External Factors

External Factors

Juan Rojas

PSY/322

10 June 2013

Stephanie Miclot

Perception is Everything

Everywhere you look we are always being told what to buy, what to wear and how to think. This is ultimately the goal of a marketing campaign. We have one of two choices: conform or stand out. There are many influences that come into every decision we make. Whether its deciding on which restaurant to have dinner at to what kind of vehicle and further more targeted into what type of vehicle whether it be the two wheel or four wheel variant.

The first vehicle that I was able to purchase on my own was a small economical vehicle. Given it still had to meet certain needs that I wanted. It had to be hip, which at the time it was a new brand that Toyota had just launched called the Scion Company. It was essentially a corolla but the corolla’s had a stigma towards them as not being a “cool” car. Scion had a huge campaign to target the 18-24 demographic with fun and new designs and colors that appealed to their targeted consumer. Scion’s mission statement is "To satisfy a trend setting youthful buyer through distinctive products and an innovative, consumer-driven process." When deciding on which vehicle I was going to purchase a couple of factors came into consideration. First and foremost being my social class, which ultimately meant my buying power. After that was established the social factors were greatly influenced seeing as how there was such a high demand of the vehicle that there was actually a wait-list on the vehicle. Not only did they have buyers out the door, they had to actually wait to receive the item. This is a perfect scenario for any company who wishes to make profit. Build an item that people want and have an order so large that people are willing to wait for it. Apple has seen this model year after year, which is why they are so successful. My reference group and family were also of great influence. Toyota is known for making great...