There exist two main determinants of consumer behaviour. They are individual factors and group factors.
Individual factors are factors that change from person to person. According to Figure 13.4 Page 386 (Erasmus et al., 2013), they can be summarised as the motivation, attitude, perception, learning ability, personality and lifestyle that an individual has.
Motivation or need is the main factor behind all decision making processes (Erasmus et al., 2013). One can use Maslow’s Hierarchy of needs to understand that human beings seek to fulfil their most basic of needs before proceeding up the hierarchy. However, humans are constantly unsatisfied and always need something. Therefore, no one can really truly be satisfied, but in the attempt to …show more content…
Their difference in personality traits also leads to a difference in lifestyle, which is another deciding factor to be analysed in consumer decision making. This difference in persons can be used to segment the market so that the marketer can develop a more segmented approach, capable of reaching a specific demographic. Skoda Octavia is targeted towards the younger family men and working women who are more highly qualified and those in professional occupations (Businesscasestudies.co.uk, 2014).
Group factors refer to the influence that a group of persons has on the individual. They are subdivided into the family, reference groups, opinion leaders and culture groups.
The family are a decision making unit that decide what to purchase based on what will provide the greatest of satisfaction to the family as a whole. Each family is different in that there are members who actively purchase the product and there are those who are simply consumers. Marketers should target their message towards the ones in the family with the actual purchasing power, bearing in mind that the traditional family unit is not always the standard. Here, the person who would be making the actual purchase of the car would have to consider whether or not the entire family would enjoy the car or if they would not approve of the car at …show more content…
Direct marketing
4. Sales Promotion
5. Publicity
6. Public relations
With the introduction of the new product into a new market, all 6 of these would need to be applied. They are needed to convey the message of the product to the target audience and enable it to be received in a positive manner, which would result in purchases.
Advertising
Advertising is “a controlled and paid-for non-personal marketing communication tool related to a need-satisfying product and directed by a marketer at a specific target audience. There exist many ways in which a product can be advertised as there are many forms of media, such as televisions, radio broadcasts, billboards, that can be used. The message that is to be given off is to be carefully analysed, so as to avoid the wrong message getting across to the consumer. Skoda Octavia will need to decide which advertising mediums it will use and the message it wants to get across to the consumer. According to (Businesscasestudies.co.uk, 2014), Skoda had several communication objectives when marketing the Octavia. These were:
“the Octavia is a completely new and modern car to appeal to different car segment customers
Skoda customers get much more for their money compared to competitor
Individual factors are factors that change from person to person. According to Figure 13.4 Page 386 (Erasmus et al., 2013), they can be summarised as the motivation, attitude, perception, learning ability, personality and lifestyle that an individual has.
Motivation or need is the main factor behind all decision making processes (Erasmus et al., 2013). One can use Maslow’s Hierarchy of needs to understand that human beings seek to fulfil their most basic of needs before proceeding up the hierarchy. However, humans are constantly unsatisfied and always need something. Therefore, no one can really truly be satisfied, but in the attempt to …show more content…
Their difference in personality traits also leads to a difference in lifestyle, which is another deciding factor to be analysed in consumer decision making. This difference in persons can be used to segment the market so that the marketer can develop a more segmented approach, capable of reaching a specific demographic. Skoda Octavia is targeted towards the younger family men and working women who are more highly qualified and those in professional occupations (Businesscasestudies.co.uk, 2014).
Group factors refer to the influence that a group of persons has on the individual. They are subdivided into the family, reference groups, opinion leaders and culture groups.
The family are a decision making unit that decide what to purchase based on what will provide the greatest of satisfaction to the family as a whole. Each family is different in that there are members who actively purchase the product and there are those who are simply consumers. Marketers should target their message towards the ones in the family with the actual purchasing power, bearing in mind that the traditional family unit is not always the standard. Here, the person who would be making the actual purchase of the car would have to consider whether or not the entire family would enjoy the car or if they would not approve of the car at …show more content…
Direct marketing
4. Sales Promotion
5. Publicity
6. Public relations
With the introduction of the new product into a new market, all 6 of these would need to be applied. They are needed to convey the message of the product to the target audience and enable it to be received in a positive manner, which would result in purchases.
Advertising
Advertising is “a controlled and paid-for non-personal marketing communication tool related to a need-satisfying product and directed by a marketer at a specific target audience. There exist many ways in which a product can be advertised as there are many forms of media, such as televisions, radio broadcasts, billboards, that can be used. The message that is to be given off is to be carefully analysed, so as to avoid the wrong message getting across to the consumer. Skoda Octavia will need to decide which advertising mediums it will use and the message it wants to get across to the consumer. According to (Businesscasestudies.co.uk, 2014), Skoda had several communication objectives when marketing the Octavia. These were:
“the Octavia is a completely new and modern car to appeal to different car segment customers
Skoda customers get much more for their money compared to competitor