Consumer Behavior Audit – The Decision Process in Purchasing an Electric Vehicle

Consumer Behavior (CB) Audit

This CB audit provides students with a guide to developing marketing strategy through the consumer behavior lens. This audit may provide marketing managers with good insights into a successful strategy. It focuses on key decisions that marketing managers much make.
Students may choose any consumer product you are interested in. This choice must be, however, must be a limited decision or extended decision-making product for you.

**(I have chosen to do my Consumer Behavior Audit on the purchase of an Electric Vehicle. This is a purchase I have contemplated about for a long time due to factors such as safety features, quality, price, environmental concerns, and costs of ownership.
Because of all of the factors listed above, and the associated costs with making such a large purchase, it will definitely take a lot of thought and consideration before a final decision is made. Therefore, I will be implementing the extended decision making process.)**

This paper should be approximately 10 double-spaced pages not including cover page and references. A complete paper should have five to ten scholarly references. The paper should be created as though the brand manager of the product chosen to complete the CB Audit has hired you. Note that given the outline below, each section (excluding intro and summary) should be around one page. This will depend on the product and strategies. Some may be longer than one page and others may be shorter. Please use the following outline:

1. Introduction – Introduce the product or service you are auditing (Electric Vehicles). State the purpose of the paper. Preview what the paper covers. (Should be one paragraph only and very high level).

2. Market Segmentation – Identify all market segments, considering external, internal, situational, and decision process influences

3. Product Position – How is the product positioned in consumers’ minds, considering internal and decision process influences

4. Pricing Strategy– What is the pricing strategy? What external, internal, situational, and decision-process factors influence this strategy and why?

5. Distribution Strategy – What is the distribution strategy? What external, internal, situational, and decision-process factors influence this strategy and why?

6. Promotion Strategy – What is the promotion strategy and what tactics are used to implement the strategy? Tactics would include things like social media strategy, sales strategy, publicity, etc. What external, internal, situational, and decision-process factors influence this strategy and why?

7. Product Strategy – What are the product characteristics and how do they help the product with its positioning? What external, internal, situational, and decision-process factors influence this strategy and why?

8. Customer Satisfaction and Commitment – What factors lead to satisfaction with this product? What factors could cause customer commitment to the brand?

9. Recommendation – Choose one strategy element, and suggest an impactful recommendation for this strategy element. Include influences that caused you to choose this strategy.

10. Summary – Provide a one-paragraph summary of the paper.