Exploring Customer Attitudes On Bmw

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A Case Analysis Exploring Customer Attitudes On Bmw

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Author : Marion Maguire, geb. Weiler
language : en
Publisher: diplom.de
Release Date : 2006-02-09

A Case Analysis Exploring Customer Attitudes On Bmw written by Marion Maguire, geb. Weiler and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-02-09 with Business & Economics categories.

Inhaltsangabe:Abstract: Giving the powerful means of branding and brand-based differentiation for creating and sustaining a competitive advantage especially in highly competitive markets such as the automobile market, this study explores brand attitudes of existing and potential customers towards the brand BMW. Moreover, this study analyzes the level and source of customer satisfaction as well as the level and source of customer loyalty of existing and potential customers. While this study considers five different factors for the degree of customer satisfaction, there is only one factor considered for the degree of brand loyalty. The factors considered for customer satisfaction are perceived customer service, perceived quality, perceived innovation, perceived technology and perceived price, while the factor considered for brand loyalty is customer satisfaction itself. The analysis of brand loyalty distinguishes between repurchase loyalty and attitudinal loyalty, former being analyzed for existing customers and latter being analyzed for potential customers. The results indicate that (1) BMW has a high level of awareness, both in recognition and recall, (2) the image of BMW is favorable, strong and relevant, and (3) BMW is mainly associated with performance and style by existing customers and status by potential customers. Despite these overall positive results, weaknesses were identified, that contain opportunities for BMW. The regression analysis indicated that there is a strong positive correlation between customer satisfaction and perceived customer service and perceived innovation for existing customers and a strong positive correlation between customer satisfaction and perceived customer service, perceived innovation and perceived price for potential customers. Furthermore, the regression analyses indicated that there is a strong positive correlation between customer satisfaction and brand loyalty, both in form of repurchase as well as attitudinal loyalty. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. More and more companies have come to the realization that one of their most valuable assets is the brand name associated with their products. Highly competitive markets like the automotive market make powerful brands essential to accomplishing growth. By using the underlying concept of brand equity, this paper investigates in which areas brand equity has been created for the [...]

A Case Analysis

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Author : Marion Maguire
language : en
Publisher: GRIN Verlag
Release Date : 2007-08

A Case Analysis written by Marion Maguire and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-08 with Business & Economics categories.

"1.1 Objective of the Studies[.] The objective of this research paper is to find out attitudes of US consumers towards the brand BMW. Specifically, the objective is to uncover associations and attitudes of existing and potential customers towards the brand BMW. Furthermore, the objective of this study is to explore customer satisfaction and brand loyalty for existing customers, while to investigate willingness to purchase, expected satisfaction and attitudinal loyalty for potential customers. This paper will begin by introducing the concept of brand equity and what makes a strong brand. Furthermore, the researcher will discuss why building a strong brand equity is a competitive advantage in the marketplace, especially in highly competitive markets like the automotive markets."--GRIN Publishing GmbH website, viewed 31 May 2010.

Bmw Exploring Customer Attitudes

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Author : Marion Weiler
language : en
Publisher:
Release Date : 2005-01-03

Bmw Exploring Customer Attitudes written by Marion Weiler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-03 with categories.

Giving the powerful means of branding and brand-based differentiation for creating and sustaining a competitive advantage especially in highly competitive markets such as the automobile market, this book explores brand attitudes of existing and potential customers towards the brand BMW. Moreover, this book analyzes the level and source of customer satisfaction as well as the level and source of customer loyalty of existing and potential customers.

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.

Exploring Employee Relations

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Author : Mike Leat
language : en
Publisher: Routledge
Release Date : 2012-10-12

Exploring Employee Relations written by Mike Leat and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-12 with Business & Economics categories.

'Exploring Employee Relations' provides students without previous knowledge of the subject with a good grounding in the theory and practice of employee relations. The practical business element is combined with academic underpinning in a student friendly style, emphasising the real-life nature of the subject matter and using learning features such as: * Objectives * Examples and Case Studies * Review and Discussion Questions * Chapter Summaries Straightforward and accessible, Exploring Employee Relations is aimed at students who are taking the subject for the first time. The structure is clear and logical, leading the newcomer through the topics in a way to maximise comprehension. Key issues are highlighted and supported by a small case or example from business. Chapters are structured to enable progressive learning with a logical development of the content. Each chapter ends with a summary of the key points met in the text and these are further reinforced by review and discussion questions, with answers and feedback on the activities included at the end of the book. The chapters are grouped thematically into parts and longer case studies are included that are suitable for assignment and seminar work. The text is accompanied by a lecturer's handbook.

Social Metacognition

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Author : Pablo Briñol
language : en
Publisher: Taylor & Francis
Release Date : 2012-04-27

Social Metacognition written by Pablo Briñol and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-27 with Psychology categories.

Metacognition refers to thinking about our own thinking. It has assumed a prominent role in social judgment because our thoughts about our thoughts can magnify, attenuate, or even reverse the impact of primary cognition. Metacognitive thoughts can also produce changes in thought, feeling, and behavior, and thus are critical for a complete understanding of human social behavior. The present volume presents the most important and advanced research areas in social psychology where the role of metacognition has been studied. Specifically, the chapters of this book are organized into four substantive content areas: Attitudes and Decision Making, Self and Identity, Experiential, and Interpersonal. Each section consists in several chapters summarizing much of the work done in recent decades on critical topics, such as attitude strength, persuasion, bias correction, self-regulation, subjective feelings, embodiment, and prejudice, among others. This book also emphasizes interpersonal aspects of metacognition as they play an essential role in close relationships, groups, consumer and clinical interactions. Each chapter is written by an expert in the field, and presents a state-of-the-art view of the many ways metacognition has been examined by social psychologists.

Essentials Of Marketing

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Author : Edmund Jerome McCarthy
language : en
Publisher: Irwin Professional Publishing
Release Date : 1994

Essentials Of Marketing written by Edmund Jerome McCarthy and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.

The Sage Handbook Of Applied Memory

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Author : Timothy J Perfect
language : en
Publisher: SAGE
Release Date : 2013-12-18

The Sage Handbook Of Applied Memory written by Timothy J Perfect and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-18 with Psychology categories.

A fabulous collection of essays on memory in the real world. The leading scholars have been assembled to produce a volume that is intellectually rich, up-to-date, and truly important. - Elizabeth F. Loftus, Distinguished Professor, University of California, Irvine "An invaluable resource for anyone wishing to access the current state of knowledge of, or contemplating research into, the growing area of applied memory research." - Graham Davies, Editor, Applied Cognitive Psychology The SAGE Handbook of Applied Memory is the first of its kind to focus specifically on this vibrant and progressive field. It offers a broad and comprehensive coverage of recent theoretical and empirical research advances in the psychology of memory as they apply to a range of applied issues, and offers advanced students and researchers the opportunity to survey the literature in the psychology of memory across a range of applied domains. Arranged into four sections: Everyday Memory; Social and Individual Differences in Memory; Subjective Experience of Memory; and Eyewitness Memory, this handbook provides a comprehensive summary and evaluation of scientific memory research as well as theory in a broad range of applied topics including those in cognitive, forensic and experimental psychology. Brought together by world-leading scholars from across the globe, The SAGE Handbook of Applied Memory will be of great interest to all advanced students and academics with an interest in all aspects of applied memory.

Brand Management

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Author : Jaywant Singh
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-05-03

Brand Management written by Jaywant Singh and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-03 with Business & Economics categories.

How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.

The Bmw Century 2nd Edition

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Author : Tony Lewin
language : en
Publisher: Motorbooks International
Release Date : 2022-07-19

The Bmw Century 2nd Edition written by Tony Lewin and has been published by Motorbooks International this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-19 with Technology & Engineering categories.

The BMW Century details more than one hundred years of BMW from its historic aviation roots to today’s trend-setting cars and motorcycles.