Consumer Behavior Case Study

Cadillac’s “new buyer” may be described as a subculture for a lot of causes. A subculture may be outlined as a gaggle whose members share beliefs and customary experiences that set them aside from others. In 1998, when GM Launched Its first Escalated, a brand new buyer based mostly was created for Cadillac. Previous to this new product, the shopper base of Cadillac primarily consisted of upper-middle class, ageing, Caucasian drivers. The conception of the Escalated prolonged the focused market, and created a brand new customer-based for Cadillac of which a brand new subculture emerged.This subculture consist of people who share the frequent expertise of proudly owning an enormous, luxurious, SUB that’s interesting to the common popular culture particular person.

This subculture may be described as a totally new mix of demographics (recognized to Cadillac) starting from younger skilled athletes to rap artist, largely of African American first rate. 2. There are a couple of mall options and attributes of the Escalated which have made It a hip-hop hit.

The tangible options and attributes Embrace the massive exterior and big grill with interesting rims and tires that provides the SUB an opulent look.Intangible attributes embrace the endorsements by varied hip-hop artists, together with the security, sturdiness, and different professionals related to the Cadillac model. The options of the SUB have been showcased and praised in lots of hip-hop artist movies and songs that make it a legit Hip-Hop hit. The hip-hop enchantment for this automobile was given with its inception subsequently, I imagine it will be troublesome to increase the enchantment to different (pre- current) fashions.

Nonetheless, Cadillac will have the ability to lengthen a brand new enchantment focused to the popular culture by means of a brand new sedan (automotive) mannequin particularly now, whereas moreAmericans even Within the popular culture have gotten extra economical Of their spending, which can create a new- broader subculture. three. There are nice classes to be realized from Cadillac’s success with its Escalated mannequin that different corporations ought to study. One lesson is the significance of understanding the shopping for habits of varied cultures with the intention to create a outstanding subculture that enjoys your product. Cadillac took satisfaction in constructing a relationship with the popular culture and realized that the model’s success was contributed to the hip-hop reputation.They create an in-your-face, billing-billing, trendy icicle that appealed to the popular culture. One other lesson that different corporations can have in mind is that, It’s essential to construct relationships with corporations and icons (individuals) that endorse and purchase your merchandise.

In 2007 Cadillac, earlier than the discharge of the brand new Escalated mannequin invited 35 of the most important names in leisure to a sneak preview of the brand new mannequin. This tactful occasion helped Cadillac collect Vital Details about the professionals and cons.