Overview of Audi A4, BMW 3 Series - Case Study Example

Secondary data research part 2 Overview of Audi A4 Audi A4 is a sophisticated and luxurious car. AudiA4 has smart equipments which facilitates its users to drive smoothly. The car provides different types of benefits to its users with its high tech gadgets. The company has updated the car models which have made it highly competitive. Audi A4 car models are one of the best and winning models of Audi’s car. These cars are highly priced as a result the cars are used to show premium status. The cars have attractive interior which provide comfortable experience to its users. These cars are desired by people for their high performance. These high tech cars give strong competition to other cars of this category. The materials used in these cars are of high quality. Audi A4 is admired for its premium image and its sophisticated looks. The cars have wide range of safety kits within its body. Audi A4 cars are available in the market with four specifications. The price of the cars varies as per the specifications. Overview of BMW 3 series BMW 3 series has different types of sedan cars. This type of cars is also known as high performance sports car. BMW 3 series provides memorable driving pleasure to its users. This series of BMW includes many types of luxury and sports car. The cars of this series are designed to satisfy the desires and needs of its customers. Cars of BMW 3 series consume less quantify of fuel compared to other car of this category. The cars of this series have powerful engines which ensure to travel them very far. The elegant look of BMW 3 series cars attracts many customers. The cars of this series are characterized with spacious body. Performance of this type of car is very good. Cars of BNW series 3 can be handled easily. They are very much user friendly. The automatic system incorporated within these cars provides many facilities to its users. Those facilities help them to drive smoothly. Consumer demographics of Audi A4 Demographics factor plays a vital role in influencing the buying behavior of customers. The demographic factors of the consumer contributing in the purchase of Audi A4 are as follows: Gender: Cars of Audi A4 are mainly purchased by female than male. Therefore this series of cars have large number of female buyers. Audi A4 has 65% of female buyer and 34% of male buyers. Age: Large number of young customers purchases Audi A4 cars. The age group of this customer is between 16-35 years. Maximum buyers of these cars are below the age of 56 years. Race: People from different races purchase this car. It has a narrow customer based which cannot be divided on the basis of race. Education: The customers of Audi A4 are educated. In the developed countries mainly the college going students purchase cars of this series. In the developing countries well established professional purchase these cars (Henry, 2008). Income: The income level of Audi A4 customers is high. The cars of this series are highly priced. For this reason the people earning high income can only purchase this type of car. Consumer demographics of BMW 3 series Consumer demographics of BMW 3 series are slightly different from Audi A4. The demographic factors of BMW 3 series customers are as follows: Gender: BMW 3 series cars are mainly purchased by male than female. This car series has few female buyer and large number of male buyers. Race: BMW 3 series cars do not focus on the race of its customers. Any person having sufficient money can purchase this car irrespective of their race. Age: Young adults are the targeted customers of BMW 3 series cars. The age group of BMW 3 series starts from 26 years and continue up to 35-40 years. Education: In the western countries education level of the people using BMW 3 series cars are not very high. They are not always highly qualified. In the developing countries of the world the education level of the people using these cars are high. Overall the customer base of this car is educated. Income: BMW 3 series cars are not so much highly priced when compared to other luxury cars. In the developed countries people earning moderate income can afford BMW 3 series cars. In developing countries the people earning huge income purchases these cars. Consumer psychographics of Audi A4 Cars of Audi A4 series are highly priced. The targeted customer base of Audi A4 has some specific psychographic factors. The person who prefers luxury cars is the targeted customer of this car. The customers of Audi A4 purchase these cars to show off their status symbol. As the A4 cars of Audi are priced high therefore purchasing this car will enhance the position of the customer in the society. The customers of Audi A4 cars prefer to drive long distance. Education level of Audi A4 customers is high (Joshi, 2005). The customers of this product lead a high profile lifestyle. They spent more on luxury products. Appearance and the facilities provided by the car are more important to the customers of this car rather than its price. The people who purchase Audi A4 cars are very much tech savvy. Consumer psychographics of BMW 3 series The person who has interest in sports and luxury cars is the targeted customers of BMW 3 series cars. The customers of BMW 3 series cars are either involved in any profession or pursuing any degree. This type of cars of BMW has many features of sports car. The person who cannot afford sports car, purchases BMW 3 series cars. People belonging from upper middle class and upper class mainly purchase this type of cars. Therefore they have a positive attitude towards purchasing luxury cum sports cars. Customers of BMW 3 series cars are highly ambitious and successful. They live a healthy and active lifestyle. Individuals having strong personality purchase these cars. The person who drives BMW 3 series cars has specific feelings and requirements about driving (Onkvisit and Shaw, 2009). He tends to focus more on the brand value. Generally the customers of these cars are loyal to the product. Summary of difference and similarities Audi A4 and BMW 3 series deal with specific set of targeted customers. There are some similarity and difference between the customer bases of both of these products. Similarities The cars of both Audi A4 and BMW 3 series are high end luxury product. A specific group of people are the target customer of these cars. Customers of these cars focus more on the luxury provided by the car rather than its price. People earning good amount of money purchase these cars. The age group of the customers purchasing Audi A4 and BMW 3 series cars is almost similar. A large number of young people purchase these cars. People belonging from different race can buy these cars. Customers of both of these cars focus more on their status symbol. Differences Audi A4 customer base is characterized with many female buyers whereas the customer base of BMW 3 series is dominated by male buyers. In general the customers of Audi A4 are more educated than the customers of BMW 3 series. The cars of Audi A4 are highly priced than that of BMW 3 series cars (Fuchs and Shapira, 2005). Therefore the income level of the customers purchasing Audi A4 is higher than the customers purchasing BMW 3 series cars. In many countries the education level of Audi A4 customer is higher than the customers of BMW 3 series cars. The people purchasing Audi A4 focuses more on safety and technological issue. But the customers of BMW are interested in sports. They focus more on speed of the cars than other features. Hypothesis and discussion Generally high profile people purchase the cars of Audi A4. They have the tendency to purchase high end products like iphone etc. The customers of both Apple iphone and Audi mostly belong from the same status of the society. The people buying these products have high income level. Therefore they spend more on luxury products. The targeted customers of iphone purchases products to show their status symbol. The cars of Audi A4 are also used to show off status. So the customers of iphone can be potential customers for these cars. The people using iphone are very much tech savvy. The cars of Audi A4 have high technology within it. So the people driving these cars need to be technologically advanced. People using iphone can handle these cars easily. So they can be appropriate customers for these products. There are many similarities between the people using Samsung Galaxy S and BMW 3 series cars. Samsung Galaxy S has almost similar features like Apple iphone but its price is lower than iphone. Similarly the features of BMW 3 series cars and Audi A4 cars are almost same (Mcfarlin and Sweeney, 2008). But the price of BMW series cars is lower than Audi A4. Therefore the customer of BMW 3 series cars and Samsung Galaxy S desire to buy top luxurious products but they can afford middle ranged luxury products. Mainly young adults purchases Samsung Galaxy S. The targeted customers of BMW 3 series are also young adults. Therefore the customers of Samsung Galaxy S can be the potential customers of these cars. References Fuchs, G. and Shapira, P. (2005). Rethinking regional innovation and change: path dependency or regional breakthrough. New York: Springer. Henry, A. (2008) Understanding Strategic Management. London: OUP. Joshi, R. M. (2005). International marketing. New York: Oxford University Press. Mcfarlin, D. B., and Sweeney, P. D. (2008). International management. New Delhi: Dreamtech Press. Onkvisit, S., and Shaw, J. (2009). International marketing: strategy and theory. 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