Motivation, Ability, and Opportunity
By Group 5
Motivation
When you think of Audi, you think luxury and big money. Audi is made for the high-class citizen that are not worried about what the price is. On any Audi commercial, you can observe that they never show the price of the Audi vehicle. This sends the message that, if you need to know how much the vehicle will cost then you really can not afford it proving that the car is not for you. We were shown an Audi commercial in class which focused on a Caucasian dad and his daughter that finished a go-cart race in the first place. Throughout the advertisement, you are able to see how determined and focused she is throughout the race. At the end of this commercial, the dad and daughter walk to their Audi and the little girl stares at it with aw. Audi uses this commercial as an effective motivation to own an Audi of your own. It moves the consumer emotionally by showing a connection between a father and daughter. With this connection between too, you can see the father believes his daughter should have the best. They make the car as eye-pleasing as they can and they make sure that their brand is known to be as luxurious as we know it to be.
Ability
In order to have the consumers have the ability to buy an Audi product such as their A5 model, they need to have the financial resources, and the cognitive resources. Since the brand is known to be luxurious, consumers must have the money and knowledge to purchase this product. When buying a car, a consumer consults a dealer about their credit and must have an approved bank loan. With these limited abilities, this makes the consumer decision-making process more involved and enduring. This also gives Audi the way to discuss alternatives if needed.
Opportunity
The fundamentals of improving every single car at Audi keep popularity soaring through the sky. Audi has recently announced a few changes coming to its A5 model. The changes they made to the 2020 model was to appear slimmer. This new design brings attention to consumers noting the difference between the A5 and A4 model. Through this innovation, the car brings a new line of customers with certain preferences for a car that is a hybrid and offers more technical details. The article through Motor Authority specifically discusses the changes that were made for the Audi A5 sedan model.
The time, distractions and the complexity, amount, and control of information can affect the opportunity of how the consumer processes the information of the product. It is proven that when a customer is time-pressured, they tend to shop frequently due to few opportunities. With Audi, time can play somewhat of a role in the opportunity to purchase their product. Customer isn't time-pressured to buy the A5 model right then and there, however, they might want to purchase before the next model comes out. Audi advertisements usually have fewer distractions and don't distract the customer from the message. This allows the consumer to process the information a little slower and put more thought into their purchase. Consumers also learn and remember more when they have control of the flow of information. With Audi advertisements, they focus on what the consumers care about most of the product and how much it has improved. Without having it complex and having little amounts of information during advertisements, this allows the consumers to have control of the flow of information being processed and allows them to process it at the speed they desire.
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