'An investigation in to why consumers may choose to buy a BMW as Essay

An investigation in to why consumers may choose to buy a BMW as oppose to another brand of railroad car this could connote examinin - Essay ExampleAn insight into the BMW brand BMW brand seeks to convey the message to consumers that BMW means the ultimate cause machine, and influence the behavior of the consumers. BMW has been successful in creating awareness and esteem value of its cars and streng thereforeed its position in the market over the period of time. BMW is synonymous with luxury car and treated as status token by the consumers. The brand equity has been built by branding efforts highlighting quality and excellence in performance of its products on a continuous basis. An overview of consumer behavior and the buyer finis making process This slit bequeath study and analyze the consumer behavior and its importance in marketing and give an overview of the buyer decision making process in relation to BMW cars. Cars are usually not purchased very often and greet a large amount of money making them high investment purchases. Problem Recognition The consumer postulate a car to travel socially and/or for work purposes/commuting the need for a car is most likely an active problem (i.e. the consumer is aware that he/she needs a car) Information hunt club Potential customer researches different makes and models of cars and may look in to indirect competition such as public transport or bicycles. Evaluation of Alternatives The consumer will narrow the choices down until he/she come to a decision the consumer will normally narrow down from makes that they are aware of, then ones that they would consider buying, then down to a small choice until they come to a decision. Purchase Decision The consumer will live with in to account what their family and friends think of the car that he/she has decided to buy consumers will also asses the risks snarled with the purchase such as the financial and social risks. Post Purchase evaluation After acquire, custo mers will continue to evaluate the car, this stage is vital to ensure future sales and promote brand faithfulness for BMW. Effective after sales service plays an important role in enhancing the customer satisfaction. Symbolic phthisis Purchases carry symbolic meanings and can satisfy individual, social, or cultural needs. Driving a car that is comprehend to be sporty, luxurious and exclusive can promote individualism and self esteem. Self-concept attached to the product helps to pass water the users identity. In order for conspicuous consumption to be rewarded and thus maintained in society, individuals must attach symbolic meaning to products that infer something slightly their owner. This tendency to attach meaning to products is referred to as symbolic consumption. (Belk, Bahn and Mayer 1982 Belk, Mayer and Driscoll 1983). Symbolic consumption involves the owner as an encoder trying to communicate something about themselves through purchasing a product and a decoder who under stands the symbolic message for example consumers may purchase an costly car such as a 7-series BMW to show that they are well-off although demographics such as age, grammatical gender and social class effect individuals ability to form impressions about owners of cars. Research shows that childrens ability to make inferences about others based on product ownership