Cadillac is one of the oldest car models in the United States and in the books of history,has been known to be among the oldest brands worldwide. The company, formally known as the Cadillac motorcar division is none of the divisions in the United States under the General motors company and has wide markets across the globe in the United States, Canada, china as well as Europe (Salmieri, Salmieri and Edwards, 1985). Presently, the Cadillac is the second best-selling model in the United States and has its foundation by The Henry Ford Company under the leadership of Henry Leland in 1902. In 1909, General Motors purchased the cardillarccompany and formed a foundation for producing automobiles in mass quantities (Salmieri, Salmieri and Edwards, 1985). The company showed its certainty in the industry through its complete interchangeability in its precision parts. This enabled it to establish itself as America’s premier car. It later made many developments in the car industry and developed full electrical systems, as well as the cashless manual transmission crowned by a steel roof. The car company is known to have developed three engines. One of them being the v8 engine.

The social setup is one of the influencers of the consumption behaviour especially in the car industry. In most of the instances, salesmen in the industry will pose as friendly neighbours and lure their clients into buying the car. It is imperative that the social setup that we live in influences our consumption behaviour, derived by the need to have what a neighbour has (Dmitrovic, and Vida, 2010). The personality factor is another major factor that varies between people, but can be extremely effective in the car business. It involves the levels of prestige that an individual belongs, personal desire for luxuries as well as the need to be classy. Such attributes contribute heavily into the likelihood that a client will purchase a luxury car instead of a sports car. Cultural differences also influence the level of consumption of such products (Dmitrovic, and Vida, 2010). This is in the light that, certain cultures lag behind in terms of such spending. For example, consumption of the Cadillac model is more in China than in Europe despite the fact that Europe has more classy personalities enjoying higher incomes.

Surveys are the best research tools in the instance that a researcher is interested in knowing the consumer attitudes and behaviour. It is worth noting that conducting a survey is one of the easiest data collection methods especially where you have a concentrated target population. The study yields you accurate first hand data and the conclusions of the study are highly reliable. It is imperative that the method would be of significant help to the company in understanding the population they should target much and their perceptions on the previous models. They should also come up with a list of what should be done and develop a precise analysis of the target population’s buyer attitudes and behaviour to better model the cars in the preference of the customers’ needs.

For such an expensive make of a luxury car, the best approach is the social approach (Li and Zhang, 2002). It comprises of the family, social class and culture. From this analogy, we understand that luxury cars cannot be sold from an economic perspective. There is thus need to trigger extravagant spending using some of the most significant factors of persuasion such as social class. The sale of the car would be effective where the car sells on basis of social class (Li and Zhang, 2002). It involves bringing to attention the classy needs of the consumer and the need to feel different. Family background can also be a major persuasion point. It can prove useful in ensuring that members of certain rich families use a certain model of a car dependent on their place in the society. It triggers the classy feeling and hence leads to sales.

During the problem or need recognition stage, it would important to put into consideration the use of a salesman who will assist the client in recognizing the need for the car. This involves looking into the needs for the consumer to be classy, his/her safety as well as the reliability of the car (Lee, 2005). Information search should accompanied by a review of the car performance, a record of its success in the market and its ability to serve the needs of the clients. In the evaluation of alternatives, the customer should be made aware of the advantage that purchasing the car adds to him and how much he will save in terms of convenience or the lifespan of the car.

The purchase decision is an important step, whereby the customer is made aware of other available offers that go along with the car (Lee, 2005). For example, the need for an insurance cover, custom made interior or even additional horsepower performance. Post purchase behaviour involves maintaining proper records on the client and calling to have his/her opinion on the car (Lee, 2005). In most instances, this tendency leads to additional sales and a feeling that the sellers care about the concerns of the customer. The move is an extremely effective sales step as it establishes a strong clientele base such that the client can trust that the seller will guarantee value for his/her money by offering quality products.