Group Assignment Cover Page

Semester 1
G

Student Name:

Lachuman Acharya

Student ID:

30309027

Lecturers Name:

Devlin Tay

Unit Code:

BUMKT 5902

Unit Name:

Marketing Management

Assignment Title:

Consumer Behaviour Insights

Due Date and Time:

24th April 2015, 11:30 P.M.

Submission Date:

24th April 2015

Word Length:

2,507 words

Table of Content

2015

Executive Summary -Kshiteej

Lachuman Acharya 30309027 Marketing Management

1 Introduction (Lachuman)

2 Description of Target Consumer (third person) - Lachuman

I am Mr. Lachuman Acharya, 33 years old happily married and has two years
beautiful daughter. I am born in humble family in a beautiful country-Bhutan, a
country that is in pursuit of Gross National Happiness as its ultimate goal for
development. Being in middle class family with average income of thousand
dollars a month, it is not an easy task to meet all the demands of my family and
live them confortable life. I worked in one of the government department while my
spouse is a full time employment in one of the supermarket in Thimphu (capital
city of Bhutan). To me brand is not very much important for low involvement
products. However, for high value products (High Involvement Product), like cars,
Television, brand is important factor for making the buying decision. For example,
I believe in Toyota brand for my family car because it is durable, affordable, and
safe and I love driving. For me it is true that Kotler, et. al. (2007) said that brand
personality is specific mix of human traits that are attributed to a particular brand
The regular shopping time for grocery items is during weekends and evenings
from one of the usual supermarket or near to the place where the car is parked.
Most often we visit the retail stores rather than buying online.
According to the Roy Morgan Value Segments, the conventional family life is the
one, which exactly fits on my life style. I want to be financially secured always. I
am happy to spend my life with permanent and secured job, a confortable living
house, a good car to drive, social gathering and family events and giving better
care for children and family. The money is also one of the important parts of life
to have confortable conventional family life. Generally, the buying behavior of
consumer differs according to different geographical units like region or country
specific, demographic variables like age, gender and income, psychographic
variables like interest, self image and value, and behavioral variables like product
benefits, brand loyalty and price consciousness.
Lachuman Acharya 30309027 Marketing Management

3 Consumer Value and Value Proposition Lachuman

-needs and wants of consumer

- company offering ( similarities between needs and wants of consumer)

4 Goals and Objectives Marketing Strategy - Varun

5 Marketing Mix Strategies Varun & Kshteej

Theory 4Ps related to our products

5 Justification for Switching Preferences Varun & Kshteej

Compare 2 products focusing positive aspects of HONDA over Toyota with
examples

6 Key Insights Learned - Kshteej

7 Conclusion - Varun

Lachuman Acharya 30309027 Marketing Management

References

Lachuman Acharya 30309027 Marketing Management

Appendix I
Description nominated project (Toyota Yaris Ascent)
For a high involvement product such as car, good brand is very important for me.
The key features of a car bought last month is as follows:

2015 Toyota Yaris Ascent 5 door

Price: AUD 15,990.00
Auto gear
Non Metallic Paint
1.3L VVT-I Engine
Cruise Control
Reverse Camera
7 SRS Airbags
Emergency Brake Signal
6.1 inch Touch Screen Audio with Bluetooth and Music Connectivity
15 inch Steel Wheels

The main purpose of buying a car is to drop my child in childcare centre and my
wife at work. In order to make a decision by a middle class family with low family
annual income, it was really difficult for me to decide on which car is suitable for
my family and can be affordable. The factors that influence my decision-making
are price of vehicle, reliability, safety ratings, comfort driving, fuel efficiency,
family members and friends.

Lachuman Acharya 30309027 Marketing Management