Consumer markets

Chapter 4: Consumer markets and buying behavior

Our project is focused on the urban population, because preferably, people must have a car to buy our product.

It applies for all the life-cyclestages, because nobody wants to lose the things they obtain with all the hard work and big effort.
Bachelor stage: they are young and maybe don’t have de necessary income to replace the lost of thecar.
Young married: they also young and they have to worry about other expenses, if they loose the car, maybe they cannot replace the car too.
Full nest: they also have more expenses, so is a goodidea to protect their stuffs against thieves.
Single parents: if they low of the car just for a few minutes, and they leave their children in the car, and then a stranger gets into the car, he couldn’tstart the car.
Divorced and alone: they maybe go out frequently, and the places were they go are not completely safe.
Middle-aged married: maybe they don’t have too many things to do, so they safemoney, so they can invest on protection
Full nest II: maybe they give their guys a car, and they give it to them, with a little extra protection.
Empty nest: If they buy the device, they will feel alittle bit safe.
Older single: also the can a little bit safe with the device.

The income should be the necessary to buy a good model car, (aprox.$20000), for worthwhile to buy the securitydevice.

The consumer buying-decision process

1 Need recognition: because the insecurity, people need or want to protect their cars.

Identification of alternatives: If they are not completely agreewith the decision of buy this device product, they will be looking for other ways, maybe the cheaper way or the one they consider the best

Evaluation of alternatives: The pros; is an easy and wehope they price will be low; so many people could have access to the “security mobile”. And the cons, maybe they will prefer to buy car insurance, or simply a car alarm.

Decisions: after the...