Download or read book Consumer Preferences And Satisfaction Levels Towards Luxury Cars written by Dr.M.s.Narasimhamdr. G. Rama krishna and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book An Investigation Into Consumer Behaviour Towards the Purchase of New Luxury Cars in Two Culturally Distinct Countries written by Jakrapan Anurit and published by . This book was released on 2002 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The thesis aimed to answer two questions. (1) What distinguishes a luxury car? It has been shown that this is a complex issue involving a multifaceted - subjective and objective factors approach. Hence, there is a need to develop (a) a clarification and definition of luxury cars, and (b) a luxury car price concept/range, to identify customers' profile, and to explore influences on consumer purchase decisions. (2) How do cultural differences between the UK and Thailand explain the difference in purchasing patterns of BMW and Mercedes and provide insights for brand marketing of the two luxury car marques? The research design was based upon a review and synthesis of the academie literature and car data, which helped identify (1) theoretical concepts and hypotheses appropriate for this study, and which also developed (2) a working definition of luxury cars for the selection of samples and research methodology for this study. Methods of qualitative data collection included observation, focus groups, and face-to-face interviews, which was content analysed. The quantitative data collection was by questionnaire survey in the UK and Thailand, which, after elementary statistical analysis, was factor, and discriminant analysed. However, the UK data did not lend ifself to principal component or discriminant analysis, since the questionnaire was modified to facilitate co-operation of British respondents. For the UK, simple statistical analysis and a test of signiflcance for differences in percentage of respondents selecting the key attributes of their own marque were conducted. The findings yielded a comparative study of similarities and differences between UK and Thai customer perceptions of BMW and Mercedes, and insights into brand marketing of their cars in the two countries. The outcomes yielded include: (i) a detailed profile of BMW and Mercedes buyers in the UK and Thailand; (ii) the technical and non-technical attributes of BMW and Mercedes cars as well as dealer and customer perceptions of the two marques in the UK and Thailand; (iii) commonalities between marques and differences in buyer attitude and behaviour in the UK and Thailand; (iv) a consumer decision model that determines the choice of a new BMW or Mercedes car in Thailand, and criteria that determine the choice of a new BMW or Mercedes car in the UK; (v) identification of significant cultural determinants of new luxury car purchasing patterns in the UK and Thailand applicable to countries with similar cultural characteristics and socio-economic structures; (vi) marketing implications on customer acquisition and retention as well as upward brand stretching of both marques in both countries. These findings enable this thesis to conclude that buyer perceptions of new BMW and Mercedes cars in the two countries are different. This thesis proposes a strategy of upward BMW and Mercedes brand stretching for both customer acquisition and retention by both marques and provides guidelines for local and global marketing of BMW and Mercedes luxury cars. The limitations of this thesis are outlined in the conclusion and also avenues for future research were provided.

Download or read book An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior A Focus on marketing Communication German Luxury Car Brands written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-06 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China’s Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the ‘lost generation’ who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50’s, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the “lost generation” and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China’s Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation Y consumer. Due to research in this field still being at an embryonic stage I will personally carry out an empirical investigation and outline who this consumer is, how they process information, their usage of mass and personal communication and acknowledge their attitude towards German luxury car brands. Finally, on the basis of the research findings I will define Chinese Generation Y car purchasing behavior and create a marketing communication strategy for a German Luxury car brand in China wishing to engage with the consumer in question.

Download or read book An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-13 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China's Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the 'lost generation' who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50's, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the "lost generation" and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China's Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation

Download or read book Brand Management of Luxury Goods written by Nicole Fich and published by GRIN Verlag. This book was released on 2011-08 with total page 89 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This study is focused on understanding the concept of "luxury" in the choice of cars in Germany. Therefore it has a closer look at the luxury brands and the luxury customer. The author researches and analyses the concept of "luxury" in the choice of car brands with a closer look at BMW and Mercedes in Germany. The author has chosen these two brands, because they are the most luxurious German brands and represent best the model of luxury brands."--Abstract.

Download or read book Driving Factors Influencing Consumers Decisions On Purchasing Cars In UAE written by Joyal Philip and published by GRIN Verlag. This book was released on 2021-03-12 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic Paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: A-, Amity University (Dubai), course: MBA, language: English, abstract: The objective of this study is to find out the factors that influence consumer buying behaviour towards vehicles in the UAE perspective. Purchasing a car is the second most important and expensive investment in everybody’s life after purchasing a house. Consumers have created a strong car brand image of different car brands and will keep on increasing in upcoming years. This dissertation describes and shows the issues or factors which arise when people decide to purchase a car in UAE. Different Industries and services which is linked to car industry segments plays a major role in the economy. Different types of models and technologies have been invented by different car companies which made consumers to afford different choices and make them way luxurious better than before. The financial risks and personal taste and preferences shows the amount of effort the buyers put when buying a new car. This essence of a high involvement purchase decision is often the purchase of a new car Customers attitude is not easy when buying a car, it varies according to high state of social and mental contributions. People settle on their choice by looking every single alternative which is worth their interest and cost. The buying procedure of cars are affected by various factors such as their income, cars taste and preferences, instalment choices, maintenance costs and in addition to fuel costs. The buying behaviour is also affected by many mental factors such as observations, inspiration from loved ones, and trust towards the brand. About different brands, individuals also try to take different information’s from companions and associates. Car manufactures need to consider different financial factors which impacts the buyers like loan costs, income and rise in fuel costs. In such a way all carmakers should make cars according to the needs of the buyers.

Download or read book The Consumer Perception of German Premium car features in Regard to the Hedonic and Utilitarian Dimension written by Johannes Earl [Verfasser] Schaffer and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer perception has a tremendous impact on the consumer decision process. Whether or not a consumer perceives a product feature as primarily hedonic or primarily functional shapes the way marketers need to communicate with the consumer. While there is several academic research available about the consumer perception towards certain product categories, studies exploring the consumer perception towards product features specifically have not been conducted before. In order to gain insight into the consumer perception towards car features an online questionnaire was distributed amongfriends of the author. The data was then analyzed and showed a general hedonic dominance over a total of eight tested car features. A closer look at the dimension levels of the tested car features showed significant results in four features. While aluminiumrims, metallic paint and sun roofs were perceived to be predominantly hedonic, xenon lights were perceived to be primarily functional. Additional insight was brought to light through correlation analyses, one-way ANOVA testing and multinominal regression analysis, indicating that age is a significant predictor of brand choice for owners of German premium cars. These insights were then brought into connection with marketing strategies and the consumer decision journey, illustrating the importance of hedonic car features over functional features in marketing campaigns. German premium car manufacturers have predominantly promoted their utilitarian attributes in recent years. The reason for this was a general trend in the industry, which focused on technical innovation in its brand building campaigns, instead of conveying an emotional message to the target group. The findings in this thesis suggests a realignment of current strategies, concentrating of hedonic attributes in order to maximize marketing effects.*****Consumer perception has a tremendous impact on the consumer decision process. Whether or not a consumer perceives a product feature as primarily hedonic or primarily functional shapes the way marketers need to communicate with the consumer. While there is several academic research available about the consumer perception towards certain product categories, studies exploring the consumer perception towards product features specifically have not been conducted before. In order to gain insight into the consumer perception towards car features an online questionnaire was distributed amongfriends of the author. The data was then analyzed and showed a general hedonic dominance over a total of eight tested car features. A closer look at the dimension levels of the tested car features showed significant results in four features. While aluminiumrims, metallic paint and sun roofs were perceived to be predominantly hedonic, xenon lights were perceived to be primarily functional. Additional insight was brought to light through correlation analyses, one-way ANOVA testing and multinominal regression analysis, indicating that age is a significant predictor of brand choice for owners of German premium cars. These insights were then brought into connection with marketing strategies and the consumer decision journey, illustrating the importance of hedonic car features over functional features in marketing campaigns. German premium car manufacturers have predominantly promoted their utilitarian attributes in recent years. The reason for this was a general trend in the industry, which focused on technical innovation in its brand building campaigns, instead of conveying an emotional message to the target group. The findings in this thesis suggests a realignment

Download or read book A Study on Consumer Brand Preference of Luxury Cars with Particular Reference to Coimbatore District written by B. Sivakumar and published by . This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Behavior written by Henry Assael and published by . This book was released on 2004 with total page 664 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.

Download or read book Customer Satisfaction in the Luxury Car Market written by Adamantios Diamantopoulos and published by . This book was released on 1987 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Consumer Behavior Towards Fuel Efficient Vehicles written by Charles River Associates and published by . This book was released on 1978 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior written by and published by . This book was released on 1996 with total page 446 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Luxury Selling written by Francis Srun and published by Springer. This book was released on 2017-04-07 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Srun shows how the psychology of luxury brands truly plays into high value customer motivations and unlocks the potential to understand their decision processes which are unlike that of any other customer. Selling to very wealthy, demanding customers – whether you’re selling luxury products or high value bespoke professional services – is a very different process to selling anything else to anyone else. Francis Srun has twenty years experience in the luxury industry, based in France, Switzerland, China and Hong Kong, most recently with Maison Boucheron. The first step is learning how to physically embody “Luxury”. You need to look, speak, and move “Luxury”. The true luxury attitude is not submissive nor is it hauteur – it is gentle, generous and simply, truly human. Success comes from not just being professional but from building a genuinely luxury relationship with clients. To do that you need to truly understand your client. High value customers today are younger, international in outlook and residence, and increasingly from Asia. Their buying motivation is always about self-affirmation and pleasure and never about money. The luxury customer’s decision process is unlike that of other customers. While emotion is important when selling anything to anyone – with luxury selling it is paramount. Srun shows how the psychology of Brand, Product, Place, Price and Time all play a role in customer’s motivations. Finally this book guides you step by step with concrete examples and useful techniques through the seven steps of luxury selling: be prepared to sell, welcome appropriately, listen genuinely, propose and present with style, meet objections with persuasion rather than refutation, conclude sharply and finally gain loyalty for a long term relationship.

Download or read book Operationalising Luxury in the Premium Automotive Industry written by Bernadette Bridle and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This thesis presents an Action Research project investigating the use of customers' perceptions of premium and luxury cars within the premium automotive industry. The research was sponsored by Jaguar L and Rover (JLR), a UK-based automotive manufacturer. An inductive, phenomenological approach was adopted in which JLR's Premiumness Research Programme (PRP) was used as a case study to build an understanding of the consumer's perception of luxury, to discover how to communicate this understanding within the business, and to determine how it could be integrated into the NPD process. A passive exploratory study was conducted to understand JLR's PRP work, to seek new insights about the nature of customers' reactions when evaluating luxury and premium cars, and to assess JLR's approach in conducting the PRP. An interventionist descriptive study was conducted to probe for deeper insights into how successful JLR's research and dissemination process had been within the company, to establish how the wider NPD community interacted with the data, and to develop and test new ideas and tools that enhanced the utility and accessibility of the PRP data. The research generated 58 Research Observations and 36 individual insights that challenged conventional wisdom about how the voice of the customer (VoC) can be captured and used in the NPD process. JLR's PRP methodology was revealed as a powerful multi-method technique for acquiring data about consumers' expectations of luxury automotive brands and products, their reactions when evaluating luxury and premium vehicles, and their emotional satisfaction with features and attributes of luxury and premium vehicles. Limitations in JLR's ability to process and operationalise such data lead to the development of a Premiumness Verbatims Database tool which enabled the wider NPD community to access the PRP knowledge in a safe and meaningful way by considering the translation and utility of subjective VoC data.

Download or read book Strategic Marketing Management written by Carol H. Anderson and published by . This book was released on 2000 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text offers comprehensive coverage of current marketing management concepts and issues such as globalization, information age economy, ethics, and the environment. Each chapter opens with a scenario that introduces students to the topic, a margin glossary throughout defines special terms, and end-of-chapter discussion questions and exercises test students' understanding of the material. The supplementary casebook, which may be used with any marketing text, provides timely, relevant studies of organizations in a wide range of industries.

Download or read book Marketing in Canada written by René Y. Darmon and published by . This book was released on 1989 with total page 994 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.