Consumer Attitude Moulding for Korean car Imports in Australian Market Essay

Consumer Attitude Moulding for Korean car Imports in Australian Market - Essay Example ative characteristics, here the attitude hierarchy would be cognitive then affect, how the consumer feels or first chose emotional then rational, you will not act on it before you go through a cognitive and emotional process (Foxall, 2002). You will make sure that you look at as many features as possible and go through intense emotional processes, instead of depending on your mood while looking at a car. For example if you have a family you will consider a mini-van over a convertible because of the added benefits and features, you will then see if you will enjoy the car, how will your family like it is it giving you the satisfaction you want, and then you will finally decide on the connotation, whether you want to buy it or not. This goes for all products that require high involvement of the consumer. (Windham & Orton, 2000) As a strategic Marketing manager for a new line of South Korean cars in Australia I have to consider many things about the product. As a Strategic Marketing Manager I should have in-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy, I should be able to develop Frameworks for analyzing customer preferences and enhancing customer relationships and should be able to Build and manage brand equity with effective market communication. (Chernev, 2007) (Stanford, 2008) Hyundai and its auxiliary Kia are currently the 7th largest car group in the world, just after companies like GM, Ford, Toyota, Renault-Nissan, Volkswagen and DaimlerChrysler. It is also one of the fastest rising companies and a formidable rival to Western car makers. With the benefits such as low labour and parts cost in Korea and the government’s policies that favour the car industry, Hyundai and Kia are able to price their cars much cheaper and at an affordable cost than Western and Japanese cars. At the same time, the company has been able to improve its engineering and quality standard swiftly in recent years,