The paper “ Volkswagen - Brand Traits, Collaboration between Zingy and Volkswagen Overview of Consumer Behaviour Theory” is a fascinating example of a case study on marketing. Every organization is concerned with creating a strong brand for its product. A company's brand helps it to enter a certain market without any problems because people already know the brand. To create a successful brand, organisations need to study their market and develop strategies on how to enter the market. It becomes a necessity for the company to understand consumer behaviour theory to understand their buying processes and develop ways of influencing them to buy the company products. Consumer behaviour theory refers to the process through which people decide what, where, when, how, from where, and whether to buy a particular product.
The theory explains the process through which consumers goes through when making the decision as to whether to buy or not. In addition, the theory explains what influences' an individual to buy a product and their attitudes towards the products. Consumer behaviour theory helps companies to understand the buying habits of customers so that they can be able to know how best to influence them to buy their products.
Moreover, the theory helps companies know how to segregate different customers, how to advertise their products and how to distribute the products. Consumer theoryConsumer behaviour theory explains the process that buyers go through when deciding what, when, where and how to buy a particular product. Consumers go through a decision-making process before deciding to buy a product. In the process, so many factors influence the decision the customer is going to make. The company is obligated to understand the customers and what influences their buying decisions.
The organization, therefore, should categorize its customers in a way that will enable them to attend to their particular needs. Volkswagen uses demographic segregation to categorize its customers. It divides the customers into males and females, the young and the old, recent graduates, and depending on their annual income. After the segregation, Volkswagen uses extensive advertising to market the Passat across the demographic groups. The company uses different adverts for different groups of customers. This way, the company is able to reach each category of customers through adverts that suit them. In this section, we analyse Volkswagen, a leading automobile manufacturing company in the world and how the company applies the consumer behaviour theory to influence customers to buy its cars. 2.1 company historyVolkswagen was started in 1937 in Germany for production of vehicles, but during the first and the second world wars, it was converted to produce armaments.
After the war, the company started mass production of vehicles, specifically the Volkswagen beetle. In 1950, the company introduced another model, the VW Bully.
In 1973, the company introduced the first Passat model. From this period to date, the company has continued to introduce new models of cars while upgrading the existing one.