Page 7 - Booklet 24

TEAM A1

EVENT ORGANISER

Arjuna Shamkumar Yongsu Lee Fadni Harisyam

Cuong Nguyen Jung Kyoung Lee Noppadol Arunjaratham

TEAM A2

THE BMW CONSUMER BRAND CASE: PERCEPTION FROM ASIAN DEVELOPING COUNTRIES

Tee Zhi Jie Chen Xiao Han

Htoo Htet Aung Kong Wen Yao

Pathustan Bhakdinarinath

Chu Thach Thao

Our project main objectives are to investigate the perspectives on BMW cars in term of logo and performance based on
respondents’ gender and culture as well as to seek for their behavior towards the BMW recall recently. The focus has been on
(1) Primary data resources such as journal articles, books and media resources (2) Descriptive questionnaire survey which
respondents are selected randomly from Asian developing countries such as Malaysia, Thailand, Vietnam, Myanmar and
China. In our findings, we emphasis on articles those are relevant to Hofstede cultural dimensions, Asian visual of arts, color
and shape perception along with how product recall affects customers purchase intention. A mixed research design of
quantitative and qualitative was used in this study. The sampling size that our group targeted is 300 respondents in order to
satisfy the objectives supporting by the precise data and detailed respondents’ information.