SUMMARY:
In this report we will focus on the customers journey from their just interaction with the business
till the end of purchase. Many consumer buying behaviors will also be discussed. The factor
which will influence the consumer decision making will also be stated in this research. Further
the factors which influence the customers experience will also be finded and evaluated. This will
help to find out the appropriate standards which would help us evaluate the standards and the
measurements which will help the company to improve the customer experience. The research
on the business which we will do is Toyota.
Introduction to Toyota
Toyota Motor Corporation is one of the largest automobile brands in the world. It became the
largest automobile brand and manufacturer in the world for the first time in 2008. Toyota was
founded in Japan in 1933. In the 1960 and 70'S the Toyota company expanded rapidly and
started to export cars to foreign countries. It is worldwide known as one of the most reliable
automobile companies (Encyclopædia, 2023). Toyota motors reported 37 trillion-yen revenue in
the fiscal year 2024. The net income of the company is around 17.2 billion dollars in 2024.
About 91 percent of the company's sales is recorded from automobile sales. Toyota Motors is
currently present all around the world with major markets in North America, Japan, Europe, and
Asia (MCFARLANE, 2023).Toyota is also one of the largest automobile company in Pakistan.
A research shows that out of 10 people 7 people are using Toyota products in Pakistan. Toyota
has almost 380,746 worldwide working in their workplaces.
Fig 1.1 Shows Toyota’s Logo
CONSUMER BUYING BEHAVIOR
Consumer buying behavior can be described as the actions, or the process which is followed by
the consumers in a marketplace before buying a product or a service. These actions are also a
result of the attitudes, consumer preferences, their intentions and their decisions. It also
encompasses the metal, behavioral response and the emotional acts of the consumer (mbaskool,
2023).
TYPES OF CONSUMER BUYING BEHAVIOR IN TOYOTA
There are for types of consumer behavior which are normally found in consumers. Follow are those:
FIG 1.2 SHOWS THE CONSUMER BUYING BEHAVIOUR
Complex buying behavior:
The complex buying behavior is encountered when the consumers are buying and expensive
product. The consumers are highly involved in the purchase decision. They will thoroughly
research before buying the product. The consumer perceives significant differences among the
brands. When a consumer is buying a new car at Toyota he will be engaged in extensive
research, comparison of features among other brands and consideration of the long-term benefits
of the products. Toyota caters to provide detailed information by offering test drivers and
highlighting the reliability and innovation in their vehicles (hayes, 2023).
Dissonance buying behavior:
This type of behavior occurs when consumers are highly involved but see some difference
among the other brands. The consumer might choose Toyota because of their brand reputation
and reliability even the other brands offer same features. Toyota also highlights the customer
satisfaction and provides complete excellence in aster sale service (hayes, 2023).
Habitual buying behavior:
This involves the low consumer involvement and few other differences in the other brands. The
consumer might repeatedly buy Toyota because of there habit or they trust the brand. Toyota also
insures the loyalty through their quality and reliability (hayes, 2023).
Variety seeking buying behavior
Here the consumers have very low involvement but they perceive to some differences among the
brands. The consumers might shift to Toyota for a significant change or they want to try some
new features. Toyota also insures to attract these customers regular by updating their product
model and introducing new technology in their products (hayes, 2023).
INFLUENCE OF CONSUMER BUYING BEHAVIOR IN Toyota
The influence on the customer buying behavior are those factors which can affect the customers
to make decisions about what they want to buy. The impact of these are following:
Cultural influence:
Toyota has been successful in the global markets especially they have influenced their ability to
understand the various cultural contexts. Toyota develops their cars to suit the unique
requirements and desires of various markets. This covers changes to the features, designs, and
even the kinds of cars that are available. Toyota emphasizes the importance of the language and
localization in its operations in accordance to every region (Toyota , 2024).
Psychological influence
Phycological factors play a very important role in influencing the Toyota’s consumers
purchasing decisions. Strong brand image, reliability and quality of Toyota greatly impacts the
consumers trust and their preferences. The past experiences enhance the consumers purchase
intentions. The marketing Toyota does often resonate the emotions and the values which portrays
the real-life scenarios of the consumers which makes brand memorable and cherished (hales,
2024).
Personal influence:
The needs and the preferences of each age group various. The young age buyers of Toyota
prioritize sporty designs and advanced technology where as the older customers demands
comfort, reliability and hybrid engines. The financial situation of the customers also impacts the
choice while with high income consumers may prefer luxury and advanced technology cars
where as low budget consumers may prefer economical budget cars (Rozy, 2023).
CHARACTERISITICS OF Toyota Customers
Consumer attributes are the key piece of information which help the business to understand their
customer better and tailor their products or their services according to it. This may include the
age, gender location the purchase history the attributes which covered interet and the lifestyle
choices.
The below table shows the Toyota consumers attributes
Cultural Characteristics Toyota develops there cars according
to the preferences of culture and
region.
Getting feedback and adaptation from
region wise which helps the company
to know the demands of the
consumers.
Toyota products are seen as most
reliable and economical budget brand
in many cultures.
(hales, 2023)
Psychological Characteristics Many consumers chooses Toyota over
brand loyalty and their personal
preferences.
Many consumers appreciate the
brands commitment to efficiency and
innovation
(Toyota , 2023)
Social Characteristics Having Toyota product is considered
as the most reliable car in the society.
The luxury cars of Toyota like Lexus,
Crown and Camry is considered a
status symbol among people
(stokes, 2024)
Demographic Characteristics Toyota markets these products
according to the price bracket of
every product.
Mostly the consumers of Toyota are
aged from 18 to 65.
(Toyota , 2023)
CONSUMER INFLUENCE ON BUSINESS
The customers have a great influence on the business or some time even complete industry. They
just not affect the profits or success of the business but their behaviors may dictate aspects of the
activity and the whole industry (saleem, 2023).
CONSUMER INFLUENCE ON TOYOTA
Consumers have a very significant impact on Toyota operations and the strategies. The consumer
insights team make sure they gather the feedback on various aspects of their vehicles from the
design till the functionality of the cars. The marketing is heavily influenced by the consumer
behavior and their preferences. Providing customer service at the dealerships of Toyota is the
first priority of the company (Pereira, 2023).
