A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand Essay

A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand and UK - Essay Example Research shows that ?21.1 billion UK automobile market is in constant conflict with France and Italy (Done, 57). This makes it the second biggest European country in the automobile market after Germany. The African continent also has a number of states that are rated among this trading in luxury cars, led by South Africa. However, limitations in sales are based on the total business area or by local market situations, in addition to customer preference. As such, the general prosperity car market is undergoing social change with luxury brands appearing less primitive, less diverse and more comprehensive with the state of being improving. Because of this, there is increased competition between different car brands resulting into brand identity. As a result of continuous improvement in the car products, the outward look of an automobile plays a significant role in influencing the consumers’ decisions. Premium marquees like BMW, Lexus and Mercedes-Benz should develop qualities and values that show transforming social attributes, which affect clients psychologically, so that they retain their profitability in the automobile industry. This paper will look at consumer behaviour differences between Thailand and the UK, considering three brands of cars (BMW, Audi, and Mercedes Benz). Methodology What we Did For purposes of defining clients’ sensitivity towards luxury automobiles, a set of ideas variables that potential consumers of wealth cars might need was developed with permission from car dealers (Audi, Jaguar, Mercedes, Lexus and Volvo). This was done at London Motor show ’97 at Earl’s Court Exhibition. As such, a number of variables were established including reliability, quality, durability, safety,... A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand and UK As such, the general prosperity car market is undergoing social change with luxury brands appearing less primitive, less diverse and more comprehensive with the state of being improving. Because of this, there is increased competition between different car brands resulting into brand identity. As a result of continuous improvement in the car products, the outward look of an automobile plays a significant role in influencing the consumers’ decisions. Premium marquees like BMW, Lexus and Mercedes-Benz should develop qualities and values that show transforming social attributes, which affect clients psychologically, so that they retain their profitability in the automobile industry. This paper will look at consumer behaviour differences between Thailand and the UK, considering three brands of cars. For purposes of defining clients’ sensitivity towards luxury automobiles, a set of ideas variables that potential consumers of wealth cars might need was developed with permission from car dealers. This was done at London Motor show ’97 at Earl’s Court Exhibition. As such, a number of variables were established including reliability, quality, durability, safety, security, performance, efficiency, technology, and handling among other variables. These variables were done within the objective category. However, variables like value, style, comfort, prestige, image and visual impact were done on the basic model of subjectivity.