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Consumer Behaviour

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Consumer Behaviour CONSUMER BEHAVIOUR ASSIGNMENT Submitted by, VYSHAKH.PN PGDM1400130 INTRODUCTION Toyota Motor Corporation : Toyota is a Japanese automotive manufacturer headquartered in Toyota, Aichi, Japan. In March 2014 the multinational corporation consisted of 338,875 employees world wide and, as of November 2014, is the twelfth-largest company in the world by revenue. Toyota was the largest automobile manufacturer in 2012 (by production) ahead of the Volkswagen Group and General Motors. In July of that year, the company reported the production of its 200-millionth vehicle. Toyota is the world's first automobile manufacturer to produce more than 10 million vehicles per year. It did so in 2012 according to OICA, and in 2013 according to company data. As of July 2014, Toyota was the largest listed company in Japan by market capitalization and by revenue. The company was founded by Kiichiro Toyota in 1937 as a spinoff from his father's company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota Industries, it created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation produces vehicles under 5 brands, including the Toyota brand, Hino, Lexus, Ranz, and Scion. It also holds a 51.2% stake in Daihatsu, a 16.66% stake in Fuji Heavy Industries, a 5.9% stake in Isuzu, and a 0.27% stake in Tesla, as well as joint-ventures with two in China (GAC Toyota and Sichuan FAW Toyota Motor), one in India (Toyota Kirloskar), one in the Czech Republic (TPCA), along with several "nonautomotive" companies. TMC is part of the Toyota Group, one of the largest conglomerates in the world. OBJECTIVES OF TOYOTA To enhance customer satisfaction by providing high quality service and value for money An aggressive customer satisfaction programme from showroom to parts and workshop to foster customer relationship To maintain the market share of Toyota in Yemini market To service the nation and the upliftment of society Ethical approach towards customers and foster the need of the customers STP Segmentation It has segmented all the countries across the globe as its markets All of Toyotas vehicles speak to a different consumer segmentation Based on income, gender, life cycle stages,needs,desire etc. Vehicles are designed so as to attract on the basis of life style choices and specific attitudes Toyota uses a psychographic and behavioural approach to segmenting the markets Targeting 1. Toyota Prius customer targeting way: Targets on conscious customers who place an importance on the environement Targets individuals that wants to save as the gas pumps Targets individuals that care about safety, Quality, family etc. 2. Toyota Tundra customer targeting way: Targets on consumers interested in functionally and recreation 3. Toyota Lexus targeting way of customers: Targets a more sophiscated classy customers individuals interested in styles luxury comfort status etc. Targets the middle aged consumer who care about family safety security prestige 4. Toyota Trucks customer targeting way: Truck lovers or professional who need trucks Positioning How Toyota positioned themselves as is, in quality and price wise Lamborghini comes first the second Toyota third Hyundai 4P’s of marketing PRICE Toyota Cars Car Model Ex-Showroom Price (New Delhi) Toyota Etios Liva 5 - 7.21 lakhs Check On-Road Price Toyota Etios 6.03 - 8.46 lakhs Check On-Road Price Toyota Etios Cross 6.23 - 7.72 lakhs Check On-Road Price 12.29 - 15.81 lakhs Toyota Innova Check On-Road Price 13.06 - 17.73 lakhs Toyota Corolla Altis Check On-Road Price 24.17 - 26.49 lakhs Toyota Fortuner Check On-Road Price 28.80 - 31.92 lakhs Toyota Camry Check On-Road Price Toyota Prius 38.10 - 39.80 lakhs Check On-Road Price Toyota Land Cruiser Prado 88.81 lakhs Check On-Road Price Toyota Land Cruiser 1.19 crores Check On-Road Price PLACES where Toyota mainly aim to do sales are the following Japan-25% Oceania-3% Asia-11% Middle East-7% Africa-4% Europe-14% Latin merica-4% North America-32% Products 70 different models sold under the name of Toyota VANS: Sienna, Previa, Tarago, Estima TRUCKS: T100, Tacoma, Tundra Crew Max, Tubdra double cap, Tundra Regular Cap SEDANS: Avalon, Camry, Corolla, Echo, Pirus SUV’s: 4Runner, FJ Cruiser, Highlander, Highlander hybrid, Lamdcruiser, RAV4, Venza WAGONS: Prius plug-in, Prius V, Prius C PROMOTION Toyota mainly do promotions in many different ways as follows Showroom Advertisement Free drive plan Special offer and exhibitions Toyota blog TV programmes CAMPAIGNS Latest campaign for Toyota Camry is One bold choice leads to another Former campaigns are the following Let’s go places Feeling the street Be safety leaders CONSUMER BEHAVIOUR Many of the consumers are looking for a good looking car with safety and protection So everyone looks for their safety and luxury in a reasonable price Toyotas many cars are having sporty look. so it will attract children and teenagers. so they are also influencing their family to buy the car Consumers always prefer for smooth long driving Every consumers looks for milage CONCLUSION In this we can understand that consumers are preferring for safety and smooth driving car. They are getting a good service from the sellers . Consumers are happy with Toyota. The campaigns and advertisements attract the customers a lot. It makes a great impact on selling Toyota cars and trucks..
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