonitor
- Wilkens * Websites and consumer blogs:
- www.volkswagen.co.uk
- www.forum-auto.com