Consumer Behaviour. This particular assignment aims to identify how consumer behaviour models could be used for Omega company to effectively understand its target consumers.

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Consumer Behaviour


  1. Introduction

The post world war era has revolutionized the way consumers are been perceived by all most all organizations, so much so they are now universally treated as the King and by certain organization cultures as God such as Japan in particular. During the Fordizem era, Ford maintained the fact that production is the only factor that generates the profit for the organization, thus any customer who wanted a Ford car had to settle with a Black Ford car (Porter,1996). Nevertheless post Fordizm saw the emergent of Japanese automobile industry who was able to identify and anticipate customer needs, and manufactured cars that were more inline with the customers needs. Since then brands such as Toyota, Honda and Nissan has dominated the world automobile industry outsmarting all great automobile companies includes Ford. This was simply because they were able to recognize that customer is the key for success. Incidentally this led to the emergent of “Marketing Orientation” and led many business academics to focus on developing marketing concepts. This led to define marketing as a process that “Identifies anticipates customer needs and wants and satisfy them profitably” (Huff, 1990). Hence it was recognized that “customers” should be the central focus for any organization and marketing concepts such as segmentation, targeting and positioning became the heart of the organization. Marketing recognized the importance of marketing planning process and in the heart of the planning process laid the importance of understanding the consumer behaviour which affects the entire strategy of the marketing process. Hence marketing academics such Dr Philip Kotler and many others gave increase emphasis towards consumer buyer behaviour.  

Consumer buying behaviour identifies and studies the psychology of consumer buying pattern and behaviour of when, why, how, and where people do or do not buy product (Davidson, 1987).  Hence, when studying on consumer buyer behaviour it looks at the theoretical elements such as psychology, sociology and economics. An increase emphasis is given on consumer decision making process and that has led to develop and study many consumer decision making models. Consumer decision making models such as “Black Box model” the“ six steps” consumer behaviour model which all gave insights to factors that would affect the consumer decision making (Kotler, 1994).

This particular assignment aims to identify how consumer behaviour models could be used for Omega company to effectively understand its target consumers.  To this effect the objective of the assignment is twofold. Firstly to identify the external factors that affect the consumer buyer behaviour and to what extent do that have an impact towards Omega brand. Secondly the assignment intends to examine the most appropriate positioning strategies and finally to recommend the most appropriate positioning strategy for .Omega brand.


  1. The brand - OMEGA wrist watches

Omega is a Swiss luxury watchmaker from Switzerland. It is one of the most recognized watch makers that represents prestige in the minds of the majority of the consumers. It represents many sports and worn by many celebrities who are also brand ambassadors of Omega. Omega incidentally was the choice of NASA when astronauts landed the moon in 1969.  As with regard to the events Omega had the honour of being the official Time Keepers for world events such as 2010 Vancouver Winter Olympics. Omega was also associated with legendry James Bond movie where the secret British Agent has been wearing the brand since 1995 movie. With regard to the notable wearers of Omega are late president John F. Kennedy, Prince William, Hollywood actor George Clooney, Nicole Kidman and Cindy Crawford. As with regard to the awareness created by the Omega, the company estimates seven out of ten people have heard about the Omega brand ().


  1. External Factors affecting the consumer behaviour

This section of the assignment intends to discuss on the external factors which affects the business of Omega and further more it intends to discuss to what extent it would have an impact on Omega business operation. To this effect different models will be used to examine the external environmental factors.

3.1 Black Box model

According Despande, and Webster, (1989.) the Black Box model consists of three phases. First one being the input phase, where all external factors that affects in making a decision for the consumer is considered. The external factors for the consumers according to Vyse (1999). would be either

  • The PEST factors
  • Marketing Mix elements
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These variables would affect consumer buyer behaviour, as it would affect the consumers it would have an impact on the overall performance of the business as well. When considering the consumer buyer behaviour Wolf olins (1995). stated that marketers need to understand the three different groups of decision makers or in another words it is important to understand the decision making unit. According to Urde (2003) the making unit comprises of five key individuals. They are

  • Gate keepers        - those who regulates information flow
  • Financer        - those who actually makes the financing
  • Influencer         - those who influences the decisions ...

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