Consumer Behavior Homework - Research Paper Example

Consumer Behavior Home work What people say Gender Age Relationship/Status Do they have/ ever owned the car What they say Consumer 1 male 25 single Yes I own the vehicle. It is good although I have to worry about the consumption of fuel. Its consumption is ambit high compared to other vehicles Consumer 2 male 28 married Yes I love the vehicle. I usually use it when I go out with my family. Being a businessperson, I travel a lot. I love the speed and comfort. Consumer 3 Female 24 married No I have heard people talking about it.

I think it is an excellent vehicle especially for racing. Consumer 4 male 25 single Yes The car is fantastic. Its speed, comfort and four-wheel drive features make it a better car at different environments. Though it consumes a lot of fuel, it is worth it. I am comfortable with the car. Consumer 5 Female 30 single Yes My husband owned it but sold it because of its fuel consuming rate Consumer 6 male 35 married No It has never crossed my mind. However, I heard stories that it produces a lot of noise to the surroundings.

Consumer 7 female 27 single yes Subaru especially, legacy is the best car for me. It is pretty looking at its headlamps and front part. I have no issues with the car. Consumer 8 male 26 single yes I am a mechanic; some models have problems in their engines. It does not last long before leakage starts. Consumer 9 female 35 married yes It is a good car for all environments. It maneuvers in poor roads. The leakage problem is common to all cars. Just a little maintenance and its okay Consumer 10 male 50 married No I have never had one, but I usually see them in rallies.

I believe they are light and fast. That is why they are a preference by racers. 2. Organize the respondents based upon similarities or differences and describe them based upon your conversation with them about the brand Positive perceptions What they say Negative perceptions What they say Consumer 2 I love the vehicle. I usually use it when I go out with my family. Being a businessperson, I travel a lot. I love the speed and comfort. Consumer 1 I own the vehicle. It is good although I have to worry about the consumption of fuel.

Its consumption is ambit high compared to other vehicles Consumer 3 I have heard people talking about it. I think it is an excellent vehicle especially for racing. Consumer 5 My husband owned it but sold it because of its fuel consuming rate Consumer 4 The car is fantastic. Its speed, comfort and four-wheel drive features make it a better car at different environments. Though it consumes a lot of fuel, it is worth it. I am comfortable with the car Consumer 6 It has never crossed my mind. However, I heard stories that it produces a lot of noise to the surroundings Consumer 7 Subaru especially, legacy is the best car for me.

It is pretty looking at its headlamps and front part. I have no issues with the car Consumer 8 I am a mechanic; some models have problems in their engines. It does not last long before leakage starts. Consumer 9 It is a good car for all environments. It maneuvers in poor roads. The leakage problem is common to all cars. Just a little maintenance and its okay Consumer 10 I have never had one, but I usually see them in rallies. I believe they are light and fast. That is why they are a preference by racers.

Group one represents consumers with positive perception and the second group with negative perception. 3. Based upon the consumer insights collected from steps 1 and 2, what two Subaru attributes do you think may be important for Subaru to focus upon in terms of communication positioning strategies to enhance the brand image? Subaru should focus on various attributes to improve their brand image. There are two attributes that it should focus on, the brand personality and brand extensions. Brand personality entails sets of human features that connect to brand.

There exists an impact of brand personality on evaluation of the product, via the human behavior and traits. Attributes in relation to products differentiate the brand personality traits. Brand personality involves, sincerity, excitement, competence and sophistication attributes. Consumers make inferences of brand by following their inherent theories. Subaru should focus on these attributes to improve its brand (Hoyer & Deborah 43). Brand extension is another suitable characteristic that the Subaru needs to look at.

Brand extension is a marketing criterion in which an organization marketing a famous product having a superb image utilizes the already existing brand name in another type of product. Through this phenomenon, Subaru can enable brand equity. Through the attribute, it is possible to improve communication positioning and enable product development. The attributes are important in changing the minds of consumers on their perception on the product. A positive perception depicts proper marketing hence the product preference (Hoyer & Deborah 49).

Works cited Hoyer, Wayne & Deborah, MacInnis. Consumer Behavior. Mason, OH: South-Western. 2008. Print.