Volkswagen
Contents Introduction (Volkswagen) 2 Indian Market- Four Wheelers 3 The Constitution of Consumer Behavior 5 Consumer Decision Making 5 Consumer Decision Making for Four Wheelers 6 How you Decide you Want to Buy a Car? 7 What’s the Right New Vehicle for Me? 7 What Kind of Car Do I Need? 7 What Size Car Do I Need? 9 Do I Need All-Wheel Drive? 9 How Much Power Do I Need? 9 Should I buy a petrol or diesel car? 10 Consumer Research 11 Consumer Research Methods 11 Focus Groups 11 Phone Surveys 11 Observation 11 Market Segmentation 11 Reference 12
Introduction (Volkswagen)
The Volkswagen Group with its headquarters in Wolfsburg is one of the world‘s leading automobile manufacturers and the largest carmaker in Europe. In 2012, the Group increased the number of vehicles delivered to customers to 7.203 million (2011: 6.336 million), corresponding to an 11.4 percent share of the world passenger car market.
The Group is made up of nine brands from seven European countries: Volkswagen, Audi, SEAT, Skoda, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania.
Volkswagen products are well known by consumers for German engineering at an affordable price. In the mid 1970's Volkswagen made a fundamental shift in their efforts from manufacturing cars that were solely economical to cars that can out-perform others in their weight class. Today, this focus is in full effect as customers demand performance along with modern options that improve the driving experience.
As noted, Volkswagen's marketing department has taken a different approach for selling cars in recent years to coincide with consumer demands. Volkswagen now focuses on what they can offer the driver rather than what they perceive as customer needs and wants by utilizing a "pull" promotional strategy. This approach is consistent with current "value delivery" marketing concepts. The new slogan, "Drivers wanted", creates an image of a product being the first
Introduction (Volkswagen)
The Volkswagen Group with its headquarters in Wolfsburg is one of the world‘s leading automobile manufacturers and the largest carmaker in Europe. In 2012, the Group increased the number of vehicles delivered to customers to 7.203 million (2011: 6.336 million), corresponding to an 11.4 percent share of the world passenger car market.
The Group is made up of nine brands from seven European countries: Volkswagen, Audi, SEAT, Skoda, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania.
Volkswagen products are well known by consumers for German engineering at an affordable price. In the mid 1970's Volkswagen made a fundamental shift in their efforts from manufacturing cars that were solely economical to cars that can out-perform others in their weight class. Today, this focus is in full effect as customers demand performance along with modern options that improve the driving experience.
As noted, Volkswagen's marketing department has taken a different approach for selling cars in recent years to coincide with consumer demands. Volkswagen now focuses on what they can offer the driver rather than what they perceive as customer needs and wants by utilizing a "pull" promotional strategy. This approach is consistent with current "value delivery" marketing concepts. The new slogan, "Drivers wanted", creates an image of a product being the first