1. Assignment Question
This work based assignment builds on the work undertaken as part of the
Retail Marketing Strategy Module.
The assignment looked at customer engagement and the changing nature of
the marketing mix.
That assignment looked at the world from what we as retailers/dealers ‘do’
to customers.
This assignment addresses the issue from the perspective of buyer behavior.
2. Assignment Task
Your task is to identify, review, and analyze the current key influences on
buyer behavior in your particular market context, and to make
recommendations for interventions appropriate to your business.
You should use relevant literature to inform your analysis of information
gathered using an appropriate research method or methods.
The material in the assignment looks at some of the models that may be
worth exploring.
| 3. Assessment Criteria Knowledge and Understanding Evidence that a wide range of relevant high quality literature has been accessed Key concepts are presented to demonstrate understanding of the key issues |
| Analysis and Evaluation Evidence of critical analysis Critical evaluation of the strengths and weaknesses of cited research/literature Credible conclusions are made |
| Application to Practice Credible links between theory and practice are demonstrated Evidence is evaluated and applied to practice |
| Communication The assessment guidelines have been interpreted and followed Coherent and logical structure Correctly and consistently formatted references and citations, i.e. Harvard style The word limit is not exceeded |
Solution:
1.0 Introduction
Currently, the retailing sector has increasingly improved with the purchasing powers of clients equally increasing. As noted by Adam Sarner (2007), retailing is the final destination that exists in the distribution process and ranked as the most sensitive segment of the supply chain in global markets. The contemporary automotive industry is identified as the most lucrative among all the other world markets. The rationale of this is the swift increase in the disposable income in the rural and urban sectors and easy finance readily available among the financial institutes, passage car sales growing in a steady state over the years. Additionally, there has been an increase in competition with multiple predominant players joining the market such as Porsche, Bentley, Audi, and BMW. All these players are increasingly joining global and UAE market edging the dominant players such as Toyota and Nissan. In addition, the demand for passengers and private cars has consistently changed over the years with consumer needs changing. For instance, in 2013, the UAE market was significantly segmented into 80% for passage cars and 20% of other vehicles. This is with the Japanese manufacturers dominating the UAE automotive market with a significant market share and Toyota maintaining their dominance in the market. In this case, to survive in these dynamics, it is incumbent upon the organization to generate stringent strategies for accommodating customers changing behaviours. One of the strategies should be monitoring their consumer purchasing behaviors and retail experiences (Gomes, 2008). Hence, this paper will focus on identification, reviewing and analyzing the current key influences on buyer behaviors in global and UAE automotive market. Also, recommendations on the most appropriate to the business will equally be provided. this report will argue that through the use of brand personality and digital measures, it will be possible to identify the level of customer satisfaction and determination of the customer perceptions. This will be of immense importance to new market entrants in UAE to source out for the possible gaps existing between the client expectations and the current market offerings.
2.0 Literature Review
The issue of consumer purchasing behavior and retail experiences has been of immense vitality in the area of marketing consistently evolving over the years. As Janssen and Jager (2003) noted, it is vital for organizations to understand on both aspects as it guides them in understanding the trends of their client purchasing and informing them on the best practice in venturing the market. To affirm this analogy, Jaseph et al. (2007) noted that an enhanced understanding of the client perceptions of service and quality of product determines the ultimate success in their different markets of venture. Additionally, the existence of the better understanding of the client perceptions, entities succeeds in identifying the appropriate actions needed for meeting the client’s needs. This is different from Marco et al. (2003) analysis which noted that customer satisfaction measurement assists entities in promoting an increased focus on the client outcomes and stimulating improvement practices in their work engagements and processes employed by individual companies. Nevertheless, it is not clear on the extent in which the consumer purchasing behaviors and retail experience can be appropriately be employed in problem recognition, information search, evaluation and selection, decision implementation and lastly post-purchase evaluation. To understand this concept, this literature will enumerate…………………………………………………………………………………………………………………………………….Please contact our team to receive guidance, support and tutorial services on this assessment in full based on your area of experience, organisation background and level of expectations
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