Consumer Behavior - Term Paper Example

The targeted consumers of the organization are the individuals aged from 20 years to 34 years, signifying the young generation group who are considered to be highly energetic and passionate regarding car models (Volkswagen, “Company Information”). The risk-taking ability, irrespective of their income level, can also be regarded as a fundamental criterion of the targeted consumers which in turn make them the potential buyers of the brand. Price The personality traits of the customers indicate them to be more inclined towards the quality and features of the car models rather than its price.

In a similar context, personality can be defined as the responsive character traits of an individual which include their behaviors, emotions, and psychology. Hence, it can be affirmed that according to the theory, the psychology traits possessed by an individual reveals his/her response toward the products and/or services served by the company (New Age Publishers, “Consumer Behaviour”). . urbanized areas, state that they are ready to pay a high price in return of better quality assurance and comfort which indicates that the individuals decipher positive feedbacks to the products and the services delivered by the brand (Pride, William and Ferrell 402).

Place-Based on the assumptions of consumer culture theory, the targeted place to market the newly launched product should be selected emphasizing on the individualist beliefs which would reward higher degree of decision-making liberty to the young people, i.e. the targeted consumers. According to the theory, consumer behaviors are largely influenced by the cultural beliefs perceived within a community (Sassatelli 9). Furthermore, the theory assumes that social doings and behaviors are tied up with developing a desire for the respective products and/or services which again implies the distinct character of consumers (Hovland & Wolburg 16).

It is in this context that in a few of the regions, it is often witnessed that the consumers behave in a consistent manner with great similarity with their peers’ choices.