Dissertation Car Market Buying Behavior Study Consumer Perception

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It is of crucial importance to highlight the fact that a brand image does not pertain only to the visual and physical characteristics that a brand exhibits, but also all of the emotional and non-tangible reactions it provokes in the consciousness of the potential customer (Franzen & Moriarty, 2009, p.19).

Obviously, the symbols and trademarks, products and services, core values and key competences of the brand all play a significant role in the formation of the brand image, due to the fact that they are physical projections of what a brand stands for, hence provide the standpoint for the creation of the client’s perception.

The results have clearly identified not only the bastion elements of each manufacturer’s brand image and have categorically manifested the fact that consumer behavior in the premium segment is predominantly affected by the brand’s images of quality, luxury and style, but that their buying decisions are also coordinated greatly with the perception of given vehicle’s image by society.

The second goal of this paper was to draw upon the attained conclusions in order to be able to potentially relay a certain amount of information to these manufacturers about the exceptional significance of their brand image and suggest possible ways to maintaining and exploiting it to retain current customers and attract new ones.

Brand image is essentially the reputation of a brand, and is a representation of the attributes, appeal, heritage, values and benefits of a certain brand, in the eyes of the customer.

Dissertation Car Market Buying Behavior Study Consumer Perception

As such, it is something developed and strengthened over time and applied almost without exception to all of the products and services offered by the brand.Regardless of what country a person lives in, almost everyone has access to a huge amount of choice when it comes to manufacturer availability, able to easily see, test, purchase, run and service vehicles of all possible origins, and so it therefore becomes apparent that such a heavy market saturation is likely to result in a large amount of complication when it comes to manufacturer and model differentiation.Nonetheless, three brands always enjoy the largest amount of interest and desirability, and stand out above the others – Audi, BMW and Mercedes-Benz.We use cookies to make interactions with our website easy and meaningful, to better understand the use of our services, and to tailor advertising.For further information, including about cookie settings, please read our Cookie Policy .Even though a large number of patents and intellectual property protection measures are taken to ensure that the technology developed by individual car companies, it is unlikely that any mechanical or tangible aspect of their vehicles is the aforementioned resource or competence.For that reason, this study will follow the supposition that the three brands’ soft skills, namely their brand images, are in fact the inimitable resource that the German trio possesses and grants them market segment dominance.This study hypothesizes that they key strength behind the success of Audi, BMW and Mercedes-Benz lies in their brand images, and that the value of those images is the most influential factor in swaying the customer’s buying behavior in favor of the three marques.Brand image is one of the most important concepts in this literature review, as it is one of the focal points of this dissertation.Various techniques that can be employed are often the different types of marketing and promotional campaigns that brands embark on in an attempt to strengthen, focus, narrow, widen and sometime redefine certain aspects of the brand image (Sengupta, 2005, p.138), as it is arguably the most influential factor when it comes to differentiation from the competition – often an invaluable asset, especially in highly competitive markets (such as the automobile industry).Despite this, brand image is still based on personal or social customer perception and opinion, therefore significantly diminishing the ability of the brands to be able to alter already established brand images through various demonstrations.


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