Volvo. Consumer Behaviour Essay

2706 words - 11 pages

Question 1
(a)
In today’s competitive world, every company has to study consumer’s purchasing power and behaviour prior to develop a marketing plan for their product. This enables the marketer to understand who constitute the market, what and why the market buys, who participates in and influences the buying process, and how, when and where consumer buy (Marketing Teacher, 2014).

The car market, in the same manner as other markets, has entered an aggressive period in which, despite the fact that volume sales have expanded, business sector qualities are declining as a consequence of high capacity, abnormal amounts of imports and business immersion. Ladies are still much more probable ...view middle of the document...

If a respondent is asked which brands he or she considered, it is also possible to customize brand comparison questions to those listed.  Suppose, for example, that the respondent considered Ford, Toyota, and Hyundai, it would be possible to ask the subject questions about his or her view of the relative quality of each respective pair. For example, Ford vs. Toyota, Ford vs. Hyundai, and Toyota vs. Hyundai.

(b)
There are a few design elements Volvo YCC should be considered valuable to female consumers. Firstly is the design for solving the small storage solution. Nowadays, most of the women are shopaholics and some of them would have problems with their car storage, where they can't fit all stuff that have been bought. Thus, Volvo should design their concept car with a smart storage that could fit in a lot of stuff, for example the passenger seat behind that can be fold down and create a space for customer to put their thing.

The second design element is the car that easy to get in and get down, female usually will wear dress and some of the car design would hard to enter if women are wearing a dress, because they will concerned about whether they will wardrobe malfunction. Therefore, Volvo should design a car that has enough space and exact height for a women that are wearing dress enter the car without ant wardrobe malfunction. Next design is the car with a good visibility, these days there are many car accident happen due the car driver can't see the car that are coming from a dead angle. For example, when you are trying to turning left into a corner but you can't see a bike is coming through the left side this is the angle where we driver can't see because the bike is coming from a dead angle. Therefore Volvo should design a car that is good in visibility by putting a sensor that can sense the object that is inside the dead angle.

Furthermore, Volvo should also focus on designing a car that is easy to park. Most of the female are having a hard time when it comes to park a car, therefore Volvo can design their concept car with light steering and also a 360 degree sensor and a rear view camera that can indicate the distance of the car and the other car.

Question 2

It is said that women influence 80 percent of the decision making of purchasing cars. There is no doubt that the women’s decisions have a huge impact over the automobiles industry in today’s world than any other time in history. There are a few elements of consumer consumption of cars that should be considered when reflecting new models in the future. First of all, when people are considering of purchasing a car, they will select the most favourable one depending on their lifestyles and motivation. One’s lifestyle can reflect the demographic variables and also people’s interest. Consumers like businessmen tend to go for more luxurious cars like Mercedes and Volvo, as cars stand for their status on the road.

According to the Maslow’s Hierarchy of Needs, once a...

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