An Investigation Into Consumer Behaviour Towards The Purchase Of New Luxury Cars In Two Culturally Distinct Countries
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An Investigation Into Consumer Behaviour Towards The Purchase Of New Luxury Cars In Two Culturally Distinct Countries
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Author : Jakrapan Anurit
language : en
Publisher:
Release Date : 2002
An Investigation Into Consumer Behaviour Towards The Purchase Of New Luxury Cars In Two Culturally Distinct Countries written by Jakrapan Anurit and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with categories.
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.
An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior A Focus On Marketing Communication German Luxury Car Brands
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Author : Fanny-Gabriela Kozicki
language : en
Publisher: GRIN Verlag
Release Date : 2012-03-06
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 has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-06 with Business & Economics categories.
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.
An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior
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Author : Fanny-Gabriela Kozicki
language : en
Publisher: GRIN Verlag
Release Date : 2012-03-13
An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior written by Fanny-Gabriela Kozicki and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-13 with Business & Economics categories.
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
Managing Globalization
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Author : Stefano Andi
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2016-05-11
Managing Globalization written by Stefano Andi and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-11 with Business & Economics categories.
Globalization stems from the verb “to globalize”, which embodies the concept of international interdependence and influence between various social and economic systems. In an increasingly globalized market environment, there is an impetus for many firms to look to foreign markets in order to maintain competitive advantage. Over recent years, it has been possible to see dramatic changes that have strong impacts on all businesses. Strategic process can provide an overall strategic direction to the management of an organization, and gives a specific direction to areas like financial strategy, marketing strategy, organizational development strategy and human resources strategy, in order to achieve success. Innovation is the foundation of economic growth and corporate prosperity. Finally, entrepreneurship provides all the necessary mobilization for this growth and prosperity. In this respect, this book provides scientific evidence and direction to businesses competing in the contemporary competitive and changing environment. As such, it is an essential reference source, building on the available literature in the field of globalization, strategic management and innovation use, while providing for further research opportunities in this dynamic field. The book presents research and paradigms that transcend classical theory in order to examine how business practice is positively affected by these conditions. Across a multitude of sectors and organisational types, scholars of different business specialisations set the theoretical foundations of contemporary thinking and present their practical implementations.
A Study On The Factors Influencing The Purchase Behaviour Of High End Luxury Lifestyle Products
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Author : Sandeep Bhanot
language : en
Publisher: Archers & Elevators Publishing House
Release Date :
A Study On The Factors Influencing The Purchase Behaviour Of High End Luxury Lifestyle Products written by Sandeep Bhanot and has been published by Archers & Elevators Publishing House this book supported file pdf, txt, epub, kindle and other format this book has been release on with Antiques & Collectibles categories.
Driving Factors Influencing Consumers Decisions On Purchasing Cars In Uae
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Author : Joyal Philip
language : en
Publisher:
Release Date : 2020-11-23
Driving Factors Influencing Consumers Decisions On Purchasing Cars In Uae written by Joyal Philip and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-23 with categories.
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 carmak
Global Observations Of The Influence Of Culture On Consumer Buying Behavior
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Author : Sarma, Sarmistha
language : en
Publisher: IGI Global
Release Date : 2017-07-13
Global Observations Of The Influence Of Culture On Consumer Buying Behavior written by Sarma, Sarmistha and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-13 with Business & Economics categories.
Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.
Ebook Marketing Research
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Author : CHISNALL
language : en
Publisher: McGraw Hill
Release Date : 2004-11-16
Ebook Marketing Research written by CHISNALL and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-11-16 with Business & Economics categories.
EBOOK: MARKETING RESEARCH
International Marketing
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Author : Sak Onkvisit
language : en
Publisher: Routledge
Release Date : 2009-05-07
International Marketing written by Sak Onkvisit and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-07 with Business & Economics categories.
A key text examining the theory and strategy of marketing in a global context, this acclaimed text uses academic rigour rather than anecdotal evidence. The new edition features key new data, updated case studies, and a revised companion website.
Consumer Behaviour
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Author : Leon Schiffman
language : en
Publisher: Pearson Higher Education AU
Release Date : 2013-10-15
Consumer Behaviour written by Leon Schiffman and has been published by Pearson Higher Education AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-15 with Business & Economics categories.
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.