BMW Consumer Research Essay Example | Topics and Well Written Essays - 2500 words

BMW Consumer Research - Essay Example Pg 1 - You say that your quotation in para 1 comes from BMW - where We need the publication details here. Has this first sentence come from the BMW web site If so, this should be referenced and critiqued - company web sites are not objective and valid sources of data this comes from BMW.com as stated in the reference page (BMW 2006). You are not 'supposed' to type a .com in a paragraph citation. BMW is listed in the reference page as BMW.com. That is why we have citation and then you look at the reference page. That is where this information is at. The scope of this research is to define factors that influence BMW's brand and image with an inference to create a program that increases customer value, satisfaction and loyalty towards the BMW brand and image. This will be done by examining the external environment in relation to Kotler and Keller's Marketing Management (2006), where: The societal marketing concept holds that the organization's task is to determine the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being. Customer Relationship Management (CRM) is a met... This can be achieved by understanding the factors that influence consumer behavior and by building a trustful and committed reputation for BMW that is in alignment with consumer needs (Little and Marandi 2003). To create a program that will effectively increase consumer satisfaction, the research proposed is secondary literary research and the applications to BMW's environment. This will allow BMW to define potential consumer's perceptions and lifestyles and the manner in which these factors are affected by external engagement. This research will deal with the people who purchase from BMW as well as the external factors that effect their purchase behaviors. 1.3 Research Justification While the application of such things as internet and email based surveys are quite wide-spread and appropriate in most areas of marketing research, we can assume that implementing a research program based solely on the application of primary research and conclusions of statistical inferences will not allow for a subjective review and will only be based on the consumers collective responses to a question (Craig and Douglas 2000) This does two things, first it removes the possibility of consumer interpretations towards marketing research and secondly it is only representation of a single sample, in this case BMW's previous research has been gathered around the current customers, but not inherently dependant on cultural factors that engage or disengage a consumer behaviour in relationship to external forces. Pg 3 - how do you know that BMW currently has primary information on consumers Where did you get this from How can you state that BMW is lacking in subjective and theoretical resear ch If this is true, it needs substantiating: