First, I am going to talk about the geographic of Vauzhall Zafira. The target market mainly are the people who are in the United Kingdom. Due to the flexibility weather of the UK, Vauzhall Zafira's cars are suitable for most of the countries in worldwide. It is not a consideration that the consumer belongs to the city or village.
In addition, the demographic of this brand is majority focus on the middle class and the age between 30-50. Due to Vauzhall Zafira is a car brand, it doesn't rule the race of people. The prize of the car is between £8700-£28000, so that I think the class should be the middle class. As the car brand is rarely selling the car with two to four seats, it is sure that the target groups are families which have children or lots of family members. It is easy to let families to manage the seats for their children. For gender, Vauzhall Zafira wish to sell the product to the man who have family. It has mentioned in the advert that father can pick up their child after school and go to picnic at weekend. This brand are not considering to the religion and orientation.
For psychographic side, people's personality should be nice father who take care of their family, are kindnesses. Those targets are the people who want their wife and children become safe and happy. They wish to bring their family to lots of the journey. People who want to buy this car are often the car lovers. They are nice to the car and their family for sure.
Moreover, the Maslow theory is showing the five hierarchy of needs. First stage, the physiological needs. Due to people can walk and have their basic needs. They often got a basic drive skills and a car. Vauzhall Zafira can give the basic need of a car to drive. Second stage, the safety needs. When people have their basic need, they wish to have a safety drive. As Vauzhall Zafira is providing the safety drive for them, it is reach their needs. Third stage, love and belongingness needs. People wish to have a family and some place belonged to. For a seven-seat car, it is needed for people who have family. Vauzhall Zafira gives the hope to the people who wish to buy the car and have a family. When people are having a fruitful family, they are highly progressing their life. Vauzhall Zafira can push them to a highest status that the motability car they were presenting.
Lastly, Vance Packard's eight hidden needs will be presented. Vauzhall Zafira gives the emotional needs for people who needs comfort, happiness and cross out the bad feelings. It gives the safety and the harmony of family usually have. It emphasizing home and safety to consumer.
'WE HAVE THE SPECIALIST MOBILITY KNOWLEDGE YOU NEED'
This is the promise in their website. It reassurance of worth to people. It makes them feel comfort to buy their car. In the advertisement of the TV commercial, they were using the people who immigrate in UK but not local people. It sympathies consumer who comes from foreign countries. The accent of those characters are Yorkshire. For the people who are Yorkshire, it is stereotype that they are caring about the money. This is creative and attract people to watch. The most creative part is that the main characters are the kids who were between seven to ten years old. They used the Yorkshire accent to talk and presenting the advantage of the car. It is adorable. Those kids are the children of two families who just became neighbor. Likely, the car is the love object for the kids and family. It is the people for parents loved. When people bought the car, they are powerful to become reliability. In the commercial, one of the car brand was not Vauxhall. That car is old and easy to break. This is a big contrast between. It was persuading people to buy the car of Vauxhall in the advert. Nonetheless, Vauxhall emphasize the family to anchor people and hence they will buy the car.
Reference
1. Vauxhall Zafira (N/A) Why Vauxhall Motability? [online] available at: <http://www.vauxhall.co.uk/motability/vauxhall.html>
