Toyota

Toyota Consumer Behavior Repor

1. Brand Personality

Toyota, the Japanese carmaker company was formed in 1939 and surpassed General Motors as the biggest carmakers in the first quarter of 2007. The great success of Toyota is due to its marketing strategy has attracted car owner driving experience and quality; therefore, customers would prefer purchasing Toyota because customers would believe Toyota as a reputable and cost-saving vehicles manufacturer. The Logo of Toyota is compound of the form “T”, which stands for Toyota, and the two overlapping curve inside an oval represent the relationship and trust between customers and company; moreover, the larger oval that surrounds the letter and two curves means Toyota expect its brand becomes a global expansive company in the future. In addition, the logo of Toyota has been changed since it first launched product and the original loge is the Japanese letter of “Toyoda”. Thereby, when customer look at the old loge, their impression would be ”speedy”; in contrast, the new logo of Toyota is more precisely to represent the core value of Toyota.(1) However, the main reason that Toyota could expand to an international brand was that the management has applied various tactics to comply with different cultures in geographic areas. For example, when Toyota first tempted to access

US market, it suffered an unexpected failure because American customers did not the like the design of small model of car which was popular in the Japanese market; therefore, Toyota devoted to a deeper marketing research for the US market; on the other hand, developing a bigger car to fit American customers favor; moreover, Toyota spent more than 20 million dollars within the marketing

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research department and new product department in order to get the first response as well as find out what the customer needed in different markets.(2) Furthermore, Toyota did not only focus on the low price RV market, also ran another brand “Lexus” in...