Assignment Example | Topics and Well Written Essays - 750 words - 57

Assignment Example Choosing the above vehicle was motivated by several psychological impacts that the vehicle portrays. As buying behaviors under consumer psychology illustrate, a stylish brand that offers performance and comfort has a powerful psychological appeal to the consumer (Kardes, Cronley and Thomas, 37). Such a powerful appeal portrayed the vehicle as the right brand that offers value for money, performance and status in the market. A unique brand has to have performance, style and fashion. Personally, one lesson that had been learned was that any brand of vehicle purchased has to offer the best possible mix of the three attributes at the best cost possible. The vehicle portrayed self-confidence, adaptability and authority, necessary attributes in defining the utility function and satisfaction level of a consumer (Kardes, Cronley and Thomas, 201). As a role model in the society, there is a need to stand out from the rest in choosing the vehicle to use. Some family members owned the vehicle model and recommended it as one of the best performers compared to its range of vehicles. In addition, considering my job, having a vehicle with a stylish structure compared to the rest wields significant social power; the vehicle fits perfectly in my social class. The vehicle fits perfectly in the class and cultural needs of the middle class customers. Marketers segment the market into small units and offer products according to the needs of such segmented market (Kardes, Cronley and Thomas, 37). As such, marketers have realized that, in middle class, people look for class and style while still considering the overall cost of the vehicle. As such, Lexus RX fits directly into the social class and the market needs in this segment due to its versatility. The buying habits have changed considerably with time. Over the time, most appealing product has been the leading brands in the