Consumer Behaviour Assignment on Mercedes-Benz


Mercedes, “only the best is good enough”. 3
The brand. 3
The consumer decision making process. 4
Need recognition. 4
Means-end theory. 5
Cultural influences. 6
Information search. 7
Alternative evaluation. 9
Multi-attribute attitude model. 10
Functional theory of attitudes of figure 9. 12
Price. 13
Purchase and post-purchase evaluation. 14
Conclusion. 15
Bibliography. 16
Books. 16
Journals. 16
Accessed websites. 17

Mercedes, “only the best is good enough”.

For this assignment I chose the fascinating brand Mercedes. It survived 2 world-wars, several crises and over 80 other car manufacturers, and to this day remains one of the leading brands worldwide (Legate, 2006).
The brand.

According to Mr. Joachim Schmidt, head of sales and marketing at Mercedes, the three core brand values for Mercedes are responsibility, perfection and fascination.
This new brand aspiration was presented at the Paris auto-show in September 2010.
Figure 1 Brand values of Mercedes (Schmidt, 2010)
In my mind, Mercedes has always been a brand that is associated with luxury, wealth, money and status. Many factors have contributed to these associations, such as experience, social learning and marketing.
In this assignment I will try to explain how consumers come to their decisions and how this process is influenced by psychological, environmental and marketer-controlled factors.

The consumer decision making process.

For most people buying a car will be a high involvement purchase process because there is a high perceived risk involved in buying a car. Therefore, Mercedes has to minimize this perceived risk by informing the consumer in every step of their consumer decision process.
Need recognition.

The first step in the consumer decision process, or CDP, is need recognition. Mercedes tries to influence this process by pointing out the psychological, social and functional benefits of buying a car. (Wells, 1996)
In this ad, for the S-class,...