Project on Consumer Behavior

Submitted to:
Prof. Vini Kirtani Kukreja Lecturer - Marketing IILM Institute for Higher Education-110003

Submitted by:
Gaurav Singh PG 2011 1043

Buying Situational Analysis on Volkswagen Motors Pvt. Ltd.

I am hereby sharing my buying experience with Volkswagen Motors Pvt. Ltd. Recently I have purchased a new car from the Volkswagen Dealership strategically located in south Delhi. Before arriving at the final purchase of my new car , I came across with the doubtful gestures regarding the best car in the hatchback segment. As, I was aware of the top 6 hatch cars in the premium hatchback segment but I was not aware with the engine specifications, features and the fuel efficient delivery for a very longer period of time. I am now applying the gestalt principles of perception with my buying experience with the dealership and the intertwined associated service constraints within the dealership i.e.(Sales Consultants, Service Staff, type of segments and the car models and variants under their patronage accordingly. When I have first entered into the Dealership , I was constantly staring at the show cars on the floor because I couldn't find the difference in between two different cars i.e. Polo and Vento. If we go by the exterior appearance from the upfront to the half centre pillar, both cars looks as similar which makes a sedan and a hatchback as a lookalike for one another.

The example above appears as a single unit because the makes have similarity to some greater extent.

When I l have looked at the Engine grill and I was impressed by the curve lines for the air cutting in order to add more onto the efficient mileage and suddenly my eyes got freeze when I have seen a metallic variant logo on the engine vent . It adds more sporty looks on my car. Continuation occurs in the example above, because my eye has naturally followed a line or a curve on the engine grill . In other words one can say the smooth flowing crossbar of the engine grill and suddenly it leads my eye directly to the metallic variant logo. When I was done with the self In & out car check , I have moved towards the sales department room where there were almost 10-15 employees sitting there and I have perceived all of them as sales consultant because they were not carrying any Employee Id Card with them and I couldn't seem to recognize them as different due to the similar dress codes and I have asked one of the finance professional for the car presentation and suddenly I saw him shocked when asked for the presentation. The above example supports the Principle of Perception i.e. Proximity that occurs when elements are placed close together and usually they tend to be perceived as a group.

Attitude Formation: Tri-Component Model

Cognitive Component: I have done extensive research on the hatchback segment because all I wanted to experience the German engineering at affordable cost and most of my friends have suggested me to go for a Volkswagen Polo as it is fueled with a latest Engine technology i.e. TDI and the engine box is power packed which delivers maximum power output among other cars in the hatchback segment. So I have decided to arrive at a final Purchase of my Grand Polo Trend-line Variant. Affective Component: As the brand name is Volkswagen who is a father of a German Engineering with majority of widely accepted brands(Skoda, Ducati , Bentley, Audi, Porsche, Buggati etc. ) forms a complete Volkswagen Group. So I have considered Volkswagen as one of the best pick for me. Conative Component: As I am an automotive enthusiast who is specifically passionate for the German Brands because German Brands stands for the Innovation and creativity and German car makers are the only ones who have marked their significant presence over the global automotive sector covering almost half of the worldwide Automobile market. The German car makers have motivated me so much and I have started updating articles on the Automotive sector via Facebook & Tumblr for the In-depth Insights on the Global Automotive Sector.