Consumer Brand and Quality Perception of BMW
Fiona Tan Hooi Xin, Mehan Lategan Jason How Fee Koy, Gunnar Michael Donovan Yury Kasradze, Sarah Jasmine
Consumer brand perception is one of the most critical aspect that influences customer’s purchasing decision on an automotive brand such as BMW. Therefore, the aim of our project is to identify and understand consumer’s perception of BMW in terms of automotive factors such as Quality, Design or Style and Innovation or Technology. To prove our hypotheses, we have conducted both primary and secondary research. Our primary research consisted of a constructed survey that will be distributed to 100 car consumers in United States of America, Canada, Malaysia and Singapore. This survey will help us to understand the role of those factors in consumer’s perception from those specific countries. Our secondary research aim is to gather knowledge about how automobile factors affects consumer’s perception from literature articles. Furthermore, the survey data will be collected and analysed for statistical purposes.
The knowledge gained from the survey’s result will then be applied to generate recommendations that could help BMW to improve their current and future marketing strategies to make them more efficient.
