According
to the official website, ‘The Vauxhall Zafira is the original, compact,
seven-seater family car that shows what can be achieved with clear thinking.
Dynamic driving experience, interior comfort, seven-seater flexibility with
sharp styling, cool interior finishers and impressive safety features’.
I am going
to inquire into target market of this product and how potential consumers are
attracted by it, pursuant to Maslow and Packard’s needs theory.
As regards
geographic aspect of target market, as it was mentioned that safety, comfort
and flexibility are the main values of the car, it can be concluded that
Vauxhall Zafira, despite the specific weather conditions and climate of some
countries, is suitable and appropriate in most part of the world.
Then, the
demographic aspect, it seems, that the age of consumers should vary from 30 to
45 years for several reasons. Inasmuch as this car is not considered to be the
cheapest one, purchasers should have a stable income so as to afford it (mostly
mature people that have enough well-paid job). Then, because it is specious
family car it is probable that parents, mostly fathers, as it was some kind of
stereotype that was shown in advertisement, intend to gain it.
Lastly, the
psychographic perspective, as it was depicted in advertisement, owners of
Vauxhall Zafira, are for the most part, people with family, who need not only a
lot of space in car (so as to travel and spend time together, having common
activities), but also reliability and convenience are the most significant
criteria, since priority of parents is safety of their children and themselves.
Maslow’ hierarchy
Now, turn
to needs theories. Maslow’ hierarchy is following.
Concerning
physical level, as people can breath it means that they are alive hence they
can think about their safety. Ownership of Vauxhall Zafira suggests being in
secure, having comfort, in other words, being as happy as possible. As for
belonging and love, as person have such a spacious car; he can spend time with
family and friends. Consequently, it leads to iron ties between person and
those around him. So feeling of belonging and love is increasing. Next,
self-esteem, as car has stylish design and looks highly presentable owner can
feel respect of others, so self-esteem develops. What is more, as you realize
that your family is ‘in reliable hands’ you feel more confidence. And,
eventually, self –actualization, Vauxhall Zafira is considered to be the best
example of problem solving. As it is enough huge, people may not only have
space for different bags and staff, they can travel together, doing what they
enjoy without absence of facilities.
Packard’s Eight Hidden theory
Now, I am planning to discuss Packard’s Eight Hidden theory.
Zafira offers comfort, permanence and safety. In the issue, holder is happy,
because car satisfies his emotional security needs. Then, as long as a person
feels that his family is in secure and nothing can threaten it, he is sure that
he has made a right decision (Reassurance of Worth). As for creative outlets,
in advertisement the use of space was demonstrated in a creative way. Next,
every purchase contains sense of power since person has a variety of choice and
can find information about everything that he finds attractive, e.g. using official website . As for roots,
the advertisement was made in English, so there is a sense of identity in all
English-speaking countries. Furthermore, in advertisement, children who are
observing the car and its functions have different nationalities, so it means
that this car is global. Last but not the least, immortality. Because it is a
family car, children can see that their parents trust it, so in the future they
also would like to but it. Besides, possibly a child can get exactly this car as the inheritance.
Reference:
Vauxhall (nd) Vauxhall Zafira, available at:http://www.vauxhall.co.uk/vehicles/vauxhall-range/cars/zafira/overview.html (Accessed: 13 May)
.jpg)
