Exploring customer attitudes on BMW

Table of Contents

• Introduction
  • Objective of the Study
  • Purpose of the Study
• Background of Study
  • Conceptual Framework
  • Theoretical Foundation
  • Development of Research Questions
  • Hypotheses Development
• Research Methodology
  • Information Needs and Data Collection Methods
  • Development of Questionnaire
  • Sample Design
• Data Analysis and Findings
  • Descriptive Statistics
  • Results from Quantitative Research
  • Other Findings
• Conclusion
  • Discussion
  • Limitation of Study
  • Future Research
• References

Objectives and Key Themes

This study aims to analyze brand attitudes, customer satisfaction, and brand loyalty towards BMW. It uses quantitative research methods to investigate the brand equity of BMW by examining awareness, brand image, and customer perceptions.

• Brand awareness and recall among existing and potential customers.
• The image of BMW and its association with specific attributes.
• Factors influencing customer satisfaction, such as perceived customer service, quality, innovation, technology, and price.
• The relationship between customer satisfaction and brand loyalty, including repurchase and attitudinal loyalty.
• The potential for expanding the target market and optimizing the product line.

Chapter Summaries

The first chapter introduces the study's objective and purpose, setting the stage for exploring brand attitudes and customer loyalty towards BMW. Chapter two dives deeper into the theoretical framework, building a foundation for understanding brand equity and its application to the automotive market. This chapter also outlines the development of research questions and hypotheses. Chapter three delves into the research methodology, explaining the data collection methods, the survey design, and the sample selection process. Chapter four presents the findings of the study, showcasing descriptive statistics and insights from the quantitative research. This chapter also highlights other notable findings from the analysis. The final chapter, while not included in this preview, would discuss the study's conclusions, limitations, and potential avenues for future research.

Keywords

This case study focuses on the analysis of brand attitudes, customer satisfaction, and brand loyalty towards BMW. It delves into the concept of brand equity, exploring its creation and application to the automotive market. Key concepts include brand awareness, brand image, customer service, perceived quality, perceived innovation, perceived technology, perceived price, repurchase loyalty, attitudinal loyalty, and target market expansion.