Toyota is a Japanese automotive manufacturer and the world's largest automaker. It produces vehicles under 5 brands and has over 300,000 employees worldwide. Toyota segments its markets based on factors like income, lifestyle, and attitudes. It targets different customer groups with vehicles tailored to their needs, such as environmentally-conscious buyers with the Prius hybrid. Toyota promotes through showrooms, advertisements, and campaigns with slogans like "One bold choice leads to another." Consumers are attracted to Toyota for qualities like safety, reliability, and reasonable price.

1. CONSUMER BEHAVIOUR
ASSIGNMENT
Submitted by,
VYSHAKH.PN
PGDM1400130

2. INTRODUCTION
ToyotaMotorCorporation :
Toyota is a Japanese automotive manufacturer headquartered in Toyota, Aichi,
Japan. In March 2014 the multinational corporation consisted of 338,875 employees
world wide and, as of November 2014, is the twelfth-largest company in the world by
revenue. Toyota was the largest automobile manufacturer in 2012 (by production)
ahead of the Volkswagen Group and General Motors. In July of that year, the
company reported the production of its 200-millionth vehicle. Toyota is the world's
first automobile manufacturer to produce more than 10 million vehicles per year. It
did so in 2012 according to OICA, and in 2013 according to company data. As of
July 2014, Toyota was the largest listed company in Japan by market
capitalization and by revenue.
The company was founded by Kiichiro Toyota in 1937 as a spinoff from his
father's company Toyota Industries to create automobiles. Three years earlier, in
1934, while still a department of Toyota Industries, it created its first product,
the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor
Corporation produces vehicles under 5 brands, including the Toyota
brand, Hino, Lexus, Ranz, and Scion. It also holds a 51.2% stake in Daihatsu, a
16.66% stake in Fuji Heavy Industries, a 5.9% stake in Isuzu, and a 0.27% stake
in Tesla, as well as joint-ventures with two in China (GAC Toyota and Sichuan FAW
Toyota Motor), one in India (Toyota Kirloskar), one in the Czech Republic (TPCA),
along with several "nonautomotive" companies. TMC is part of the Toyota Group,
one of the largest conglomerates in the world.
OBJECTIVES OF TOYOTA
 To enhance customer satisfaction by providing high quality service and value
for money
 An aggressive customer satisfaction programme from showroom to parts and
workshop to foster customer relationship
 To maintain the market share of Toyota in Yemini market
 To service the nation and the upliftment of society
 Ethical approach towards customers and foster the need of the customers

3. STP
Segmentation
 It has segmented all the countries across the globe as its markets
 All of Toyotas vehicles speak to a different consumer segmentation
 Based on income, gender, life cycle stages,needs,desire etc.
 Vehicles are designed so as to attract on the basis of life style choices and specific
attitudes
 Toyota uses a psychographic and behavioural approach to segmenting the markets
Targeting
1. Toyota Prius customer targeting way:
 Targets on conscious customers who place an importance on the environement
 Targets individuals that wants to save as the gas pumps
 Targets individuals that care about safety, Quality, family etc.
2. Toyota Tundra customer targeting way:
 Targets on consumers interested in functionally and recreation
3. Toyota Lexus targeting way of customers:
 Targets a more sophiscated classy customers individuals interested in styles luxury
comfort status etc.
 Targets the middle aged consumer who care about family safety security prestige
4. Toyota Trucks customer targeting way:
 Truck lovers or professional who need trucks

4. Positioning
How Toyota positioned themselves as is, in quality and price wise Lamborghini comes first
the second Toyota third Hyundai
4P’s of marketing
PRICE
Toyota Cars
Car Model Ex-Showroom Price (New Delhi)
Toyota Etios Liva 5 - 7.21 lakhs
Check On-Road Price
Toyota Etios 6.03 - 8.46 lakhs
Check On-Road Price
Toyota Etios Cross 6.23 - 7.72 lakhs
Check On-Road Price
Toyota Innova
12.29 - 15.81 lakhs
Check On-Road Price
Toyota Corolla Altis
13.06 - 17.73 lakhs
Check On-Road Price
Toyota Fortuner
24.17 - 26.49 lakhs
Check On-Road Price

5. Toyota Camry
28.80 - 31.92 lakhs
Check On-Road Price
Toyota Prius 38.10 - 39.80 lakhs
Check On-Road Price
Toyota Land Cruiser Prado 88.81 lakhs
Check On-Road Price
Toyota Land Cruiser 1.19 crores
Check On-Road Price
PLACES where Toyota mainly aim to do sales are the following
Japan-25%
Oceania-3%
Asia-11%
Middle East-7%
Africa-4%
Europe-14%
Latin merica-4%
North America-32%
Products
 70 different models sold under the name of Toyota
 VANS: Sienna, Previa, Tarago, Estima
 TRUCKS: T100, Tacoma, Tundra Crew Max, Tubdra double cap, Tundra Regular Cap
 SEDANS: Avalon, Camry, Corolla, Echo, Pirus
 SUV’s: 4Runner, FJ Cruiser, Highlander, Highlander hybrid, Lamdcruiser, RAV4, Venza
 WAGONS: Prius plug-in, Prius V, Prius C

6. PROMOTION
 Toyota mainly do promotions in many different ways as follows
 Showroom
 Advertisement
 Free drive plan
 Special offer and exhibitions
 Toyota blog
 TV programmes
CAMPAIGNS
Latest campaign for Toyota Camry is One bold choice leads to another

7. Former campaigns are the following
Let’s go places
Feeling the street

8. Be safety leaders
CONSUMER BEHAVIOUR
 Many of the consumers are looking for a good looking car with safety and protection
 So everyone looks for their safety and luxury in a reasonable price
 Toyotas many cars are having sporty look. so it will attract children and teenagers. so
they are also influencing their family to buy the car
 Consumers always prefer for smooth long driving
 Every consumers looks for milage
CONCLUSION
In this we can understand that consumers are preferring for safety and smooth driving car.
They are getting a good service from the sellers . Consumers are happy with Toyota. The
campaigns and advertisements attract the customers a lot. It makes a great impact on
selling Toyota cars and trucks.