Page 12 - 11th Convergence Conference e-Booklet Draft

TEAM A3

CONSUMER BRAND AND QUALITY PERCEPTION OF BMW

Pham Thi Thanh Thom 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.