Consumer Behavior & Brand Image of Audi, BMW & Mercedes-Benz in France - Rajput, Ektaa;Shaikh, Zulkarnain
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The Purpose of this research was to identify what is the Consumer behavior and Brand Image of the famous leading German-trio namely Audi, BMW and Mercedes-Benz in France. The motive is to understand the factors that affect the Brand Image, how Consumer Behaviour is affected by the Brand Image and what is the consumer psychology of people in France when they go to buy a Premium Car. In the first half we talk about how we conducted a Survey in order to understand our consumers in a qualitative format. In the second half we analyze different concepts on the basis of the responses, draw…mehr

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Produktbeschreibung
The Purpose of this research was to identify what is the Consumer behavior and Brand Image of the famous leading German-trio namely Audi, BMW and Mercedes-Benz in France. The motive is to understand the factors that affect the Brand Image, how Consumer Behaviour is affected by the Brand Image and what is the consumer psychology of people in France when they go to buy a Premium Car. In the first half we talk about how we conducted a Survey in order to understand our consumers in a qualitative format. In the second half we analyze different concepts on the basis of the responses, draw conclusions and compare it with the Competitors and the Market. This will not only help in strategizing but also give a new outlook. Our overall approach was to understand what makes a brand what it is and how can marketers benefit from the results.
Autorenporträt
Los estudiantes del MBA-Marketing de la Escuela de Negocios de París, Ektaa Rajput, una ingeniera de software apasionada por los coches y Zulkarnain Shaikh, un petrolero, han trabajado con marcas como BMW, Porsche y Philips Automotive se unen para escribir este libro basado en la experiencia, la investigación y la realidad del mercado ignorando los estereotipos del mercado de la automoción premium