Overview of brand decision making.Before purchasing or renting a caravan there are types of decision making that would be undertaken by a consumer.
Caravan is a non-permanent residential house that is usually rented for holidays by both local and foreigners to travel around Australia to travel cheaper and to go on a long road trips and explore Australia. Nevertheless, consumer who buys caravans (mainly an Australian citizen) bought caravans for pleasure and for leisure. However, some people also bought caravan because they think that caravan made a good investment such as renting out for other people or selling it in the future. Thus, caravan can be considered as both as low involvement products when renting it and high involvements products when buying it.
(Quester, P& Garlin,F 2014)Information search : When renting a caravan consumer will mostly uses limited decision making process it similar with renting a car from a car rentals company because most people when they rent a caravan they do will not spend a lot of time to consider and to know about the products and there is no investment in renting a caravan so they just need a basic understanding about the product mainly through online and social medias. On the other hand, for buying or purchasing caravan is considered as an extensive high involvement product so consumer will most likely use the extensive decision making process. Why do caravans makes a good investment? 1st of all buying caravans allows you to sell and rent to a tourist or a local furthermore also when people buys caravan they are likely to use it on a holiday parks which offers them a hotel like facilities inside the holiday parks.
Buying caravans is similar to both buying cars and home it requires a lot decision making and will need a lot of information about the specific caravan that they want they will also need multiple people involved in the decision making. In Australia most people will firstly go through an online media such as the manufacture website, news and article about the specific caravan, and they will also seek for advice from mostly families or friends. (Quester, P& Garlin,F 2014)Caravans Evaluation of Alternatives: After finding all the information through online, recommendation, advertisement and etc. then consumer would look at the different types of caravans that is being offered in Australia and also the brands.
These are the top 7 types of caravans that are being sold in Australian markets. (Alangrahams Caravans, 2017)Conventional Caravan: Conventional Caravans is the most popular and the most used caravan in Australia. It has featured 1 bed room or a living room and has couple more furniture such as sink, shower, air con, fridge, stove or ovens and many more. Tent Trailer: Tent Trailer offers similar furniture and equipment’s to Conventional Caravans.
The difference between them is that Tent Trailer are made to allows almost any small car to tow a caravan. Tent Trailers works just like a tent, it will require you to set up the caravans and pack down the stuff.Pop Top Caravans: Pop Top Caravans is similar to conventional caravan; However, it offers a pop up and pop down roof top not only to give more head room for people, but it also provides a wind resistance for when driving and it can fit in most garages. Pop Out Caravans: Pop Out Caravans is like Pop Top Caravan, but it offers more room and spaces for a bigger or lager family.
Campers Trailer: Campers Trailer is similar to Tent Trailer, but it has a pop top roof and extendable tent berths at either end.Fifth Wheelers: Fifth Wheelers is a large caravan that need to be towed by big cars such as trucks. It has a very big living space and rooms, but on the other hand due to the size of the caravans it may not go everywhere because some caravan park or camping parks does not allows such a big caravan to park in the parks.Motor Homes: Motor Homes is the most convenient caravan out of all of these caravans. Motor Homes is not very big or maybe smaller than conventional caravans, but it does not require any type of car to tow since the caravans and the car comes together and it still offers some caravans equipment’s such as kitchens and living room.
Here are some list of caravans that are available in Australia (Loyalty Loans, 2016)Universal Caravans: Universal brands focuses more on providing a bigger space.Traveller Caravans: Obviously was made for traveller to travel a really far distance by featuring wind resistance and stronger caravan body. Supreme Caravans: This company focuses more on the luxuries Roma Caravans: Roma is the classic and the oldest caravan manufacturer, their aim is to meet the standard of a normal caravan.Lotus Caravans: Lotus caravan only manufacture motor home caravans.JB Caravans: JB focuses more on selling luxury caravans with affordable price.
Crusade Caravans: This company is known for building a family friendly caravan and large caravans.Avida Caravans: Avida focuses more on the style of the caravan and the toughness.Influence of brand decision makingUnderstanding the Influence on our consumer helps us to know more about our consumer behavior, there are two main categories that we will have to look at in order to understand how consumer get influenced to a brand or product. The first one is internal influence which looks at how consumer get influenced by their life style, by their personal knowledge, by personality, motives, emotion and attitude. External influenced on the other hand focuses on how consumer get influenced by social class, by their household, culture, society, reference group. (Quester, P& Garlin,F 2014)Internal Influence in a caravan IndustriesPersonal, Emotion and MotiveHow can a consumer can get influenced by personal needs, emotion and motive? Caravans has gained more and more popularity overtime. Nowadays people age 30 and above has consider caravan as their own personal needs for traveling around Australia, some people who lives in a suburban area needed bought caravan just to park it in their own back yard and also use it for camping in their own back yard to save money, it is also a good investment to them by paying low living cost and renting it for other people to move in.
(Howard M, 2017). Once a consumer is interested in buying a caravan they will automatically get motivated on finding out which type of caravan or which caravan brand is best for a camping, renting it to other people, long road trip, luxury, convenient, family friendly and etc. this is how consumer will get influenced by motive. Emotions are the feelings or affective responses to situations, products, advertisements, and so on. They affect information processing and preferences and are becoming of increasing interest to marketers.
(Quester, P& Garlin,F 2014)In a caravan industries emotion influences consumer behaviour after looking at an advertisement of a caravan or after they encounter a situation when they felt like they need to buy a caravan for example “a consumer want to go traveling far, stay at a caravan park or go camping without a tent” after encountering these kind of situation a consumer will likely be researching and finding out more about the caravans industries and the products. (Quester, P& Garlin,F 2014)External Influence or Psychological Influence in caravan industries.FamilyHow do family Influence consumer on Caravan Industries? Family in Australia bought caravans not only for leisure and for pleasure, but caravans are also a good method for a family bonding, since in western family parents need to bond with their children to know more about them and also to teach them a valuable lesson. Caravanning helps strengthen a family bond and it also helps family to sync with one another, moreover it will also allow children to learn more about an environment, teaches children life skills and teaches them to engages socially (Caravan Industries, 2017).
It was stated by (Alice S & Mark C, 2008) that a family or a household is one of the most effective external influences on a consumer behavior. It is clearly vital for any company or industries to be completely aware of who is influencing the decision making in a family unit so that a successful information campaign can be constructed, positioned and directed appropriately. Another significant variable for marketers is the family life cycle. Most people in a western culture grow up in a household, and then leave the household and start a new family. In other words, the foundation called the ‘household’ has a fairly regular and predictable life cycle of its own.
Marketers can look at each stage of this cycle and develop accurate aggregate pictures of the purchase needs and desires of individuals in each stage. (Quester P & Gralin F 2014).CultureHow do Culture Influences consumer on Caravan Industries? To begin with, Culture has been one of the most important things that we need to understand in order to know more about the consumer behavior, It includes everything from the influence of individual thought processes, beliefs, law, language and behavior which was passed down through generations.
(Quester, P& Garlin,F 2014). In a western culture people from age of 18 to 50 loves travel around Australia. However, the teenager (which so called the sub culture) from age 18 to 25 don’t like to travel using caravan, because the term traveling in western subculture means to go overseas and does not meant 2 to 4 hour road trip. On the other hand, westerner ranging from age 34 to 50 or above traveling’s means to drive and to go on a long road trip. On the bright side even though caravan industries does not attract much local teenager (Amanda M, 2014), the caravan industries attracts teenagers from other western countries such as the United Kingdom, Germany, United States, France and New Zealand. It was stated that data released by Tourism Research Australia shows a total of 334,184 international caravanning and camping visitors for the year ending June 2016, growing once again by 12% on the previous year. (Caravan Industry, 2016).
In addition, caravan industries did not only attract western teenagers from overseas it also attracts a lot of Asian tourist (mainly Chinese). In most Chinese culture middle class people look up to upper class and will always want to be considered as a higher class. Higher class when travelling they usually travels with just family or friends as for Middle class Chinese they often travel in a group with travel agencies. However, both middle class and upper class both likes to travel in groups since they can’t really speak English well and they don’t know where to go. Nonetheless, Chinese teenagers these days speaks fluent and know more about what’s going on outside china through online social medias and internet. Chinese subculture or Chinese teenager nowadays is similar with Western teenagers. Data by Tourism Research Australia shows a 112 per cent growth in Chinese caravan or camping visitor nights in the year to September 2017, as more option to organize their own travel (Nicole H, 2018) and when traveling to Chinese teenagers tend to seek cheaper self-drive holidays as the Chinese economy slows and people feel less wealthy Visitor arrivals from China grew by 12 per cent in the period, to 1.
2 million people which makes total Chinese tourist spending fell 4 per cent to $3.1 billion, which was attributed to a 10 per cent decline in group tour visitors. (Nicole H, 2018)Loyalty Loans, 2016. Best Caravan Brands in Australia. Available at: Accessed 26 September 2018.)Alan grahams Caravans, 2017. 7 types of caravans in the market that you should know of.
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Surge in self-contained RVs presents tourism opportunity for small towns. (Available at: Accessed 26 September 2018.)ScienceDirect Topics. 2018. Family Influences – an overview.
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24 September 2018.