Consumer Behaviour Assignment
1. Discuss the target market characteristics of hybrid car purchasers.
For the past decade, Toyota has been focused on the concentrated marketing strategy and has successfully dominated a large share in the small segment of hybrid cars sales. As in general, the current popular paradigm has been increasingly focus on the environmental issues, such as global warming, petrol fuels consumption and conservation, which has also driven increasing numbers of environmentally alternative vehicle “greener-cars”. It has been recognized that encouraging the adoption of environmentally friendly products is the key challenge for the behavioral scientists (Kaplan 2000).
Toyota markets the hybrid car as an environmentally better alternative to conventional petrol cars. Therefore, this marketing position appears to appeal to target market of hybrid car purchasers can be identified with below consumer characteristics:-
Demographic
This is the first element of market segment which marketers would approach on how to position and segment the consumer markets in the marketing strategy. Demographic refers to consumer characteristics in age, gender, education, income, family size, occupation and etc.
Hybrid car purchaser’s characteristics in general could be classified their age from 20years to 35years old and with no specific ethnicity, religious background, or gender segment. They are well-informed and educated adults group in the socio-economic segment. According to Giggs David (2009), going “green” is high up on the list for many people. Saving on fuel and running costs is given careful consideration by many people. Therefore, to drive a hybrid car not only due to environment conscious but also cost saving.
This target group is generally in higher managerial, administrative or professional occupations and of upper middle class plus most likely to be married with family’s responsibilities. According to Perryman Syvetril and John Tews (2008), those who purchase hybrid
For the past decade, Toyota has been focused on the concentrated marketing strategy and has successfully dominated a large share in the small segment of hybrid cars sales. As in general, the current popular paradigm has been increasingly focus on the environmental issues, such as global warming, petrol fuels consumption and conservation, which has also driven increasing numbers of environmentally alternative vehicle “greener-cars”. It has been recognized that encouraging the adoption of environmentally friendly products is the key challenge for the behavioral scientists (Kaplan 2000).
Toyota markets the hybrid car as an environmentally better alternative to conventional petrol cars. Therefore, this marketing position appears to appeal to target market of hybrid car purchasers can be identified with below consumer characteristics:-
Demographic
This is the first element of market segment which marketers would approach on how to position and segment the consumer markets in the marketing strategy. Demographic refers to consumer characteristics in age, gender, education, income, family size, occupation and etc.
Hybrid car purchaser’s characteristics in general could be classified their age from 20years to 35years old and with no specific ethnicity, religious background, or gender segment. They are well-informed and educated adults group in the socio-economic segment. According to Giggs David (2009), going “green” is high up on the list for many people. Saving on fuel and running costs is given careful consideration by many people. Therefore, to drive a hybrid car not only due to environment conscious but also cost saving.
This target group is generally in higher managerial, administrative or professional occupations and of upper middle class plus most likely to be married with family’s responsibilities. According to Perryman Syvetril and John Tews (2008), those who purchase hybrid