StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

The Customer Behaviour Towards Hybrid Cars in the UK - Dissertation Example

Cite this document
Summary
The following paper dwells on the UK customers' attitude towards hybrid cars. It should be pointed out that hybrid cars have not attracted a customer base and, indeed, have hardly had an effect on consumer’s automobile preferences. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97% of users find it useful
The Customer Behaviour Towards Hybrid Cars in the UK
Read Text Preview

Extract of sample "The Customer Behaviour Towards Hybrid Cars in the UK"

Download file to see previous pages

References 82Appendix A: Questionnaire 88AcknowledgementWithout the continued emotional and financial support provided by my parents, I may have not reached the end of this journey. During my studies there were times when work commitments and intermittent financial stress made me believe that I would not be able to see this journey through. It was during these times, and many others, that my parents' words of encouragement and their confidence in my ability gave me the motivation to persist.

No words of thanks can adequately express the depth of my appreciation and love.I would also like to seize this opportunity to personally thank my supervisor -----. I cannot express the extent to which his support and understanding allowed me to reach the end of this journey. His encouragement, support, understanding and, above all, his prompt, constructive and greatly appreciated criticism and feedback, were invaluable to the research, writing and completion of this study. Thank you.AbstractThe area of brand equity has received significant research attention in recent years.

An emerging debate addressed whether brand equity should be considered from a consumer-oriented perspective or a market performance-oriented perspective. While current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should be measured and what constructs should be included in the measurement process. Therefore, there is an urgent need to identify and operationalize brand equity constructs in a way that allows researchers to empirically measure them, and effectively analyze the key factors associated with brand market performance.

This study attempts to bridge this gap in the literature by defining and operationalizing specific brand. The area of brand equity has received significant research attention in recent years. As a result, current marketing research attempts to conceptualize, measure, and manage brand equity in a way that drives brand market performance, and helps firms in strategic decision making. Aaker (1991) proposed nine main issues to consider while analysing brand equity: 1) identifying the basis of brand equity; 2) creating brand equity; 3) managing brand equity; 4) forecasting the erosion of equity; 5) the extension decision; 6) creating new names; 7) complex families of names and sub-names; 8) brand equity measurement; and 9) evaluating brand equity and its component assets.

Keller (1993) posited that companies are motivated to study brand equity for two reasons: one is financially-based to estimate the value of a brand more precisely for financial reporting purposes, and the other is strategy-based to improve marketing productivity. He argued that evaluating the brand in the minds of consumers is a prerequisite for brand market performance. Such a link is a core component of this study's proposed models. Also, an emerging debate has started to address whether brand equity should be considered from a consumer-oriented perspective or a market performance-oriented perspective.

Motameni and Shahrokhi (1998) recognized the confusion and disagreement in conceptualizing and defining brand equity, and they also identified two perspectives or schools of thought: the marketing perspective and the financial accounting perspective.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Customer Behaviour Towards Hybrid Cars in the UK Dissertation”, n.d.)
Retrieved from https://studentshare.org/business/1531885-the-customer-behaviour-towards-hybrid-cars-in-the-uk
(The Customer Behaviour Towards Hybrid Cars in the UK Dissertation)
https://studentshare.org/business/1531885-the-customer-behaviour-towards-hybrid-cars-in-the-uk.
“The Customer Behaviour Towards Hybrid Cars in the UK Dissertation”, n.d. https://studentshare.org/business/1531885-the-customer-behaviour-towards-hybrid-cars-in-the-uk.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Customer Behaviour Towards Hybrid Cars in the UK

Effectiveness of Strategic Marketing and Recommendations for Ford Company

The paper "Effectiveness of Strategic Marketing and Recommendations for Ford Company" states that if Toyota recovers, Ford should have already established its new products such as the hybrid Edge, to truly gain an edge on the basis of product superiority and popularity.... Introduce 2013 hybrid Edge into Chinese, European and US markets 4.... Build awareness and increase sales of all Ford hybrid automobiles Financial Goals 1....
6 Pages (1500 words) Research Paper

Global Marekting and Ethics

The term “world cars” mean that several automobile multinational companies like Ford, General Motors, and Toyota during that time targeted to sell cars in a same design produced in their centralized units in their overseas global market with a perspective that it would reap them huge benefit over their cost coverage.... In this world of perfect competition, continuous innovation is ushering among the companies for building up new design of cars.... In 1980s and 1990s the main thrust of the automobile companies was to produce so called “world cars”....
6 Pages (1500 words) Coursework

Market Segmentation: Step-By-Step to Profitable New Business

The mature automotive markets in US and uk are expected to converge with the emerging markets like that of China and India in terms of the needs and wants of the consumers regarding safety, reliability, and quality.... The paper "Marketing" describes Bayerische Motoren Werke AG (BMW) is considered one of the leading manufacturers of premium cars and motorcycles.... As discussed earlier BMW is known for its luxury cars and primarily targets the premium market segment to generate its revenues....
5 Pages (1250 words) Essay

The Role of Toyota in the Automobile Industry

The fuel efficiency of the car has made it one of the most popular new generation cars the uk as well (Hoque, Faruque,... It has its dominance in nearly five continents as it has sold nearly 9 million cars.... The Toyota cars have over the years delivered assured superior quality with various cars category.... Toyota offers cars for varied segments wherein a few are multi premium vehicles, luxurious cars and hybrid/green cars....
10 Pages (2500 words) Essay

Synopsis of a Contemporary Strategic Issue

A competitive industry… Toyota introduced the fuel-efficient cars with hybrid engines with easy-finance options and long-term warranties (Henry, 2005).... Fertility of technology: The firm has always prided itself in being leaders in innovation but the cars rolled out recently have problems with brakes.... Toyota Prius (the hybrid vehicle) has developed problem with brake pedals that refuse to open (The Economist, Feb 9, 2010) and 440,000 vehicles would have to be called back....
4 Pages (1000 words) Essay

Communication in Business

BMW strictly respects the law of the country where it operates and maintains honesty and integrity towards the employees and stakeholders.... BMW is well aware of the responsibility towards environment and thus their products of vehicle are designed in such a way that it causes less impact on the environment.... The professional behaviour of BMW reflects from their principles which are shown at their websites.... Experience and efficacy in dealing with environmental issues place BMW in a good position to provide recommendation to the… Principle 8 states “Undertake initiatives to promote greater environmental responsibility” and principle 9 states “Encourage the development and diffusion of environmentally friendly BMW conducts its business as a genuine professional and care for its customer with respect by assuming it as their responsibility....
4 Pages (1000 words) Essay

Consumer Decision Making Process: Purchase of a Car

Understanding this process allows business to… the uk auto market is dominated by key players like Nissan, Honda and Toyota (SMMT, 2013), with smaller firms competing over the rest of With a 10.... % increase in overall auto purchase in first half of 2014 (Monaghan, 2014), it is important for the firms to understand their target customers and develop specific marketing plans directed towards them in order to persuade them away from other bands and towards the home brands....
8 Pages (2000 words) Essay

Land Rover and its Business System

The company works from Solihull, West Midlands, and the uk.... The project has got the grand welcome by the uk government by a stimulus package of £27 million in the month of April, as a support to the uk auto industry whose sales has gone down by 30% in the second half of 2008 and as per the analysis report the situation yet takes some more time to get back to the same level.... It has the operation in United States, Middle East, uk, Russia, Italy, France, and South Africa....
12 Pages (3000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us