Consumer Behavior Assignment 3

58 PART 2 : INTERNAL INFLUENCERS 58 PART 2 : INTERNAL INFLUENCERS

CASE

Chapter 3 Case

Golf Buggy has produced three-wheel golf carts for the U.K. market for over four decades. The basic design of the buggy, as they are referred to in the United Kingdom, has not changed. The buggy is characterized by a three- wheel design, with an open seat arrangement (like a convertible) and a steering arrangement that consists of a yoke rather than a steering wheel. Over recent years, they have faced increasing competition from Japa- nese and U.S. fi rms such as Club Car. These companies provide carts with more features and more power at a price slightly less than that off ered by Golf Buggy. Golf Buggy traditionally used a sales force that directed their eff orts toward golf clubs and tried to close the deal for an entire fl eet of buggies for their course.

In response to the increased competition, Golf Buggy has designed a single-person golf cart that is low cost and has room for only one golfer and one golf bag. They have kept the basic three-wheel design so that it resembles somewhat a three- wheel scooter. In fact, Golf Buggy is even toying with the idea of a pedal model that would replace the conventional electric motor driven by a battery with a pedal, gears, and a chain. Given that batteries are so harmful to the environment, this product may appeal to more environmentally sensitive consumers. In addition, Golf Buggy is planning on a pull strategy that takes their products directly to individual consumers rather than directing marketing only toward golf clubs. This means advertising and sales training directed toward end consumers. The management team at Golf Buggy is looking at these moves in an effort to save the company. However, they know they must communicate the value of this product to consumers to have any chance of being successful. Will it work out?

Questions 1. Several advertising agencies are competing for the Golf

Buggy account. Most are recommending communications that are consistent with an intentional method of learning. However, one agency is suggesting a behavioral or unintentional learning campaign. Should Golf Buggy give serious consideration to this agency based on its approach to consumer learning? Explain your choice.

2. How is a single-seat, three-wheel golf cart likely to be initially received in the marketplace? Use the steps in the consumer perception process to explain your opinion.

3. Would Golf Buggy have more success targeting a vehicle like this at non-golfers for use in large workplaces and perhaps even for consumers looking for an alternative to walking or driving when traveling short distances? Explain why.

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