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The behavior of the consumer largely guides the trend in the market. However, it needs to be appreciated that the behavior of the consumer will not only be determined by public and social factors. The social factors are numerous and insurmountable in numbers however, of particular interest within this paper is class exhibition and status.
Most consumers will always want their social class appreciated. In doing this their consumption behavior is exhibited. The affluent will always wish to drive very posh cars, the poor will opt for commuter transport yet the ultimate satisfaction would just be that; getting to the desired destination.
In the quest for consumers showing off or enjoying their status the lives of the masses are exposed to immense risks. Indeed if every person capable of using cars then the emissions into the atmosphere for carbons will be as many (Mason, K. 2005, p 12). While the entire use of cars would be treated as an opportunity, the ultimate implication will be that the emission into the atmosphere not only affects the poor but the very users of the fuel guzzlers. While the use of the fuel guzzlers will present a lucrative opportunity, the ultimate outcome would be that the environment is so polluted that it jeopardizes the entire populace.
The emission into the atmosphere does pose a risk to the populace. This is the challenge that comes with this social consumer behavior. Yet still, the wanton use of the cars would just cause much jam within most of the cities if every capable commuter chose to use their cars. In addition it need to be appreciated that the utter use of the cars, in the long run end up consuming much energy in form of fuel than if they commuted.
If all he users of cars in Brisbane today opted to use commuter transport, statistics do indicate that the fuel costs would be reduced by 27% while the efficiency of transport will go up by an astounding 19% (Romando, R. 2007, p 64). The overall implication is that the would be that some man hours of up to 120000 man hours would be saved per day from this venture. If the man-hour is converted into money at the rate of $7 per man hour this translates to 9.8millions per day. Ultimately this would be used to improve the lives of many residents of Australia.
The pollution caused by the emission of carbon into the atmosphere would be quite high if all those in Australia who are able to drive would just do that, the overall mitigation costs would just escalate. If conservation energy would inform the decision on whether or not to allow the use of cars without any restriction, then the decision by government will be to limit the number of vehicle using the roads as much as possible.
The overall social effect will be that the populace will be made to appear to be lower class. But then the greenhouse effect would have just been mitigated to some reasonable extent. It should be indeed admitted that the use of cars is not only convenient but also enhances privacy and comfort, but nonetheless the effect on the future of the next generation is utterly jeopardized.
Te cost of cars in the long run is relatively expensive. It is therefore worthwhile that the number of cars be reduced by whatever legal means to not only mitigate the greenhouse effect but also reduce the overall cost effect on the government (Kotler, P., & Lee, R.L. 2007, p 23). In addition, the evident gap between the poor and the rich would be reduced or rather in some way disguised. Well the whole aspect of the use of the cars should not just be disguised, if offers not only convenience but it also adds on the consumer assets.
In the government’s quest to reduce the emission and conserve the environment, the government increases the taxes on the importation of motor vehicles. The marketers on the other hand are trying to find ways of reducing the emission of the carbons in the atmosphere. In addition, the government is imposing a lot of parking taxes on those who come into town with their vehicles. This is meant to discourage the use of cars. Marketers on the other hand are using the exploring ways of reducing the release of carbons by the cars.
Theory/Model/Framework
Elaborate likelihood model
The attitude of the general public can actually influence their consumption behavior. The attitude may be influenced by a number of factors however the central factor is normally the aspect of persuasions. Persuasion is the primary source of the elaborate likelihood model of consumer behavior.
This model features two approaches that are either peripheral of central persuasion approaches. In the aspect of the use of the cars vis-à-vis the use of the commuter vehicles the consumer is allowed to make a decision after the consumer is made aware of the pros and the con of the use of the product. The impact of the persuasions ultimately amounts into the likelihood model.
Within the mandate and context of this approach the consumers are feed with sufficient information on the same and are allowed to make rational and informed decisions on their own (Kotler, P., & Lee, R.L. 2007). The key principle in this approach to consumer behavior is the involvement of the consumers in the process of decision making. Motivation is also a key component of the whole process; the marketer simply motivates the consumer and leaves the consumer to make the decision on his own.
In this context the consumers are offered the information on the effects of the car they are buying on the environment. However if the marketer takes the peripheral rule the marketer may not give the requisite information and may end up not guiding the consumer adequately. On the other hand if the consumer is to be motivated towards the use of the commuter vehicle rather than the personal cars.
III. Recommendations
The effects of the adverse use of the cars within he market if not checked may end up just wiping out humanity in the next 60 years. The approach to the 4ps of the promotional strategy will along way in alleviating the challenges that are coming with adverse use of the cars. The approach to the marketing strategies will take the under discussed form. If adopted this will go a long way in the checking the trend greenhouse effect.
Product Strategy
The cars produced will be made with the least emission of carbon with an inbuilt absorbent of carbon that is emitted (Elaborate likelihood model). To make the car even affordable and chosen relative to the other cars that have high levels of carbon emission, the model of cars will be priced highly.
In addition the overall outlook of the cars of this model will be made to appear more aesthetic than the other forms of cars. The inside will be modified to assume the state-of-the-art shape. Because the market (consumer) is readily persuaded by the overall appearance the consumers will be convinced to otherwise adopt this model other than the models that emits a lot of carbons. This strategy will go along way in reducing the carbon emissions into the atmosphere.
The commuter vehicles will also be developed in a modest and attractive manner as to attract the use of the vehicle by the public (Kotler, P., & Lee, N. 2007, p 23). This will encourage both the poor and the middle class cadre of consumers to opt for this mode of transport. The services offered by this commuter vehicle will also be reviewed such that they are not of effective but are also relatively reliable with sufficient efficacy.
The rates of the services will also be made moderate o ensure the desire to spend by the middle class is not denied while ensuring that equally the poor are not strained in their expenditures. This will promote the use of the commuter vehicle reduce the use of the cars and ultimately reduce the emissions of carbons. Besides, the overall expenditure on fuels will be reduced besides the reduction of the strains on the road.
Placement strategy
Within this strategy the consumer is provided with the services at the required place. The placement process is inclusive of warehousing, electronic downloads, shipment, middlemen and fulfillment (Durvasula, S, Andrews, J. C, Lysonski, S; Netemeyer, R G. p 631). Within this context however, placement or distribution entails the provision of the cars and the commuter vehicle services within the required time and at the required place.
To alleviate the problem of depletion of the ozone layer and the subsequent greenhouse increase in the greenhouse effect, fuel guzzlers will be made barely available. The vehicle with inbuilt carbon absorbent will be made available at all customer point. In addition the costs of warehousing of the fuel guzzlers will be extrapolated to ensure the overall supply of the guzzlers is low.
The supply of the guzzlers will be reduced to increase the prices of the guzzlers. Similarly, the taxes levied on the guzzlers will be increased; this will lead to an overall scare of the consumers from purchasing the guzzlers over time. Middlemen will be increased in the distribution chain for the guzzlers; the increase in the number of middlemen will make the chain tedious and scare of the consumers from the imminent use of the guzzlers.
The supply of the cars with the carbon absorbent will be made very efficient, with sufficient models to cadre for the diversity in the market (Lee, R.; Christensen, G L; DeRosia, E D p 600). To support the course further the cars with carbon absorbent will be given a warranty by the suppliers of six month and the one year after service. With all this trade baits, the consumers will be ultimately persuaded to refute the fuel guzzlers for the alternative cars.
Promotional strategy
The strategy adopted for the purpose of promotion of the commuter vehicle services and the subsequent discouragement of the use of the guzzlers and heavy carbon emitters will be robust and quite strategic. First, the promotional prospects will be done hand in hand with the importance of conservation of the environment (Patel S and schlijper A). The promotion on the guzzlers will be stopped, or where need be to clear the stocks, mild.
The marketers will largely carry out promotions of the efficacy of the commuter vehicles. This will show the consumers that the commuter’s vehicles are not but after all. The safety and the comfort of the commuters’ buses and vehicle will be emphasized dully, with spats of effects of pollution of the environment (Hoyer W D,, Macinnis D J 2007, p 123). Those who use the commuter vehicle more often will be rewarded through the introduction of a loyalty program to encourage the continued use of the commuter vehicles. Further still those with private vehicles who opt for the use of the commuter vehicle, will have an additional reward.
Advertisement of the guzzlers will be banned from the basic media channels to reduce the promotional effect of the guzzlers. Where the need will be inevitable, the airtime will be restricted.
Pricing Strategy
The pricing of the commuter vehicle will be subsidized to ensure the supply of the commuter services is dully reduced. In addition the taxes on the commuter services will be cut down to ensure that the pricing is as low to encourage many to use the commuter vehicles.
The pricing of the guzzler will be increased to ensure that their subsequent purchase is reduced. On the other hand the pricing of the carbon absorbent cars will be fairly priced to further discourage the use of the guzzlers. Effectiveness of the commuter vehicle will be enhanced through the increased supply of the commuter services.
Ultimately, once the commuter services are improved, affordable, effective and relatively reliable, there will be a shift from the use of private vehicles to the use of commuter vehicles. In earnest the overall effect will be the reduction in the emission of carbons and reduction in the depletion of the ozone layer.
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