MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto MKT-FPX5416 Consumer Insights

MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto MKT-FPX5416 Consumer Insights

 

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INTRODUCTION

Rollin’ Autos is an emerging at-home car maintenance service. Currently, we operate a fleet of two work vehicles. Our business has rapidly outgrown our current workload capacity, necessitating the addition of more vehicles and employees to fully capitalize on our success.

OVERVIEW OF ROLLIN’ AUTOS

What sets Rollin’ Autos apart?
Rollin’ Autos is a car service company that provides on-site service directly at the customer’s location. The convenience of at-home car service is increasingly popular in today’s fast-paced world. Our employees arrive in a Rollin’ Autos truck, fully prepared to get to work!

ENGAGEMENT, LOYALTY, AND RETENTION

A primary objective for Rollin’ Autos has been to foster positive customer engagement through various strategies. This includes creating emotional bonds, which reflect a customer’s attachment to the company (Wisenblit, L.G.S.J. L., 2019), and transactional bonds, which focus on the overall experience and service mechanics (Wisenblit, L.G.S.J. L., 2019). Emotional bonds are developed through personal interactions during home visits, while transactional bonds are established through the convenience of having their vehicle serviced at home.

Given the ongoing need for vehicle maintenance throughout a car’s lifespan, there are numerous opportunities to enhance customer retention and loyalty. Acquiring new customers is often more costly than retaining existing ones, so we have designed Rollin’ Autos to appeal to repeat customers for various reasons (Wisenblit, L.G.S.J. L., 2019). Satisfied customers are more likely to refer new clients, and long-term customers frequently purchase additional high-margin products. Additionally, low customer turnover is associated with increased profitability.

MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto

EXTERNAL INFLUENCES

External factors that influence customer behavior include (Duggal, 2018):

  • Consumer culture
  • Social status
  • Family dynamics and marketing activities

To effectively engage and retain customers, it is essential to understand the influences that shape their decisions.

Why is it important to understand external factors?

A solid grasp of the psychological principles that guide consumer decision-making can be applied to Rollin’ Autos (Duggal, 2018). Understanding these influences enables us to communicate more effectively and strengthen customer-employee relationships (Duggal, 2018).

Factors influencing Rollin’ Autos customers include:

  • Repeat customers who prioritize regular maintenance to keep their vehicles in optimal condition
  • Customers with discretionary income who can afford to maintain their vehicles or purchase additional products
  • Families that require reliable vehicles for travel, work, and leisure
  • Households with multiple cars that would benefit from simultaneous at-home maintenance

INTERNAL INFLUENCES

Internal factors that affect customer behavior include (Duggal, 2018):

  • Consumer perceptions
  • Education
  • Personality

MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto

Next, we will explore the internal influences on consumers, which are often linked to individual psychological factors (Peighambari, Sattari, Kordestani, & Oghazi, 2016).

Why is understanding internal influences important?
One of the most significant internal influences is customer perception, which can shape how a customer views a brand (Quara, 2018). We can leverage the associations customers make about Rollin’ Autos and either adjust or enhance these perceptions.

Factors influencing Rollin’ Autos customers include:

  • Customers who value their time and see Rollin’ Autos as a time-saving solution due to the convenience of at-home service
  • Customers who feel uncomfortable waiting at a traditional auto body shop
  • Customers who appreciate having control over their environment during service

INTERNAL AND EXTERNAL FACTORS EXAMPLES

  • Convenience
  • Time savings
  • At-home service
  • Flexible scheduling
  • Perceived efficiency in vehicle care
  • Ease for multi-car families
  • Simplified routine appointments
  • Brand perceived as offering solutions for customers

MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto

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