This website uses cookies to ensure you have the best experience. Learn more

Consumer Behaviour Skoda Analysis

1067 words - 5 pages

MKTG2204: Consumer Behaviour Assignment 1
Topic 1: How the Knowledge and Associations of a Brand Influences Decision-Making

Introduction
The competition in today’s car environment is becoming increasingly intense, as car manufacturers search for any edge over competitors for securing a larger market share.
Car manufacturers are beginning to realise the importance of marketplace awareness of their brand within the minds of consumers, and how this recognition affects the decision making process. This paper will attempt to discuss how consumers research and purchase new cars, the importance of the purchase itself and how the knowledge and associations of a brand influence consumer ...view middle of the document...

The Škoda Fabia
The Škoda Fabia is a supermini produced by Czech automobile manufacturer Škoda Auto. The Fabia was available in hatchback, estate (Fabia Combi) and saloon (Fabia Sedan) body styles. The Fabia RS is a sporty, high performance car based off the rally car. The Fabia is marketed as a fun and light car, targeted to young, “up and coming” professionals. With the fun car image, Škoda aspires to widen its usual buyer market by appealing to the younger crowd.
Target Market
According to Škoda, the target market for the Fabia RS is young people of age 18 to 35 who are into gadgets, consider having own individual style apart from trends, socially conscious, risk adverse, enjoy sporty performance and looking for value for money.
Current Awareness & Marketing Challenges
Based on our interview results, it is clear that there is definitely insufficient consumer awareness about the car model. There is moderate awareness of the brand Škoda but few were able to provide any extensive information about the brand. The Fabia RS is a relatively new model but compared to its counterparts from other brands such as the Suzuki Swift Sport, Audi A1 Sportback, Mini Cooper S and Volkswagen Polo GTI, it is overshadowed in the eyes of those we interviewed. Inferring from our interview responses, it is clear that the knowledge and associations of a brand do influence a consumer’s decision making. Most of the interviewees responded that they would not buy the Škoda Fabia as they are not familiar with the brand Škoda, or because they are loyal to other brands such as Honda and SAAB. This illustrates strong brand loyalty when it comes to car purchase and thus, it is important that Škoda emphasises more on marketing its brand and cars. One of the biggest marketing challenges for Škoda is that there is low awareness for its brand and products, and its inability to appear attractive to its target consumers. For example, many people thought that the Fabia was marketed towards older people.
Journal Articles
Comparable with its industry rivals before mentioned, the Skoda Fabia RS’s performance according to review is comparable if not better in certain aspects. If performance is comparable across brand, consumers will tend to weight price heavily (Consumer Decision Making article), an area where Skoda fares well in. This is provided of course the brand and car itself are within...

Other Papers Like Consumer Behaviour Skoda Analysis

Young Female Motivations For Purchase Of Organic Food In Malaysia

3162 words - 13 pages research was published on 2012. Their research work revolves around the consumer behaviour and attitude towards organic food in Malaysia. The broad aim of this research is to review critically the study of organic food purchase in Malaysia. According to the author, they were state that even though the market of organic product is growing, still the demand on organic food is unstable at market place. Basically, the author are emphasized on the

Marketing - Cotton On Report

334 words - 2 pages number of areas related to consumer behaviour in the marketplace whilst Dr Sweeney specializes in relationship marketing. Both authors have track records for writing for business journals and their opinions are held in high esteem amongst people in the marketing world. An examination of the backgrounds of both authors makes evident the contributing factors to their adopted methodology.

Marketing

2340 words - 10 pages encounter loses. Fits-like-a glove (FLAG) choice theory has the assumption that historical and social forces play a big role in shaping the behavior of a consumer. It is therefore important to note that consumer behavior is also affected by other factors such as family members and friends because various decisions involve multiple stakeholders (Erasmus, 2001). Conclusion Based on the comparative analysis in the case study it is evident that

Marketing

2365 words - 10 pages variables marketers are able to understand consumer choice and therefore are able to market successfully their products, in which they are able to achieve the achieve outcome of selling. When considering ZEVs in the Australian context, it is necessary to apply the 7ps of the marketing mix. It is significant to establish and identify each one of these characteristics of the marketing mix as it allows a further in depth analysis of how the product

Marketing

697 words - 3 pages results from (Germany 20%, UK 12%, France 9% and Sweden 8%). 3. Problem Definition How can IKEA convince Americans to dislodge old furniture and convince them to buy their innovative new products? 4. Development of Alternatives Market Research – look into consumer behaviour and how and why Americans tend to hold on to their furniture longer than their own cars. Advertising – Convey a clever ad that depicts consumers dislodging old and

Business

8034 words - 33 pages unsolicited employee actions were assigned to Group 3. Customer dissatisfaction resulted from staff behaviour. It comprised 39.7% of service failure classifications and had a failure rating of 7.11. Employee behaviour occupied third rank among the service failure categories (12.3%). Aberrant consumer behaviour of the problematic customer belonged to Group 4. It meant that inappropriate customer acts influenced the dining atmosphere experienced by

Marketing Eco-Shack

3896 words - 16 pages Report Title: Marketing the Eco-shack Prepared For: Ms Puan Haslinda Mohd Yunus & Ms Rachael Louis Vincent Victoria University Prepared By: Vivek Satish Chohan (4101946) Pranav Satish Davda (4100233) Date of Submission: 16th May 2013 Tutorial Group: 8 Table of Contents Executive Summary 2 1.0 Introduction 3 2.0 Analysis 4 2.1 Consumer Segmentation 4 2.2 Business Segments 5 2.3 Cost Pricing Approach 7 3.0

Marketing - 1436 words

1436 words - 6 pages elements of the extended marketing mix LO4 Be able to use the marketing mix in different contexts Introduction This is a broad-based unit which gives learners the opportunity to apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and to carry out their own

Marketing - 1679 words

1679 words - 7 pages ng S.No | TERMS | DEFINITIONS | 1 | Lead generation | The process of finding people (consumer or business) with a qualified interest in a certain product or service. | 2 | Lapsed Customer Rejuvenation | The process of re-contacting 'former' customers and following up on 'lost orders/old quotations' with the objective of generating new leads. | 3 | Market segmentation |  Process of dividing the market into smaller groups that share one or

Toms Marketing Plan

2472 words - 10 pages , Rafael. (2010). Alliances between brands and social causes: The influence of company credibility on social responsibility image. Journal of business ethics, 96 (2), p169-186 Brunswick, Gary J. (June, 2010). Consumer purchase behaviour and helping: An exploration of this approach to marketing strategy. Summer Internet Proceedings, Vol. 12, p108-112 Bloom, Paul N., Hoeffler, Steve., Keller, Kevin Lane., Meza, Carlos E. Basurto.( 2006). How

Entrepreneurs In Sri Lanka

2936 words - 12 pages that influence the video game industry are population demographics, income distribution, lifestyle changes, social mobility, attributes to work, consumerism, level of education and consumer behaviour. Nintendo’s action to open the World of Nintendo showrooms was to attract and influence customers and show interest towards fulfilling the customers' needs. Also, games have an influence to the culture of people, bring aggression in children, etc all

Related Essays

Consumer Purchase Analysis

434 words - 2 pages Project #1 – Consumer Purchase Analysis Due: 27 Oct 15 (submit at start of class) This requirement is used to bridge the topics of marketing research and consumer behaviour (CB). It is to be completed as an individual effort. Select a product category (suggestions are listed as follows): • Frozen dinner/entrée, • Athletic equipment other than apparel, • Footwear, • Electrical appliance, or • China, crystal, or silverware

Apple 1 Essay

1027 words - 5 pages lighted as under.Also she said that your focus should be on one thing. Critically analysis of the (marketing communication tools) and how it has an impact on (behaviour )of its loyal customer base- a case study of Boots Company, UK She wrote here about topic (Buying Behaviour) Research Aims and Objectives Research Aim The aim of the dissertation is to analyse the impact of recent marketing communications activities initiated by

Consumer Behavior Essay

2202 words - 9 pages , digital gadget, electronics items or jewellery. Thus the objective of this study is to know attitude and behaviour of consumer towards jewellery items. The study puts light on the jewellery buying behaviour of online shoppers of Lucknow. The study also wraps up main factors for their attitude towards shopping behaviour. The taxonomy for jewellery is developed based on our analysis. Online shopping researches are presented and discussed in light of

Consumer Behaviour Mini Project Essay

877 words - 4 pages competition in the market. They have already established in urban markets and now rural and suburban areas are the thrust areas. I have chose "To Study the Consumer Buying Behaviour towards Fairness Creams" to have a deep knowledge of consumer behaviour regarding fairness creams. In my research I have tried to find out main brand used? Why these brands are used? Factor affecting their purchase behaviour like price, quality, results, etc