Page 14 - 11th Convergence Conference e-Booklet Draft

TEAM A3 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
CONSUMER BRAND AND QUALITY PERCEPTION OF BMW 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.

Pham Thi Thanh Thom Phone Htet Paing Santosh Painuly Kanyarat Sae-liu Khant Sithu Zaw

TEAM A4 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

CONSUMER BRAND AND QUALITY PERCEPTION OF BMW 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.

Gunnar Michael Donovan Jason How Fee Koy Yury Kasradze Fiona Tan Hooi Xin Sarah Jasmine