Buyer behavior Essay

Blackwell, Miniard and Engel have proposed a very generic mock up of consumer job solving in their text. The authors have related consumer decision qualification attend as a goal directed chore solving bear upon for consumers. By this we mean that when expiry for a decision or selecting among choices, a consumer is branch exposed to a problem that creates confusion in his mind that what to think. This confusion and problem arises because there is a gap between his goals and the available services and w atomic number 18s.In order to bridge this gap the consumer and so takes help from the consumer decision making model and thus solves this problem by fol minoring a defined handle. First of all the consumer recognizes a process and identifies for the differences between his ideal expectations and the situation and state of the product market. By employ this problem solving process, Lamborghini stop look into what are the main problems confront by consumers and effectivene ss customers in the market.Then it shadower come up with ascendants in order to relate with the product, for example those customers who want zip up with asylum because they use this elevator motor motorcar for both family and status thus, Lamborghini nates market this car as may be safety with speed and status (Woodside 1992). later recognizing the problem the consumer then searches for a solution and thus he tends to research selective knowledge about substitutes. This is the time when the organization is expected to provide the customers with the information they need and thus leaving an image for them as the perfect solution to think upon.Lamborghini can as well coffin nail these customers by providing its promotional natural and text to corporate heads, subscriber line executives and people with heavy bank accounts in order to be the first to be in their mind. As the product is quite an expensive, thus there is very less chance that both consumer would avoid co nsidering 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 substantive giving them a detailed overview of their product, its competitiveness and its edge over the separate products.Then in the fifth stage the consumer buys the product and then makes pull ahead evaluation of the attach to and the product after the use of the product. By acquire consumer feed cover version and providing after sales services, Lamborghini can come up with new strategies and ship canal in order to please its customers. As the product is designed for a very narrow based market, thus identifying different tastes, wants and preferences of consumers is very because they can subdivide under different categories. Each potential customer can be provided with information fit in to the subdivision he belongs to and thus more than(prenominal) customers can be satisfied (B ettman 1975). at that place are a split up of levels in which problems are solved by the consumers depending on the effort they deposit in while deciding for a product that range from low involvement / low knowledge to high involvement/ high knowledge. There are 2 more levels in between these extremes. up to now in grammatical case of Lamborghini, as this product is a luxury item with a heavy price tag thus the consumers are highly involved. However as far as knowledge is concerned, there can be two cases, high or low, due to the two different target markets that we have already discussed.This is because corporate and status conscious customers want the exceed without having much knowledge about the performance about the running and speed of the car. The price tag and the brand does it all for them where as sports car lovers do take information into account to a great extent. Here beneath is a table that shows the difference in problem solving intensity level of both the targ et markets. End Goal Considerations Decision Process use a decision sequence model, such as SOSTAC, develop an distract communications strategy (including media and message) for this target market.A decision making model is a model that manufacturers use in order to devise a marketing plan that is strategically designed for ensuring maximum communication with the consumers which forget in the end help in eviscerateing more customers for the company. The decision making model that has been discussed in the research paper is know as the Sostac business model which stands for Current situation, Objectives, Strategy, Tactics, Actions and lastly the control of the firm over its operations in order to market its product in the most business corresponding way(Moner 1973).This model is closely related with the consumer buying and purchasing behavior because the methods of information collection and generating of information are designed in such a way they can be used to promote and mar ket for the consumers, according to their tastes and preferences. This model in like manner helps an organization to realize its own position in the market and identifies the weaknesses and strengths of the firm. Basically the main function of this model is communication.The company first acquires information from the consumers that includes their intentions, attitudes, objectives and behavior towards a certain product, and then the company communicates comes up with a market strategy and plan in order to foreground these demands of consumers in their product. The company has to gather information regarding itself as well in order to see what actually is the current position of the company in the market so that the strategies it comes up with can be designed in the similar manner? A small developing business cannot birdcall and adopt strategies of a well established running business.In the case of Lamborghini, we will conduct a SOSTAC depth psychology in order to try its true po sition in the market as well the strategies it can use to market its products. Situation In this subhead, the company first analyses where it is now. Lamborghini has to psychoanalyze 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 further concepts that include the mug up analysis, the pet analysis and its competitive position in order to gain 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 number of years and is known in the sports car industry in the world. Lamborghini is a brand name and it has many loyal rich customers who came back again and again for newer models. As the SUV that the company is producing is a very busty car and also very happy on products, thus it is easy for the company to target its potential market with few 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 outdoor(a) side because companies like Ferrari BMW and AUDI are also producing and marketing quality sports cars like Lamborghini. Also as the company is marketing a branded and a luxurious expensive car, it cannot flood the market by mass merchandise and reduced prices.The reason behind this is that along with marketing for the SUV, the company also has to maintain its luxury brand image and the status of producing A line cars. Thus they cannot fall below a certain standard to attract more customers. Opportunities for the company in this case are that more and more credit facilitation programs are being launche d by banks and financial institutions as known as auto loans and thus the company can target even so those customers who have recently been promoted to high salary jobs and thus have the exponent to pay for the installments.Lamborghini is also providing such auto loans to customers as well in order to make availability of funds 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 suck have also aired entire episodes on the performance and the characteristics of the car and has helped in educating them well about the car.Lastly, in the SWOT analysis, Lamborghini also faces threats from the impertinent side as the industry is coming up with new technology in racing and there has been a race going in this regard. Also there is a huge cost of business also involved in research and development because the research and development going on in this field are one of the most locomote levels of researches ever.