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 , the Toyota AA. Toyota Motor Corporation produces vehicles under 5 brands, including the Toyota brand, Hino, , , and . It also holds a 51.2% stake in , 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 , 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 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. 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. 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 Car Model Ex-Showroom Price (New Delhi)

Toyota Etios Liva 5 - 7.21 lakhs Check On-Road Price 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 Check On-Road Price

13.06 - 17.73 lakhs Altis Check On-Road Price

24.17 - 26.49 lakhs Check On-Road Price

28.80 - 31.92 lakhs 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  : 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 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.