ASSIGNMENT NO 1

Consumer behavior



Submitted by:
Muhammad AtiI 08108032
Aitzaz Ahsan Cheema 08108056
BBA (A)

Submitted to:

Sir, IrIan Mehmood

TOYOTA: DRIVING THE MAINSTREAM MARKET TO

PURCHASE HYBRID ELECTRIC VEHICLES

One oI the big challenges Ior the HEV category was the servicing oI the vehicles. Few
independent garages serviced HEVs; as however HEVs evolved into a mainstream product, more
Iacilities would be equipped to manage and service hybrid technology. This provided a potential
drawback to consumers who did not want to service the HEVs through the local dealership.
Toyota was preparing and training its service technicians at all dealerships to Iill the demand Ior
the hybrid-electric service needs. Toyota introducing the Prius brand through marketing
communication because Toyota dealerships that sold Prius were trained in servicing the Toyota
HEV models and the Toyota`s experience taught the company a valuable lesson about
understanding and anticipating consumer buying behavior Toyota Iocused on a diIIerent
marketing strategy the company exceeds environmental standards by introducing bridge
technologies like the Prius electrical gas hybrid through marketing communications. The
conducted survey by Autobytel potential consumers to measure attitudes about Iuel eIIicient cars
Ninety percent oI the audience said that they would consider buying the Iuel eIIicient cars also
impressive was that 75 percent oI respondents was positive Ior Toyota who was taking the lead
to create the Iuel eIIicient cars so the consumers attitudes was very Iriendly and in the Iavor oI
Iuel eIIicient cars.
Toyota and Prius manager promised that every Toyota car was covered by limited warranty
coverage and hybrid related components coverage this coverage included Prius hybrid related
components including the HV battery, battery control module, hybrid control module and
inventor with converted all service could be handled through the Toyota dealerships and the
decision is made by Toyota and the Prius marketing manager and the Prius was the Iirst hybrid
vehicle mass - produced in the world. And this case the Toyota have to Iace some marketing
challenges while introducing the new technology like the challenges Ior Toyota was to develop a
strategy to run the hybrid technology Irom a niche market product and the evolve it into
mainstream acceptance. Toyota planned to give customers what they wanted a vehicle that had
the environmental eIIiciency beneIits oI the car oI the Iuture and the Toyota`s challenge to move
up the bell curve so according to this condition the best Iitted option is customization in adding
the Ieature oI environmental eIIiciency because this is the main reason to introduce this new
technology and to tack a big challenge or a big risk by planning Ior the Iuture and completely
changing the vehicles and the technology they were providing so there should be some Ieatures
according to the customers perception or according to the customers need because everyone have
diIIerent choice oI demand so iI this technology is provided by this with the prime objective oI
environment protection this can be more and successIul.
hile analyzing this case the diIIerent parts oI the reading give a way to suggest in the situation
oI Toyota Iirst one is the obtaining customers inputs like manager should tack the inIormation
about the demand oI the customers what actually they want, diIIerent Ieatures in this new
technology and they can observe what customers need what they demand then company should
come up with some innovations according to that what customers want to achieve.
Next one is the very important Ieature while analyzing this case which is segmenting the market
means should clear what are their respondents to whom they are going to capture or going to
satisIying their needs it should be on the base oI what the customers are trying to achieve. In this
situation the segmentation should be according to the demographics, psychographic,
classiIications, in terms oI age, gender, price, social status etc.
hile making any decision manager should Claire about the opportunities which they can
achieve aIter getting desired outcomes these opportunities can be in terms oI Iurther
improvements in technology or sales growth. BeIore introducing this new technology manager
should know what competitive position they want to achieve Irom it.
hile introducing this new technology to IulIill the ultimate goal which is to protect the
environment Irom diIIerent gases which cause diIIerent diseases employees know where to Iocus
creativity and do not waste time to generate diIIerent ideas that do not add value up to that extent
which actually the customer want so these are the major aspects oI the readings which mainly
Iocus upon the customer`s needs.
Because iI you don`t know what your customers want, how you can give it to them