Consumer Behaviuor

Consumer Behaviour

Course work

Strategy for a line of windscreen wipers for a segment of low-involvement consumers

* Turinys

1. Windscreen Wipers Market Research 3

2. Windscreen Wipers Low Involvement Consumer Characteristics 5

3. New Line of Windscreen Wipers 7

4. Windscreen Wipers Low Involvement Consumers Target Segment 8

4.1. Demographics 8

4.2. Psychographics 9

4.3. Stimuli Selection for Low Involvement Market 10

5. Advertising Strategy for a Line of Windscreen Wipers for a Segment of Low-Involvement Consumers 11

5.1. Problem Recognition 11

5.2. Information Search 12

5.3. Evaluation of Alternatives 12

5.4. Product Choice 13

5.5. Outcomes 14

References 15

Windscreen Wipers Market Research

A windscreen wiper is special device for rain, dust, mood or even insects’ removal for moving or standing machine, such as automobile, train, boat. It is legally required to have this device attached on the majority of the moving machines, such as automobiles. The device brings convenience, safety, hygiene to the machine and in today’s world of long distances made short through various types of transport is inevitable.

In 1903 nobody could imagine that the car can drive without disturbance during rain. Mary Anderson, an American woman driving to New York noticed that rain is causing inconvenience for everybody and decided to think about something revolutionary that would help people to cope with the problem. In 1904 she patented her new creation, which was the predecessor of current windscreen wipers. Only after 10 years after it was patented, the invention became popular and was used in serial car and later in other type of transport vehicles production. (http://web.mit.edu)

Today windscreen wipers are made mainly from natural rubber. They are divided into bracketed wipers and bracketless wipers. Not going further into technical details, bracketless wipers are more convenient, break less and therefore are more liked by people. According to China...