The knowledge on the behaviors that consumers portray assists an organization improve their strategies of promotion by understanding the consumer’s psychosomatic individuality. It is necessary for the producer to study individuals and their methods of selection of products, and how these methods of choice eventually influence normal activities in the society (Perner).
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Clients have preferences on the types of automobiles they would like to acquire. These preferences principally arise from the strategies used in promotion of products and behavior that their acquaintances display. The BMW EfficientDynamics is a new eco-friendly car that BMW plans to launch, and for it to be successful, conduct of potential consumers must be examined in detail (Pulman).
Clients carry out both an inner and outer investigation for information on solutions that can unravel their troubles. For example, when the brakes of a car do not synchronize properly a customer will consider that before making another purchase. Internal search involves making out alternatives based on memory while an external search necessitates more involvement in examination of product quality. The consumer will retrieve information from hisher memory in making decisions on products and their alternatives.
The elementary information sources are through individual familiarity, communal, and commercial bases. Information on the selection of goods can be through personal experience and what product or service was stored in their memory. A consumer may also depend on news reporting or consult friends on their partiality before making a conclusion. It occurs when an individual perceives something through receiving, choosing, organizing and interpreting data, hence creating an evocative image of a product.
The consumer searches for this information in order to evaluate the available substitute methods to decipher the problem. For example, one may buy a new car or may choose to commute by bus. After settling for a decision, the consumer proceeds to purchase the product of choice. A consumer is thus able to identify the available types of brands and their differences. The quality and price of a product comes into question, and the purchaser may be observed to be more inclined on what is being currently advertised.
Before initiating a product it is necessary to know whether there will be enough consumers in the market to hold up the venture (Pakroo 204). It would be very difficult to make profits if there are not enough clients to purchase the products on offer. The surest way of getting the consumers attention is through education about the product.
Consideration and comprehension begins as soon as exposure of the product occurs. New goods are usually adopted by a few consumers before they begin spreading in the market. Surveys and personal interviews are among the common methods of getting information to consumers about a product.
Learning what they really want and expect from the manufacturer is essential in order to create and dispense it according to their preferences (Perner). The interpretation processes entail exposure to the news and the behavior people demonstrate towards the information.
Exposure to a product can happen either unintentionally or on purpose. Identifying the target consumers involves an inexhaustible circular process which involves satisfying regular clients wile maximizing the unintentional advertising of the new series (Pakroo 204). The interpretation process involves awareness and knowledge of what is necessary. The knowledge, beliefs and meanings that the society teaches an individual, determine whether conception will be deep or small-minded.
Increasing the amount of advertising in a surrounding commonly increases the intensity of comprehension. A shallow level of comprehension focuses on material and tangible meanings while a deep level involves more hypothetical importance. Through exposure consumers will identify the intrinsic value of the product.
There is the need for consumers to be attentive, aware and provoked. There is a preconscious contribution level and a controlled awareness level. Consumers strive to achieve the highest value for the money they have. Some are persuaded by complex product information while others prefer a more simple approach in advertisement. The new BMW series is an eco-friendly EfficientDynamics technology that has efficient resistance tyres and a sharp alternator (Pulman).
The future of driving cars which reduce fuel use and toxic waste levels without affecting the pleasure of driving is here in the form of the BMW EfficiencyDynamic model, which is known for satisfying consumers who demand performance and lavishness. Their lifestyle is characterized by profusion and over-spending.
There are occasions when individuals perceive incongruous implications about the same product. The representational significance that consumers place on a product is crucial for any organization to identify what drives purchaser’s activities (Henry 157). It is important to learn how the interactions of people and the environment give rise to specific experiences. The relationship between the end user and the maker must be understood in order to incorporate purpose and the symbolic denotation of the new BMW model.
The use of the BMW EfficiencyDynamic will show concern for the environment (Pulman). The term ‘efficiency’ is presently being used to describe products that are environmentally friendly. This car model aims to reduce the pollution of the surroundings through expulsion of noxious emissions by a great percentage.
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Consumers tend to make purchases that represent their image and personality. The mental and social process involved while choosing a product must be analyzed in order to identify the end user behavior. For example, the friends who accompany a prospective purchaser and the availability of time to sample alternatives may influence preferences of a product.
The personality of an individual creates uniqueness, and this desire will evidently affect purchase of the new model. The behavior of a buyer is greatly influenced by the family unit and personal relations with relatives. Personality may either be hereditary or obtained from personal experiences. The type of car that one drives identifies his/her traits. How the customer views and perceives herself influences decision on the preferred choice of brand (Ferrell & Pride 188).
The lifestyle of a customer is characterized by her activities and interests. The way people interact with others and the way they spend their time will influence which products they prefer (Ferrell & Pride 189). Age, education and levels of income pressure problem recognition, brand preferences and locations of purchase.
The best model that predicts choice is the ‘AIDA’ sequence which involves awareness, interest, desire and action (Armstrong and Stephens 149). A person recognizes something is lacking, develops an interest in finding alternatives to the solution and finally takes action by purchasing the product (Perner).
There are diverse roles that persons can play while buying a product which are all important in there own aspects. There is an architect, influencer, decider, purchaser and consumer role shared among friends and family members. The initiator suggests the idea of buying a car while the influencer will convince the prospective buyer on the value of the commodity. The decider determines the brand and quality of the product and when and where to buy it.
For example, the bread winner of a family will usually be the decider concerning the purchase of luxurious family objects. The person who makes the pays for the car is the buyer, who may also be the one who initiated, influenced or made the decision. The user is the person who in reality makes use of the product.
Relatives and friends have traditionally had a significant impact in the buying process (Ferrell and Pride 190). Most children get influenced by their relatives purchasing behavior, and end up growing with a particular brand preferences. Churches, community clubs and groups play a significant role in brand preferences of their supporters. These groups bring out the comparison between alternative options and act as an information source for its members (Ferrell and Pride 191).
The flow of information is involved before the procurement of a product. Word of mouth is the fastest and cheapest unprofessional means of getting information across. A happy result in a product results in the shopper giving an encouraging word, while disenchantment leads to the reverse. Word of mouth usually flows through peer influence and critique among friends.
The BMW EfficiencyDynamics will be presented in selected sales area and in all retail branches owned by the company. Different cultures espouse different products at dissimilar rates therefore the timing on when to release or advertise a product must be considered. Physical distance from the product and modernity manipulate preferences of persons. Similarities between cultures determine how easily the acceptability of the product would be.
The environment and the prospects that the sales person faces have often been a challenge to manufacturers hence it is necessary to tilt the home, neutral and away environment to the company’s advantage (Ferrell and Pride 191). The distance traveled and the location that the manager and the clients meet greatly influences the result of the transaction.
Segmentation, knowing the target market and creating a good setting is important in optimizing the sales of the new BMW series. Knowing which customers exist, selecting the ones who the company will efficiently serve, and implementing the segmentation procedure distinguishes and identifies customers (Perner). Our brand has always insisted on providing comfort and satisfying the luxurious lifestyles of our clients. The target segment is a wealthy audience who emphasize on comfort and luxury.
Though the market has always targeted the affluent, the new model has incorporated environment aspects. The high-income market has historically wanted to stand out through being unique. This is depicted by the desire of some groups to associate themselves with others while some prefer not to be compared to other cultures.
This market continues to grow, and their display of loyalty to brand is evidenced in the growing market. A rapidly growing segment generally increases more competition and necessitates market expansion. The design appeals to fleet buyers and environmentally conscious citizens (Pulman).
Several segments exist in the market hence it is important for the company to identify their target audience. Segmentation engrosses the manufactures on research about the existing consumers and their needs. The process splits up the market into groups based on different segments like sex, maturity or interests.
Segmentation will allow the company to meet the widest market with the most customized good hence expand sales and obtain a viable advantage. Segmentation considers who the product benefits, psychographic attitudes and perceptions or socioeconomic standing of the market.
Exploiting the undifferentiated approach in which all the consumers receive equal treatment has sometimes proven to be successful. Segmentation calls for hard option hence the need to identify early who the BMW EfficiencyDynamics targets. It is more difficult to satisfy a segment which is already receiving good service than those who are not getting the product (Perner).
The organization’s marketing efforts are directed towards developing a wider consumer base of environmentally conscious customers. The new model intends to save the consumers money with its astounding CO2 production (Perner).
The market is undergoing globalization and the need for efficient and environmentally friendly automobiles is in the interests of the whole populace. Consumers are becoming more responsive of the temperature changes occurring due to the discharge by vehicles.
Therefore, repositioning is necessary to change the consumer’s perception of the brand and educate consumers on the advantages of the new brand. Any organization must develop what the consumer want, advertise it, price it accordingly, and avail it where the consumers prefer to shop (Ferrell and Pride 3).
Satisfying the needs of everybody using a particular product is at times very difficult, hence the need for segmentation. Specializing in one division has proven to offer more profits to a business than those who try to satisfy all the segments (Perner).
With increased awareness of environmental concerns, more people who can afford the brand will make purchases. The BMW EfficientDynamics is cleaner, greener and more fuel-efficient than any other BMW series (Pulman). This is bound to increase the target market hence include more subdivision available in the market.
Armstrong, Michael & Stephens, Tina. A handbook of management and leadership: a guide to managing for results. London: Kogan page publishers, 2005. 148-160
Ferrell, O & Pride William. Foundations of marketing. Boston: Cengage learning, 2007 180-190
Henry, Paul. Qualitative market research: consumption, culture and consumer life-choices in Australia. Bingley: Emerald group publishing limited, 2006. 157-163
Perner, Lars. Consumer behavior: the psychology of marketing. USC Marshall. 2008. Web. Available at http://www.consumerpsychologist.com/index.html
Pulman, Ben. BMW 320d EfficientDynamics (2010) car review. Car. 2009. Web. Available at https://www.carmagazine.co.uk/car-reviews/bmw/bmw-320d-efficient-dynamics-2010-review/