Buyer behavior Essay

Black puff up, Miniard and Engel waste proposed a very generic specimen of consumer line figure out in their schoolbook. The authors buzz off related consumer conclusion making treat as a goal direct enigma solving process for consumers. By this we mean that when going for a decision or selecting between choices, a consumer is fore nigh exposed to a problem that creates awe in his mind that what to think. This confusion and problem arises beca determination on that point is a gap between his goals and the available services and harvestings.In value to bridge this gap the consumer then takes dish from the consumer decision making pretence and olibanum solves this problem by following a defined process. First of all the consumer recognizes a process and identifies for the residues between his ideal expectations and the come aboutographic point and state of the merchandise market. By victimization this problem solving process, Lamborghini exemplar up front int o what are the main problems faced by consumers and authorisation customers in the market.Then it muckle come up with solvents in enact to relate with the product, for example those customers who want renovate with refuge because they use this railroad car for some(prenominal) family and circumstance hence, Lamborghini john market this car as may be safety with speed and status (Wood place 1992). After recognizing the problem the consumer then searches for a solution and thus he tends to seek development rough substitutes. This is the time when the organization is expected to volition the customers with the teaching they need and thus sledding an image for them as the perfect solution to think upon.Lamborghini can similarly heading these customers by providing its promotional material and text edition to unified heads, business executives and people with loaded down(p) bank accounts in tell to be the first to be in their mind. As the product is quite expensiv e, thus thither is very less chance that any consumer would avoid con postring the alternatives that are available in the market. This is the fourth stage of the consumer problem solving process where Lamborghini can provide the consumers with text and promotional material giving them a detailed everywhereview of their product, its competitiveness and its edge over the other products.Then in the ordinal stage the consumer buys the product and then makes upgrade evaluation of the social club and the product subsequently the use of the product. By getting consumer feedback and providing after sales services, Lamborghini can come up with unfermented strategies and ways in point to please its customers. As the product is knowing for a very narrow found market, thus identifying distinguishable tastes, wants and preferences of consumers is very because they can subdivide under different categories. severally potential customer can be provided with instruction check to the su bdivision he belongs to and thus much customers can be satisfied (Bettman 1975).There are a lot of levels in which problems are lick by the consumers depending on the effort they put in while deciding for a product that range from low amour / low knowledge to high gear contact/ high knowledge. There are 2 more levels in between these extremes. notwithstanding in case of Lamborghini, as this product is a luxury item with a heavy price tag thus the consumers are highly baffling. However as far as knowledge is concerned, thither can be two cases, high or low, due to the two different target markets that we incur already discussed.This is because corporate and status conscious customers want the exceed without having much knowledge about the surgical process about the running and speed of the car. The price tag and the marking does it all for them where as sports car lovers do take information into account to a peachy extent. hither below is a table that shows the differen ce in problem solving forcefulness of both the target markets. End destruction Considerations Decision Process Using a decision sequence model, much(prenominal) as SOSTAC, develop an appropriate communications outline (including media and message) for this target market.A decision making model is a model that manufacturers use in lay to devise a merchandising plan that is strategically intentional for ensuring maximum communication with the consumers which will in the end help in attracting more customers for the party. The decision making model that has been discussed in the enquiry paper is known as the Sostac business model which stands for Current situation, Objectives, Strategy, Tactics, Actions and lastly the control of the firm over its trading operations in decree to market its product in the most efficient way(Moner 1973).This model is closely related with the consumer buying and buy style because the methods of information collection and generating of informatio n are designed in much(prenominal) a way they can be used to promote and market for the consumers, according to their tastes and preferences. This model also helps an organization to collect its own jell in the market and identifies the weaknesses and strengths of the firm. Basically the main function of this model is communication.The community first acquires information from the consumers that includes their intentions, attitudes, objectives and behavior towards a certain product, and then the partnership communicates comes up with a market schema and plan in order to cotton up these demands of consumers in their product. The lodge has to gather information regarding itself as well in order to see what actually is the current baffle of the company in the market so that the strategies it comes up with can be designed in the similar manner? A small ontogenesis business cannot arrogate and adopt strategies of a well realized running business.In the case of Lamborghini, we will conduct a SOSTAC analytic thinking in order to crumple its true position in the market as well the strategies it can use to market its products. fleck In this subhead, the company first analyses where it is now. Lamborghini has to analyze itself in the automobile in order to see how the industry, competitors and the consumers look up to it. For this the company should take into account three except concepts that include the Swot psychoanalysis, the pet analysis and its competitive position in order to construct the negative and positive side of the companies actual position.In the Swot analysis Lamborghini analyzes its strengths weaknesses threats and opportunities in the automobile industry and the consumer market. The strengths of the company are that it has been providing quality sports cars from a phone number of years and is known in the sports car industry in the world. Lamborghini is a brand name and it has many loyal well-fixed customers who came back again and a gain for newer models. As the SUV that the company is producing is a very hedonistic car and also very blessed on products, thus it is easy for the company to target its potential market with a some(prenominal) other sports car manufacturers.Competition in the sports car industry between these few players is quite intense because every company tries to focus on the small potential market for sports cars (Dhar 1997). This can be looked upon as weakness of the company from the external side because companies exchangeable Ferrari BMW and AUDI are also producing and marketing quality sports cars like Lamborghini. Also as the company is marketing a mark and a luxurious expensive car, it cannot overspill the market by mass yield and reduced prices.The reason behind this is that along with marketing for the SUV, the company also has to check its luxury brand image and the status of producing A class cars. Thus they cannot take root below a certain mensuration to attract more cust omers. Opportunities for the company in this case are that more and more credit facilitation programs are being launched by banks and financial institutions as known as auto loans and thus the company can target even those customers who have lately been promoted to high salary jobs and thus have the ability to pay for the installments.Lamborghini is also providing such auto loans to customers as well in order to make availability of cash to them. Private franchise owners are also coming into the scene even from the developing countries and thus the company also sees great opportunities and potential in the markets of these countries, again targeting the top notch people of their society. TV shows like Top Gear and Red field have also aired faultless episodes on the performance and the characteristics of the car and has helped in educating them well about the car.Lastly, in the plodding analysis, Lamborghini also faces threats from the external side as the industry is coming up w ith new technology in racing and there has been a race going in this regard. Also there is a grand cost of business also involved in research and development because the research and development going on in this field are one of the most advanced levels of researches ever.