Identyfikacja wizerunku marki luksusowej
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Data
2013-07-14 22:51:54
Autorzy
Tytuł czasopisma
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Abstrakt
Niniejsza praca poświęcona jest próbie identyfikacji wizerunku marek luksusowych na podstawie dwóch marek wybranych przez autora, tj. Mercedes - Benz i BMW oraz postaw, jakie wykazują konsumenci na rynku samochodów luksusowych, a także próba potwierdzenia tezy, iż wyżej wymienione marki wybierane są przez osoby, które utożsamiają się z postrzeganiem tychże marek na rynku. W tym celu, w maju 2013 r. przeprowadzone zostało badanie mające formę pisemnej ankiety składającej się z trzydziestu pytań zarówno otwartych jak i zamkniętych. Grupę respondentów stanowiło stu dwudziestu właścicieli samochodów z segmentu aut luksusowych, zamieszkujących różne regiony Polski. Zostali oni poproszeni o anonimowe wypełnienie ankiet. Aby móc wyciągnąć wnioski, dokonano analizy udzielonych przez ankietowanych odpowiedzi, pod względem częstotliwości ich występowania. W wyniku przeprowadzonych badań można stwierdzić, że istnieje korelacja pomiędzy wizerunkiem samochodu a sposobem bycia konsumentów, samochody marki Mercedes – Benz częściej wybierane są przez osoby rozważne i starsze, natomiast BMW przyciąga młodych lubiących prędkość konsumentów.
The purpose of this thesis was to determine and identfiy the image of luxury cars like Mercedes-Benz and BMW customer’s image of luxury cars and confirm the thesis hat the above mentioned brands are bought by people who identify themselves with the perception of these brands on the market, doing research and to find out the customer’s preferences for several categories of products: in this case I focused on exclusive luxury car. In that case, in May 2013, the research was conducted in the form of a written questionnaire consisting of thirty questions open and closed. Respondents were asked to fill out anonymous questionnaires. Group of respondents consisted of one hundred and twenty car owners of luxury cars, living in different regions of the Poland. The results showed what customers thought of the luxury cars and how they responded. Analysis also revealed that such characteristics as plush interior and speed correlate positively with the image of a exclusive luxury car, while other features (such as expensive, superior driving characteristics, extremely comfortable, or high status) do not. According to this study, the correlation can be seen between the image of the car and the way of being a consumer, cars from Mercedes - Benz is often chosen by those sensible and mature, while BMW attracts young consumers who like speed.
The purpose of this thesis was to determine and identfiy the image of luxury cars like Mercedes-Benz and BMW customer’s image of luxury cars and confirm the thesis hat the above mentioned brands are bought by people who identify themselves with the perception of these brands on the market, doing research and to find out the customer’s preferences for several categories of products: in this case I focused on exclusive luxury car. In that case, in May 2013, the research was conducted in the form of a written questionnaire consisting of thirty questions open and closed. Respondents were asked to fill out anonymous questionnaires. Group of respondents consisted of one hundred and twenty car owners of luxury cars, living in different regions of the Poland. The results showed what customers thought of the luxury cars and how they responded. Analysis also revealed that such characteristics as plush interior and speed correlate positively with the image of a exclusive luxury car, while other features (such as expensive, superior driving characteristics, extremely comfortable, or high status) do not. According to this study, the correlation can be seen between the image of the car and the way of being a consumer, cars from Mercedes - Benz is often chosen by those sensible and mature, while BMW attracts young consumers who like speed.
Opis
Słowa kluczowe
zarządzanie marką, pozycjonowanie marki, postrzeganie marki, luksus, samochody luksusowe, brand management, brand positioning, brand perception, luxury, luxury cars