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Running head: UNIT IV_BMW CASE STUDY 1 Unit IV_BMW Case Study Phan Chi Dat Columbia Southern University
UNIT IV_BMW CASE STUDY 2 Part 1 1. The consumer-buying process for BMW: According to Kotler and Keller, the purchasing decision making process is described in Figure 1 below. This process consists of 5 steps: Problem recognition, Information search, Evaluate of alternatives, Purchase decision, Postpurchase behavior. Each stage is conceptualized as follows: a. Problem recognition:
UNIT IV_BMW CASE STUDY 3 + Safety needs: They also need the safety when traveling on a vehicle. With this need, they need a car with average value. + Social needs: BMW conducts research on consumers' tastes to see if they want a car with the design, price, and size. The company has created cars that meet many needs of customers such as SUVs, convertibles. Their target customers are those with family and business subjects. + Esteem needs: After meeting the price and quality needs, BMW has perfected the design and performance with its product, in the shape of a sports car. These products carry on themselves the image of success and prestige, directed at business customers. The cars produced by BMW make consumers feel proud to own it. Therefore, the price of this car will be higher. + Self-actualization needs: BMW aims to the more advanced segment, the object of this segment is successful entrepreneurs, the upper class. BMW recognizes their need to express themselves. BMW creates cars with luxurious design, integrated technology, high performance. b. Information search: According to Kotler and Koller (2017), consumers can access products through information sources: + Personal source: Source of information provided by friends, relatives, family. + Commercial source: Information from website, sellers, advertisement. + Public source: Information in magazines and newspapers. + Experiential source: Information from reviews of products, comparing products with other brands (Mercedes, Jaguar).
UNIT IV_BMW CASE STUDY 4 After being exposed to this information, consumers will evaluate and draw conclusions about what is best for them. BMW marketers need to understand the competitive factors to guide consumers to buy their products. c. Evalution of alternatives:

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