The Impact of Price Changes on the Brand Equity of Toyota in Saudi Arabia - Essay Example

A qualitative case study is chosen for accomplishing the objectives of this study since it emphasizes the experiences and perspectives of the consumers who have purchased Toyota vehicles or other similar vehicles in Saudi Arabia. In this regard, a qualitative study involves the exploration of a specific social setting or phenomenon involving the collection of “detailed, in-depth data” from multiple sources including interviews, observations, open-ended questionnaires and secondary data such as reports and records (Creswell, 2009, p. 43). A qualitative case study allows for an “analysis of a” specific “phenomenon” which may be programs, institutions, individuals, or social groups (Merriam, 2009, p. x). Since this study involves the collection of data relative to the experiences and perspectives of Toyota consumers in Saudi Arabia relative to price changes and their impact on brand and value, this study is a qualitative case study.

Specifically, this study investigates a bonded system. Choi and Hong (2002) conducted a qualitative case study using in-depth, semi-structured interviews among managers in Acura, Honda and Daimler Chrysler to determine the impact of operations cost on the structure of the supply network. In this regard, a qualitative case study was useful for gaining an understanding of how cost influenced the behavior of those directly impacted by costs. Likewise, my case study seeks to determine the impact of price changes on the behavior of consumers who are directly impacted by price changes.

Beach, Muhlemann, Price, Paterson and Sharp (2001) argue that any research that can impact production channels and management decisions in production management is best suited to qualitative studies. This is because quantitative studies, particularly with respect to longitudinal studies and close-ended surveys and questionnaires do not provide the kind of in-depth information that allows detailed insight into the phenomenon of production. Production is a complex venue requiring the kind of profound insight that allows for flexibility.