Project on Marketing Strategy for Consumer Behavior.pdf -...

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Project on Marketing Strategy for ConsumerBehaviorCompany: Toyota motorsSubmitted to Prof. Zalak ShahNameRoll no.Harsh Hemani168Hiloni Tolia188
ACKNOWLEDGEMENTWe express our profound gratitude towards all the people who have helped us in the creation andcompletion of ours Consumer Behaviour Project of the Third Year Bachelor of Commerce. Wewould like to thank the Faculty member, the Library, the computer lab of Amrut Mody School ofManagement, Ahmadabad University for their support and encouragement. We express oursincere thanks to all the respondents of our Focus Group Survey for sparing out their valuabletime and providing their valuable response for the study. We also would want to express aspecial gratitude to the showroom staff, for providing us external support in giving the project afocused direction. Finally, we convey our sincere gratitude to our mentor for the projectProfessor Zalak Shah who counselled us throughout this valuable learning experience, gave usconstructive suggestions and feedback in addition to helping us in every possible manner.
Background on consumer behaviorConsumer behavior defines the behavior of consumers in searching, purchasing, using,evaluating and disposing of products and services that they expect will satisfy their consumerneeds. Consumer behavior focuses on how individual consumers and families or householdsmake decisions to spend their available resources on consumption related items. It includes whatthey buy, why they buy, how often they buy it, how they evaluate it after purchase, the impact ofsuch evaluations on future purchase and how they dispose it.In mid-50’s to respond to consumer’s growing interest in products and services that were moreunique and better satisfy their individual needs and preferences, companies shifted from a salesapproach to marketing orientation approach. The business then focused more on consumer’spreferences of what they wanted, which products they demand, and how they plan theirpurchase. Thus there was a shift from production strategy which was followed in 1850 to late1920, which focused on expanding the production and making more products, to sales approach-which was followed in 1930 to mid 1950 that focused to sell more of what the manufactureshave produced. Thus there was initiation of consumer behavior in the business in mid 1950’swhich was a part of marketing concept.As more consumers are adapting the goods and lifestyle of people living in other parts of theworld, the marketers try to gain the advantage of acceptance of the products that are differentfrom their own country. The culture exposure is targeted by the marketers to expand theirmarkets by bringing new products, services, practices, ideas to potential consumers residing indifferent country and having a different view. The major corporations are marketing theirproducts beyond the country borders and have given rise to the concept of glocal referring tocompanies having both global and local trade. The firms are attracting the multinational marketsfor the growth and expanding horizons for global trade. The efforts of the European Union toform a single market of euro-consumers with similar wants and needs. The North America FreeTrade Agreement which consists of the United States, Canada and Mexico also provides freemarket access and has increased the trade between the countries. Other association like the

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Term
Winter
Professor
Darshana Padia
Tags
Toyota Motor corporation, The Unconscious, A Theory of Human Motivation,

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