'Buyer Behavior & Integrated Marketing\r'

'The hassles on which this assignment focuses on is how weed an organization understand and influence the demands and require of a consumer by using consumer determination make model and the a ratiocination ecological succession model which cares an organization unsex a set sequence in order to plan for its market and promotional strategy. The society that has been researched upon in the research theme is Automobili Lamborghini S. p. A that has recently launched its new SUV in the market which to a fault happens to be the counterbalance SUV car from the comp some(prenominal).The car is known is Lamborghini SUV and in that location are a lot of things that posit to be taken care of when introducing and market the car in automobile arena. A consumer decision model willing help the company in order to rule how a particular group of consumers decides for a particular commodity. What are their p acknowledgements, their expectations, how canister they be inveigleed, w hat is their taste, how surface do they memorize a accredited merchandise, their loyalties to a particular brand, their variation from a product or merchandising strategy and the knowledge that they possess.A consumer consciously or unconsciously using all these factors when red to buy a product hence in the case of Lamborghini SUV the consumer will once to a greater extent question himself on the above mentioned advertize (MacKenzie 1986). As given in the research done on the company, the main problems that the company tends to locate from the consumer behavior are; 1. What is the product 2. What is the target market 3. What are the substitutes 4. How does the outlay and value for money are agree 5. Is the product a luxury head 6. What sort of a decision sequence model can be usedHere is a brief answer to all of the questions mentioned above. As we all know that the product is a luxury SUV that is being marketed for the first quantify by the company, the company has to target to a specific group with specific characteristics. These nation are supposed to be well to do by having good administrator level jobs or running businesses and having a family of 2 to 3 persons. This suggests that the targeted customer should be more(prenominal) then 35 long time of age but not more than 45 because that goes beyond the garish and brisk characteristics of the car.The sport and speedy characteristics of the car vindicated two marketing and targeting corridors for the company, that are, 1. executives and managing directors, (as discussed above) and 2. The existing sports cars clients who will then be filtered for having or not having a taste for a sports SUV. The problem is that the product that is in question in the research is quite expensive and in that respectfrom it is not at all alike marketing coke. Customers need to be better and informed nearly the value and expense of the product that should be new(prenominal) than the demonstrable cost price of the car (Bettman 1975).With reference to Blackwell, Miniard and Engel analytical framework, analyze the likely acquire behavior of your target market, in harm of degree of problem solving, and identify the potential influences on this decision process. You should also identify any issues related to the instruction touch aspect, as this will inform labor 3 With reference to Blackwell, Miniard and Engel, the decision of any consumer is based upon and involves two or more products that are substitutes to each other.For example a consumer might choose between expiry out for a celluloid or staying at home, for this consider going to movie and staying at home will work to be as substitutes to each other. Similarly, in this of Lamborghini, the consumers have a range of plectrons. These choices imply other clean SUV’s that already in the market by opponent brands like BMW, Mercedes, Chrysler and others. Thus Lamborghini should look into the matter that what do consumers want in an SUV, how and what characteristics they should suck up to attract their customers.Blackwell, Miniard and Engel advocate the fact that there are a number of cognitive processes going on in a consumer mind while he makes secure decisions. These cognitive decisions can be place as consumer knowledge about the market and the product, beliefs and memories about information that a consumer conglomerates from marketing and promotional activities going on approximately them, their cognitive process of comprehension and at long last their integration cognitive process in which a consumer evaluates two or more choices and short lists to one final choice.This choice is made on the basis of certain behavioral decisions, thus the decision making process of a consumer can also be regarded as their decision plan. A Cognitive Process Model of Consumer conclusiveness Making Lamborghini should keep in mind that its consumers will gather most of the information from their s urroundings. Apart from their own marketing campaign, the consumers consciously and unconsciously are gaining information about the sporty cars, their models, information about other brands, performance of other SUV’s that tell apart I the same category of sporty cars and much more.Consumers are exposed to TV shows, magazines, discussions and even get to see these products pop off at show rooms that they already a lot about the car. However, a marketer should always keep in mind that in order to attract a customer and give him what he wants, the product should be marketed in much(prenominal) a way that the consumer directly notices what he wants in the product without him being analyzing and comparability with other brands(Roberts 2000).The marketing campaign should suck up the characteristics of the product itself in the marketing campaign rather than letting the customer gather the information on his own that can also lead to possibilities that the customer whitethorn not be able to hear those characteristics on his own. Same goes for Lamborghini, the company essential market the new SUV in such a way that it highlights both(prenominal) its sporty nature and its symbol of power of stance in order to cater both the target markets that have already been set in the previous section.\r\n'