'An investigation in to why consumers may choose to buy a BMW as Essay

'An investigation in to why consumers may choose to buy a BMW as oppose to another brand of car' this could involve examinin - Essay Example An insight into the BMW brand BMW brand seeks to convey the message to consumers that BMW means â€Å"the ultimate driving machine,† and influence the behavior of the consumers. BMW has been successful in creating awareness and ‘esteem value’ of its cars and strengthened its position in the market over the period of time. BMW is synonymous with luxury car and treated as status symbol by the consumers. The brand equity has been built by branding efforts highlighting quality and excellence in performance of its products on a continuous basis. An overview of consumer behavior and the buyer decision making process This section will study and analyze the consumer behavior and its importance in marketing and give an overview of the buyer decision making process in relation to BMW cars. Cars are usually not purchased very often and cost a large amount of money – making them high investment purchases. Problem Recognition The consumer needs a car to travel socially and/or for work purposes/commuting; the need for a car is most likely an active problem (i.e. the consumer is aware that he/she needs a car) Information Search Potential customer researches different makes and models of cars and may look in to indirect competition such as public transport or bicycles. Evaluation of Alternatives The consumer will narrow the choices down until he/she come to a decision; the consumer will normally narrow down from makes that they are aware of, then ones that they would consider buying, then down to a small choice until they come to a decision. Purchase Decision The consumer will take in to account what their family and friends think of the car that he/she has decided to buy – consumers will also asses the risks involved with the purchase such as the financial and social risks. Post Purchase evaluation After purchasing, customers will continue to evaluate the car, this stage is vital to ensure future sales and promote brand loyalty for BMW. Effec tive after sales service plays an important role in enhancing the customer satisfaction. Symbolic Consumption Purchases carry symbolic meanings and can satisfy individual, social, or cultural needs. Driving a car that is perceived to be sporty, luxurious and exclusive can promote individualism and self esteem. Self-concept attached to the product helps to establish the user’s identity. In order for conspicuous consumption to be rewarded and thus maintained in society, individuals must attach symbolic meaning to products that infer something about their owner. This tendency to attach meaning to products is referred to as symbolic consumption. (Belk, Bahn and Mayer 1982; Belk, Mayer and Driscoll 1983). Symbolic consumption involves the owner as an encoder trying to communicate something about themselves through purchasing a product and a decoder who understands the symbolic message; for example: consumers may purchase an expensive car such as a 7-series BMW to show that they ar e well-off; although demographics such as age, gender and social class effect individuals' ability to form impressions about owners of cars. Research shows that children's ability to make inferences about others based on product ownership

Crime Seriousness Survey Essay Example | Topics and Well Written Essays - 1000 words

Crime Seriousness Survey - Essay Example People from different fields, whether it is field of education, politics or some other field, have taken keen interest in determining the seriousness of crimes. These surveys have focused on determining the awareness of crime in general public. In this way they have been able to understand the psychology of different people in society about crime. Some of these surveys are based on asking views about criminal activities from local people and some are based on views from different countries. The different questions that may be asked from people could be about what they think of different crimes and what punishments would they have given if they had the authority to do so. From the answers obtained the surveyors determine seriousness of crime. However there is another issue that must be addressed to determine the seriousness of crime. This issue is of "the circumstances under which the crime took place". There is a big difference between "a crime for pleasure" and "a crime because of extremely harsh conditions". Many people would think that those who perform offensive activities for pleasure should be given greater punishment as compared to those who have done it because of some helpless conditions. The purpose of the surveys is usually to get the viewpoint of individuals as well as of whole society. The perception about seriousness of a crime varies from place to place. Each culture has its own rules and regulations and hence the punishment given against an offensive action may also vary from place to place. The research about determining the seriousness of crime is taking place for many years. ... Every society has its own moral values and religious beliefs, therefore it is a possibility that they may differ in view about which crime is a serious one and which is not. Among different kind of crimes, violent offences are considered to be the most dangerous and harmful. Many people argue that the general view of a society about seriousness of a crime is directly affected by the kind of a crime and by the frequency with which that crime has occurred. It is clear from different studies that the number and type of criminal activities taking place in a specified time period is consistent which means that these activities are undoubtedly occurring frequently. Usually to determine the danger of a crime, surveys are conducted among people living in same society but with different social status. These surveys may be between two altogether different societies. It may also be the cases that, survey of those people is conducted who have emigrated from one place to another. Thus they might be asked about how they feel about change in cultural values of two different countries. As laws and authorities differ from one place to another, immigrants might face problems as their acts might be right according to their own country but they might not be right according to laws and rules of the new country. Culture is something which describes the beliefs of people, their moral values,, their rules, laws and regulations and other practices that are developed by people to adjust in a society. Thus cultural values and society define the way in which people act and react to different situations. The way, the people react to a situation is dependent on what