=In business, the customer's profile and behavior are significant because it allows an organization to identify the goods and services that best suit the target customers. An organization needs to create platforms to communicate with its targeted customers about the products (Nethravathi et al., 2020). Customer behavior is even more demanding in the automotive industry, where the customers take a long before making another purchase. In most cases, car industry communication campaigns usually are inspired by the value of the brand.
It is essential to comprehend encoding decoding to understand and evaluate how the car industry communicates about its products. According to Basdogan et al. (2020), encoding refers to the process of turning one's thoughts into communication. The encoder is expected to develop a message and use a medium to send a message. Decoding refers to turning communication into thoughts; a decoder is expected to receive the information and interpret it for himself or herself.
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The car industry's communication process may involve the message being encoded by the sender, passes through media or promotion mix, and eventually decoded by the receiver. Before a car company communicates to its target consumers, it should first listen to thought forwarded before turning these thoughts into messages. These thoughts can be developed from its marketing strategy, financial status, organization status, and management take. The views can be encoded and turned into communication that passes through the media to the receiver, the target customer.
In the promotion mix, the company seeks ways through which the communication can reach the receiver. Some of the media channels used to relay the information include advertising, direct marketing, personal selling, sales and promotion, and public relations (LEMMA, 2019). When selecting the type of media, some of the factors to consider include demographics, lifestyles, readiness, psychographic, and behavioristic nature of the target customers. The company Chief Executive Officer plays the role of ensuring that the encoded thoughts are accurate and been communicated to the consumers through the rights. Some of the ethical and legal implications associated with decoding include interpreting the message and inaccurate information to the receiver, who is the customer.
References
Basdogan, M., Ozdogan, Z., & Bonk, C. J. (2020). Understanding the Diverse Field of" Educational Technology" as Revealed in Twitter Job Postings: Encoding/Decoding Approach. The Qualitative Report , 25 (8), 2044-2066.
LEMMA, B. (2019). ASSESSING THE IMPACT OF PROMOTIONAL MIXES ON SALES PERFORMANCE OF TOUR OPERATORS IN ADDIS ABABA (Doctoral dissertation, st. mary's University).
Nethravathi, P. S. R., Bai, G. V., Spulbar, C., Suhan, M., Birau, R., Calugaru, T., ... & Ejaz, A. (2020). Business intelligence appraisal based on customer behaviour profile by using hobby based opinion mining in India: a case study. Economic Research-Ekonomska Istraživanja , 33 (1), 1889-1908
