1) Who Is the Target Market for Each of the Following Cars? What Do You Think Motivates Them to Purchase These Cars? a)Toyota Prius B)Toyota Prado

719 Words Feb 13th, 2011 3 Pages
1) Who is the target market for each of the following cars? What do you think motivates them to purchase these cars? A)Toyota Prius B)Toyota Prado
The Toyota Prius is a hybrid electric car which is one of the first of its kind to be mass produced and marketed. The unique feature of the Prius is its Hybrid Synergy Drive which makes use of both the traditional petrol driven engine and an electric motor. This electric motor allows the Prius to switch off its petrol engine when stationary; and recharge the electric motor using the kinetic energy produced when braking. This not only conserves a lot of energy and petrol, and also allows for a smoother drive in the city areas which tend to have greater road congestion.
Toyota’s largest target
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Hence these are the factors motivating them to purchase the Toyota Prius.
1b) The Toyota Prado is one of Toyota’s newest SUVs with a four wheel drive and a powerful engine that aims to give its driver an edge above the usual car. The main strengths of the Prado aside from its power is the spaciousness inside and also the stability of the vehicle.
The main target market of the Prado would be the sports and outdoors inclined consumers. These buyers will be looking for a car that has enough space and gadgets to transport large sports equipment like bicycles, scuba-gear, surfing… among others. Lifestyle is an influential factor in the buyer’s choice of car. An upper/middle working class executive might choose the Prius for its sleekness and elegance, whereas a buyer who spends much of his time in the outdoors would choose the Prado. The 4 wheel drive that is powered by a strong engine is a significant advantage for buyers who frequently travel on rough terrain. Also the enhanced control and traction that the Prado provides would allow for a smoother ride for the buyer on such ground.
Another factor that could motivate these buyers is their own personalities or self-concepts. While some buyers might not be that involved in the outdoors or be so sports-inclined, they might want to portray a more rugged and masculine side of themselves. An example would be in Singapore where

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