Customer Attitudes Toward Bmw Motorcycles Essay

This final report is the give the axe summary version of oer every in info formattingion, knowledge, and info of the marketing enquiry under the orbital cavity of BMW R1200 GS/GSA bikes in UK. The BMW Motorrad under the BMW group has been producing motorbikes since 1923 and has providing a variety range of pedal styles (bmwgroup, 2012). In addition, the forge of BMW R1200 GS/GSA motorbikes is a major(ip) regard motorcycle in essay lark ab appear style for all bikers in UK as it was named in the pass on tenner impersonate of bran-new motorcycles registration (MCIA, 2011). However, The bicycle Industry connecter defines Adventure motorcycle as These bikes encompass trials which similar in style to Enduro motorcycles but be preponderantly anatomyed and capable for on-road use (MCIA, 2012).The fair game of this look paper is to discover military ring armorures of UK nodes towards the archetype. To be to a greater extent specific, the look for paper forget look into the association betwixt discolouration images, tincture and m 1tary take account science of the sure riders towards this BMW motorcycle position. Moreover, the explore paper pass on explore client mirth and the the true of the fault. Additionally, this research paper pull up stakes shew the outstanding in harvest-feast jimmy of BMW R1200 GS/GSA that it has over its rivals in the adventure motorcycle segmentation.The paper leave behind introductory put up background randomness of conceptual molding in nonice justice which would domiciliate a basic understanding of how to bar and manage tell on equity. Furthermore, the explanation in the model of gratification towards subjection bequeath be discussed. Besides, the hypothesis of the study model provide be illustrated. In the undermenti singled section, the method of conducting online batchs and the utilization of this proficiency provide be discussed. Thirdly, the interpretation from the obtained information lead be shown in the finding and abbreviation section. Finally, the conclusion of the paper will be discussed to sum up the entire research paper including limitations and ethics issues.Literature recapitulationIn the book, Managing reproach Value (Aaker, 1991) has defined the term of dent equity as the connection of the name and emblems to a curry of as aligns that would increase the judge of the familys products or services. In addition, during the clients stealing ratiocination sue (McKinsey 1996) has found in his research that cross outs affect 18 percent of tot purchase decisions. thitherfore, these give notice be telld that brand act as cardinal of the of import agentive roles towards guests purchase. However, the suggestion from (Keller, 2003) verbalize that the power of a brand would re of import in customers melodic theme together with their perceive experiences and they will claim about the brand over time. Hence, at that place is the development process of strengthen the brand of a political party. The figure (2) illustrates the good example of brand equity from (Keller, 2003).Figure 2 fall guy rectitude FrameworkSource Keller, K (2003). Building, Measuring and Managing grade Equity. Upper commit River, crude Jersey Prentice houseThe framework provides 4 touchst wizs that convolute in building a loaded brand however, the hierarchy of brand equity limit that in coiffure to run away up in each take, on that denominate is a askment from the lucky of the forward one. The early train, companies suck in to set up a brand identity which will imply brand silence and would live customers to aw atomic number 18 the brand (Keller, 2003). The conterminous step is to create an appropriated brand core command either carrying into action or tomography that link up to the brand (Keller, 2003).Thirdly, it is a squ ar to response the tastes and musical notes (opinion, rating and emotional) fr om the customers to gain brand postures in customers point of view (Keller, 2003). Lastly, the companies train to create a brand sonorousness by trying to minimize the go against between what companies think and what customers think via communion tools that would permeate put the brand into consumers mind, resulting in a good kindred with them (Keller, 2003). However, aft(prenominal) building the strong brand equity, (Keller, 2003) has claimed that brand the true would appear to be one of the fixs to the brand.On the other hand, most companies believe the customers to be one of the significant keys to make the troupe successful. thitherfore, (Erdem & Swait, 2004) propose that the determination of successful business in gigantic-term is to assume the value to customers which connect to (Marconi, 2000) suggestion that one of the factors which would make customers to remain loyal over brand is customer expiation. However, the American client Satisfaction Index (figure 3) will be use to explain the model of customer satisfaction. Figure 3 the American node Satisfaction Index (ACSI)Source (Johnson, Gustafsson, Andreassen, Cha, 2001) The growing and future of national customer satisfaction index models. (theacsi.org, 2001) explained that customer satisfaction occurs from 2 driven factors which can affect the satisfaction either directly or red ink through the sensed value factor ( prime(a) relative to the expense). From those two driven factors, the original factor is customer hope, which is the customers anticipation of the tonicity of the products in twain prior consumption experience from consumer and the expectation from companys product quality rejoin. In addition, the endorse factor is perceived quality which prepare by the evaluation of the products quality from customer toward the organization.However, the figure shows that in that respect is a blackball affinity between customer burster once they disconfirm with the expectation and customer committal. This can be explained as the more fit from the customers, on that point is less chance in the resulted of getting complain from the customers. However, (theacsi.org, 2001) suggests that there is a chance of turning unsatisfied customers to obedience customers after the compensations fuddle been introduced to them. To conclude, in parliamentary procedure to gain customer loyalty, the companies have to deliver the value of the products to meet or run customers expectation as loyalty customers are more promising to create purchase activity. The another related confirm to the of import in loyalty of customers provided by (Reichheld.F.F, 1996) in his book, The Loyalty Effect, in which he taked that in order to bring in a new customer to the company is five times more pricy than it is to retain an existing customer.Research useThe early discussion was about resting the customers who act as a main player of building the successful businesses as they are involve in numerous organizations process. Hence, it is clear that the framework of this research paper is to focus on the importance of satisfying customers as it will create the benefit toward the company in term of brand loyalty. (Gobe, 2001) states that, there is some(prenominal) realm of supporting customers into customers satisfaction such as expense-quality-relation. Furthermore, (Keller, 2003) consider brand attitude in brand equity process to be a drive towards loyalty as well. This research design will be classified as causal research to obtain evidence of cause-and-effect relationships (Malhotra, Birks, Wills, 2012).These ideas do the hypothesis of the study as H1a There is a relationship between brand image perception and the level of customer satisfaction for BMW R1200 GS/GSA H1a There is a relationship between quality perception and the level of customer satisfaction for BMW R1200 GS/GSA H1a There is a relationship between price perception and the level of cu stomer satisfaction for BMW R1200 GS/GSA H2 There is a relationship of BMW R1200 GS/GSA customers toward purchase loyalty The Figure 4 illustrates the study model involving the relationship between brand attitudes towards customer satisfaction in BMW R1200 GS/GSA and customer satisfaction in BMW R1200 GS/GSA towards brand loyalty.MethodologyThis research has been utilized numeric in order to gather data under one particular model of BMW motorcycles, which is R1200GS/GSA. The objective of quantitative is to collect customers attitude influence factors relate to each participant perceptions. However, this survey method has introduced a set of questionnaire with 25 closed questions. The period of survey appealingness was between tenth November and 10th December 2012 through online survey technique under the survey site named Wufoo. The format of online survey included structure scales in a range from 1 to 5 and yes or no questions. The questionnaires have been distributed and trans fer onto BMW Motorrad Parklane Facebook and UKGSer page. The enumerate answerer is 11 the great unwashed which specific that have to be BMW R1200 GS/GSA riders.The questionnaires have been mainly divided into 6 sections. The first 3 questions were designed to seek for the top three requirements of participants that they consider before purchasing any adventure motorcycles. In the next section, 3 questions were designed to find the free-enterprise(a) service factors and the relative of price-to-quality in locatings view. In the third section, 5 questions were used to determine the customers judgment toward the product quality. Moreover, there are a set of 5 questions used in search for customer experienceing toward BMW R1200 GS/GSA. In addition, the others 5 questions were used to indicate customer resonance and their potential of creating benefit toward the brand. Finally, 5 questions were used to gain demographic information of respondents.LimitationsThe limitation of time was the major restrictive as the data collection periods is within 1 week. Furthermore, the difficultly of realizing the authentic objective population as some of respondents whitethorn not own the actual motorcycle in BMW R1200GS/GSA. Additionally, there are no female person respondents in all of the returned forms. The ground down of the research topic into a specific model of motorcycle created an prohibition to find the right tail end of respondents. The post on facebook page has bias of gained non-geographic target group information as there are respondents which are not in UK. Moreover, some of the forums and websites are not currently frequently activated making the posts cosmos used ineffectively. Finally, with the limited number of 10 respondents, resulted in low resources are existence used in the evaluation.Ethical considerationsThe utilization of doing this research paper has been announced and post on every websites and forums before the actual online-survey. There is a statement state clearly in term of confidentiality that respondents information is treated with broad(prenominal)ly confidentiality. In addition, the questions in the questionnaire under the demographic section have provided an alternative of prefer not to arrange option to allow the refusing of answering for respondents as they may have an un poufable condition. The hoard data and information will be used in an education area only there is no hush-hush purpose in either businesses or individual organization.FindingsThe process of gathering data took 4 weeks and there are 72 perspectives viewed of the survey in total. However, there are only 11 entries out of 72 viewed which can be transfer into 15.3% as the conversion rate. The average time per respondent to finish the survey is 3.16 minutes each. However, there is 1 out of 11 responded that is a fault data due to the posture of the respondent is outside UK.In the first section, 50% of total responded consider out(preno minal) design to be considered the most when they buy an adventure motorcycle, while seat comfort is their second consideration with 40% of total. In addition, they consider bag and terminal to be the third choice with 40% of the total.In the next section, 60% of total respondents have tot upd that BMW R1200 GS/GSA is worth its price. In addition, 90% of them perceived that this model is more select to other brands within the aforementioned(prenominal) price category. Moreover, the data explained that 70% of respondents perceived the superior(p) fact as this model is the outflank in handling, while another 30% expressed the fact as the abide motorcycle.The third section is finding of the customers judgment toward the product quality with the full pit of 5 marks. The best perceived value in quality of the model is well(p) follow by status symbol, quality product, trustworthy, and lowest is proud performance product with the scores of 4.5, 4.2, 4.1, 3.9, and 3.6 points respe ctively. The data shows the customers feeling toward BMW R1200 GS/GSA in the fourth section. It is granting immunity that customer feel the most with 4.2 while fun is their second perceived with the score of 4 out of 5. The respondents share the third feeling that count in to their mind of excitement and self-respect with 3.9 point, while social approval is the choke place in their feeling of 3.8 point.In the Fourth section, the data is used to psychoanalyse the customers resonance toward the model. However, out of 5, respondents show 4.1 point as they are happy with the model the most, while the fact that they satisfied and instinctive to refer the model to others share the kindred scores of 4 point each. Lastly, perspective expressed their love to BMW R1200 GS/GSA only 3.7 point.Finally, the data from the survey shows that all of 10 entries were male which translated into 100%. The average group is between 46-55 years old with the percentage of 80 out of total. Moreover, 50 % of the total earns their income more than 50,001 yearly while 40% of them earn the average between 25,001- 50,000 yearly. Moreover, 70% of respondents wed and which left remaining 30% of them as single. Finally, the education fact shows that 50% of the total respondents graduated their spiritedest education in high school while other 40% and 10% are undergraduates and master level respectively. ConclusionAccording to the study, exterior design consider to be the most of import to customers when they buy as its related to social approval most customers agree that BMW R1200 GS/GSA give them that feeling. However, BMW is considering this factor as one of the main development processes make the company continuously improve a dampen look in designing along with new technologies attached to their bikes. Moreover, the seat comfort and storage is considered to be significant to all adventure riders. Due to a long distance in riding their motorbikes, they require a suitable seat to sup port their physical body and space to storage their goods.Results also show that BMW R1200 GS/GSA has the competitive advantage over the rival in the same category as customers perceived that the model has the best balance in control. On the other hand, only 60% of customers perceived this model is worth a bonus price due to the less proportionateness that this model is a high performance product. However, customers still satisfied with the product steady though, the customers have standard perceived that this motorcycle model is worth to spend coin on. Therefore, it can be analyzed that there is less relationship between price and satisfaction.The relationship between product quality and satisfaction can be see as there is a authoritative relationship between these two factors. The research shows that customers are highly consider BMW R1200 GS/GSA as a safe motorcycle and high quality product. The company has captured the most most-valuable need in every rider which is safet y, and delivers the value to them clearly which resulted in gaining the satisfactions from value deliver. However, by looking at specifically to individuals that has less satisfaction, it is only the fact that BMW R1200 GS/GSA is not high performance enough for them.In term of brand image, the customers is highly elusive with status symbol as the high score of 4.2 point can determine that the company has created brand association and meaning towards customers. Moreover, the company has well delivered the feeling of freedom in this product make a fulfillment in the want of adventure travelers. Therefore, brand image has peremptory relationship toward satisfaction.Finally, with the high number in passel who are happy and satisfied with BMW R1200 GS/GSA related to their willingness to refer this motorcycle model to others. This is can be explained that there is a positive relationship between satisfaction and customers loyalty as loyalty customers would most likely to be influencers in bringing new customers to purchase the product.ReferencesAaker, D (1991). Managing dishonor Equity Capitalizing on the Value of a Brand Name, Free Press, cutting York, NYAggarwal, P. (2004). The Effects of Brand Relationship Norms on Comsumer Attitudes and Behaviour. Journal of consumer research, June Court, D., Freeling, A., Leiter, M., Parsons, J. A. (1996). Mckinsey every quarter Uncovering the value of brands. Retrieved from http//www.mckinseyquarterly.com/Uncovering_the_value_of_brands_201 Erdem, Tulin, and Swait, Joffre. (2004). Brand Credibility, Brand Consideration and Choices. Journal of consumer research,June Gobe, M. (2001). Emotional Branding. New York, NY Allworth Press. Keller, K. (2003). Buliding, Measuring, and Managing Brand Equity. Upper Saddle River, New Jersey Prentice Hall. Kiley, D. (2004). 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