Friday, February 22, 2019
Buyer Behavior & Integrated Marketing
The problems on which this assignment focuses on is how can an organization understand and influence the demands and needs of a consumer by using consumer finale reservation model and the a close term model which helps an organization define a set sequence in value to plan for its market and promotional strategy. The telephoner that has been interrogationed upon in the inquiry paper is Automobili Lamborghini S. p. A that has recently launched its new SUV in the market which in addition happens to be the first SUV car from the company.The car is known is Lamborghini SUV and there be a lot of things that need to be taken c argon of when introducing and marketing the car in automobile bena. A consumer decision model entrust help the company in order to see how a special(prenominal) group of consumers decides for a particular commodity. What are their preferences, their expectations, how can they be attracted, what is their taste, how considerably do they memorize a cer tain carrefour, their loyalties to a particular brand, their interpretation from a product or marketing strategy and the knowledge that they possess.A consumer consciously or unconsciously using all these factors when going to buy a product thus in the case of Lamborghini SUV the consumer go forth again marvel himself on the above mentioned grounds (MacKenzie 1986). As given in the research done on the company, the main problems that the company tends to identify from the consumer behavior are 1. What is the product 2. What is the object market 3. What are the substitutes 4. How does the price and value for coin are correlated 5. Is the product a luxury item 6. What assortment of a decision sequence model can be usedHere is a brief answer to all of the questions mentioned above. As we all know that the product is a luxury SUV that is being marketed for the first time by the company, the company has to target to a specific group with specific characteristics. These people are supposed to be well to do by having good decision maker level jobs or running businesses and having a family of 2 to 3 persons. This suggests that the targeted customer should be more then 35 years of age however not more than 45 because that goes beyond the maneuvery and speedy characteristics of the car.The sport and speedy characteristics of the car open dickens marketing and targeting corridors for the company, that are, 1. executives and managing directors, (as discussed above) and 2. The existing sports cars clients who will then be filtered for having or not having a taste for a sports SUV. The problem is that the product that is in question in the research is quite a expensive and thus it is not at all the like marketing coke. Customers need to be educated and informed ab come forth the value and worth of the product that should be other than the actual cost price of the car (Bettman 1975).With reference to Blackwell, Miniard and Engel analytical framework, analyze the likely buying behavior of your target market, in terms of degree of problem solving, and identify the probable influences on this decision process. You should also identify any issues related to the information treat aspect, as this will inform task 3 With reference to Blackwell, Miniard and Engel, the decision of any consumer is based upon and involves two or more products that are substitutes to distributively other.For example a consumer might choose between going out for a photo or staying at home, for this matter going to movie and staying at home will serve to be as substitutes to all(prenominal) other. Similarly, in this of Lamborghini, the consumers confound a range of choices. These choices include other clear SUVs that already in the market by competitor brands like BMW, Mercedes, Chrysler and others. Thus Lamborghini should look into the matter that what do consumers want in an SUV, how and what characteristics they should play up to attract their customers.Bla ckwell, Miniard and Engel advocate the fact that there are a bite of cognitive processes going on in a consumer mind enchantment he makes purchase decisions. These cognitive decisions can be identified as consumer knowledge astir(predicate) the market and the product, beliefs and memories about information that a consumer gathers from marketing and promotional activities going on around them, their cognitive process of learning and lastly their integration cognitive process in which a consumer evaluates two or more choices and short lists to one final choice.This choice is make on the basis of certain behavioral decisions, thus the decision making process of a consumer can also be regarded as their decision plan. A Cognitive Process Model of Consumer Decision Making Lamborghini should defy in mind that its consumers will gather most of the information from their surroundings. away from their own marketing campaign, the consumers consciously and unconsciously are gaining inform ation about the sporty cars, their models, information about other brands, performance of other SUVs that come I the same category of sporty cars and much more.Consumers are exposed to TV shows, magazines, discussions and even get to see these products live at show rooms that they already a lot about the car. However, a marketer should always keep in mind that in order to attract a customer and give him what he wants, the product should be marketed in such(prenominal) a way that the consumer directly notices what he wants in the product without him being analyzing and comparing with other brands(Roberts 2000).The marketing campaign should highlighting the characteristics of the product itself in the marketing campaign rather than letting the customer gather the information on his own that can also pass by to possibilities that the customer may not be able to find those characteristics on his own. Same goes for Lamborghini, the company must market the new SUV in such a way that it highlights both its sporty nature and its symbol of mightiness of status in order to cater both the target markets that have already been identified in the previous section.