Page 8 - booklet 26

TEAM A3

CONSUMER BRAND AND QUALITY PERCEPTION OF BMW

Pham Thi Thanh Khant Sithu Zaw

Phone Htet Paing Santosh Painuly

Kanyarat Sae-liu

The main focus of this project is to learn and understand the market position of BMW in different regions in term of quality and
consumer trust. It also plan to focus on developing a methodology based on the factors that create the relationship between brand and
consumer’s purchase decision.
This project “Consumer Brand and Quality Perception of BMW” has come up with different analysis and evaluation of consumers’
perception and feedbacks on luxurious brand, BMW. This is considered to be our primary research and it will be done by conducting
survey on random people ( 50 per region ) in selected regions. But we will also be focusing on findings from article journals, and reports
which are secondary research of this project and doing this can support our primary analysis and strengthen our hypothesis.
According to our findings, we have derived a few conclusive facts. The consumer’s purchase decision towards the product is based on
how much did the product satisfy them in the past, and how much information the consumer has about the brand.

TEAM A4
CONSUMER BRAND AND QUALITY PERCEPTION OF BMW

Yury Kasradze Sarah Jasmine

Jason How Fee Koy Fiona Tan Hooi Xin

Gunnar Michael Donovan

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.