Understanding Consumer Behavior
By Doanh Lu
Segmentation and Target Market
Audi segments their automobiles on psychographics and behavior factors. The brand wants to bring the highest quality and classy appearance to attract consumers that want to drive nice cars or impress others with the status. Audi's target audiences are upperclassmen who have high income and status that can afford luxury automobiles from the brand. CEOs and celebrities are often seen driving Audi cars because of the modern design and innovative function.
Positioning
Audi position their brand to be luxury, innovative, and high-tech. Their car designs and technological quality are customed to give consumers a safe and comfortable drive to wherever their destination is. Most consumers would think of Audi as a high-class automobile that can represent their social class well through its aesthetic designs and iconic logo.
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