alfa romeo
Alfa Romeo
Giulietta:
Consumer Behaviour Report
The Alpha Romeo Giulietta is positioned in the small passenger car market, which currently accounts for 25.5% of all new car sales in Australia. As consumers continue to move to smaller fuel-efficient vehicles, prediction suggests that it will gain market share over the next five years. Embracing a new and risky approach, Alpha Romeo has launched a $25,000 prestigious brand into the small passenger car category which is currently dominated by Toyota, Holden and Mazda.
Alfa Romeo Giulietta is an Italian machine made by a company with a rich sporting heritage and with its typical Italian flair and precision driving technology; the Giulietta is guaranteed to be a stand out. The Giulietta is designed for the motorists who simply love to spend time with family or friends; however its appeal is for anyone looking for more than just mere transport.
Through consumer research that I have conducted, this report will analyse what an advertiser must consider when understanding and designing an appropriate communication strategy directed at the target consumer. The consumer market I have surveyed and interviewed are both males and females within the ages of 18-21 living in the Sydney metropolitan area. This market is young, usually still living at home, are university students or new to the workforce and have a fairly low income. This market had very little to no knowledge about Alfa Romeo as a brand, where most people had heard of the brand and were aware it exists but had no in depth knowledge about the brand in order to stimulate brand recognition. Upon asking one interviewee on what they thought about what comes to mind when they think of Alfa Romeo, their response was “Italian car/brand”. This consumer group would not think about purchasing the product, as it does not fit in with their ideal image, whilst purchasing a car.
A number of models depict the stages a consumer passes through in moving from a state
Giulietta:
Consumer Behaviour Report
The Alpha Romeo Giulietta is positioned in the small passenger car market, which currently accounts for 25.5% of all new car sales in Australia. As consumers continue to move to smaller fuel-efficient vehicles, prediction suggests that it will gain market share over the next five years. Embracing a new and risky approach, Alpha Romeo has launched a $25,000 prestigious brand into the small passenger car category which is currently dominated by Toyota, Holden and Mazda.
Alfa Romeo Giulietta is an Italian machine made by a company with a rich sporting heritage and with its typical Italian flair and precision driving technology; the Giulietta is guaranteed to be a stand out. The Giulietta is designed for the motorists who simply love to spend time with family or friends; however its appeal is for anyone looking for more than just mere transport.
Through consumer research that I have conducted, this report will analyse what an advertiser must consider when understanding and designing an appropriate communication strategy directed at the target consumer. The consumer market I have surveyed and interviewed are both males and females within the ages of 18-21 living in the Sydney metropolitan area. This market is young, usually still living at home, are university students or new to the workforce and have a fairly low income. This market had very little to no knowledge about Alfa Romeo as a brand, where most people had heard of the brand and were aware it exists but had no in depth knowledge about the brand in order to stimulate brand recognition. Upon asking one interviewee on what they thought about what comes to mind when they think of Alfa Romeo, their response was “Italian car/brand”. This consumer group would not think about purchasing the product, as it does not fit in with their ideal image, whilst purchasing a car.
A number of models depict the stages a consumer passes through in moving from a state