Customer Attitudes Toward Bmw Motorcycles Essay

This final root word is the finish summary version of every(prenominal)whereall cultivation, knowledge, and information of the marketing investigate under the realm of BMW R1200 GS/GSA motorcycles in UK. The BMW Motorrad under the BMW group has been producing motorcycles since 1923 and has providing a miscellany oscilloscope of motorcycle styles (bmwgroup, 2012). In addition, the fashion mannikin of BMW R1200 GS/GSA motorcycles is a study term motorcycle in punt sport style for all bikers in UK as it was named in the top ten model of vernal motorcycles registration (MCIA, 2011). However, The Motorcycle Industry Association defines Adventure motorcycle as These bikes encompass trials which similar in style to Enduro motorcycles but are preponderantly designed and capable for on-road use (MCIA, 2012).The butt of this research root word is to recognise attitudes of UK nodes towards the model. To be more specific, the research paper entrust look into the link su rrounded by nock images, step and price acquaintance of the current riders towards this BMW motorcycle model. Moreover, the research paper will explore guest satisfaction and the homage of the marque. Additionally, this research paper will watch the outstanding in harvest-home value of BMW R1200 GS/GSA that it has over its adversarys in the jeopardize motorcycle segmentation.The paper will stolon provide background entropy of conceptual model in brand equity which would provide a basic understanding of how to ginmill and manage brand equity. Furthermore, the explanation in the model of satisfaction towards allegiance will be discussed. Besides, the hypothesis of the study model will be illustrated. In the next constituent, the method of conducting online resumes and the utilization of this technique will be discussed. Thirdly, the interpretation from the obtained info will be sh induce in the finding and synopsis section. Finally, the conclusion of the paper will be discussed to sum up the accurate research paper including limitations and ethics issues.Literature re keep an eye onIn the book, Managing grunge Value (Aaker, 1991) has defined the term of brand equity as the data link of the name and emblems to a set of assets that would increase the value of the companys crossroads or services. In addition, during the guests spoiling decision process (McKinsey 1996) has found in his research that brands affect 18 percent of centre get decisions. in that locationfore, these after part be indicated that branding act as bingle of the noteworthy factors towards clients purchasing. However, the breath from (Keller, 2003) stated that the power of a brand would re main in customers instinct together with their comprehend experiences and they will learn about the brand over time. Hence, on that purpose is the development process of strengthen the brand of a company. The accede (2) illustrates the framework of brand equity from (Keller, 2003).Figure 2 Brand blondness FrameworkSource Keller, K (2003). Building, Measuring and Managing Brand Equity. Upper blame River, recent Jersey Prentice HallThe framework provides 4 go that involve in building a strong brand however, the pecking redact of brand equity determine that in order to move up in each level, on that point is a aimment from the boffo of the preceding(prenominal) mavin. The first level, companies see to set up a brand indistinguishability which will imply brand silence and would lead customers to aware the brand (Keller, 2003). The next step is to construct an appropriated brand meaning involve both performance or imagery that united to the brand (Keller, 2003).Thirdly, it is a signifi fecest to response the judgments and scents (opinion, evaluation and emotional) from the customers to gain brand attitudes in customers point of view (Keller, 2003). Lastly, the companies need to create a brand resonance by exhausting to minimize the gap mi ngled with what companies think and what customers think via communication tools that would come home put the brand into consumers mind, resulting in a good family relationship with them (Keller, 2003). However, after building the strong brand equity, (Keller, 2003) has claimed that brand fealty would appear to be one of the benefits to the brand.On the other hand, most companies consider the customers to be one of the signifi female genital organt keys to make the company successful. thitherfore, (Erdem & Swait, 2004) propose that the determination of successful business in long-term is to deliver the value to customers which related to (Marconi, 2000) trace that one of the factors which would make customers to remain loyal over brand is customer satisfaction. However, the American client Satisfaction Index (figure 3) will be utilize to explain the model of customer satisfaction. Figure 3 the American Customer Satisfaction Index (ACSI)Source (Johnson, Gustafsson, Andreassen , Cha, 2001) The evolution and future of national customer satisfaction index models. (theacsi.org, 2001) explained that customer satisfaction occurs from two driven factors which can affect the satisfaction each directly or going through with(predicate) the perceive value factor (quality relative to the expense). From those two driven factors, the first factor is customer expectation, which is the customers anticipation of the quality of the products in both prior consumption experience from consumer and the expectation from companys product quality deliver. In addition, the game factor is perceived quality which determine by the evaluation of the products quality from customer toward the organization.However, the figure shows that in that location is a negative relationship betwixt customer complaint once they disconfirm with the expectation and customer loyalty. This can be explained as the more contented from the customers, there is little chance in the resulted of acqu iring complain from the customers. However, (theacsi.org, 2001) suggests that there is a chance of turning un commodious customers to loyalty customers after the compensations pee been introduced to them. To conclude, in order to gain customer loyalty, the companies have to deliver the value of the products to meet or exceed customers expectation as loyalty customers are more likely to create repurchase activity. The whatever other related support to the important in loyalty of customers provided by (Reichheld.F.F, 1996) in his book, The Loyalty Effect, in which he stated that in order to look at in a invigorated customer to the company is five generation more costly than it is to retain an existing customer.Research DesignThe beforehand(predicate) discussion was about satisfying the customers who act as a main player of building the successful businesses as they are involve in many organizations process. Hence, it is clear that the framework of this research paper is to focu s 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) area of supporting customers into customers satisfaction such as price-quality-relation. Furthermore, (Keller, 2003) consider brand attitude in brand equity process to be a drive towards loyalty as rise up. This research design will be classified as causal research to obtain evidence of cause-and-effect relationships (Malhotra, Birks, Wills, 2012).These ideas make 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 customer satisfaction for BMW R1200 GS/GSA H2 There is a relationship of BMW R1200 GS/GSA customers toward purchase loyalt y 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 quantitative 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 collection was between tenth November and 10th December 2012 through online survey technique under the survey land 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 upload onto BMW Motorrad Parklane Facebook and UKGSer page. The follow respondent is 11 people 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 strain 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 competitive expediency factors and the relative of price-to-quality in perspectives view. In the thirdly 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 feeling 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 essential rank population as some of respondents may not own the actual motorcycle in BMW R1200GS/GSA. Additionally, there are no female person respondents in all of the returned forms. The scope down of the research topic into a specific model of motorcycle created an obstacle to find the right target 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 universe used ineffectively. Finally, with the limited number of 10 respondents, resulted in low resources are being used in the evaluation.Ethical considerationsThe purpose of doing this research paper has been announced and posted 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 eminently confidentiality. In addition, the questions in th e questionnaire under the demographic section have provided an alternative of prefer not to answer option to hold the refusing of answering for respondents as they may have an uncomfortable condition. The collected data and information will be used in an cultivation area but there is no hidden 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 legal proceeding each. However, there is 1 out of 11 responded that is a fault data due to the location of the respondent is outside UK.In the first section, 50% of total responded consider exterior design to be considered the most when they buy an adventure motorcycle, piece seat comfort is their second consideration with 40% of total. In addition, they co nsider bag and storage to be the third woof with 40% of the total.In the next section, 60% of total respondents have concur that BMW R1200 GS/GSA is worth its price. In addition, 90% of them perceived that this model is more shining to other brands within the same price category. Moreover, the data explained that 70% of respondents perceived the superior fact as this model is the racy hat in handling, while another 30% expressed the fact as the endure motorcycle.The third section is finding of the customers judgment toward the product quality with the full piss of 5 marks. The best perceived value in quality of the model is safe follow by status symbol, quality product, trustworthy, and lowest is in last spirits performance product with the scores of 4.5, 4.2, 4.1, 3.9, and 3.6 points respectively. The data shows the customers feeling toward BMW R1200 GS/GSA in the quartern section. It is freedom that customer feel the most with 4.2 while fun is their second perceived with t he score of 4 out of 5. The respondents share the third feeling that come in to their mind of excitement and self-respect with 3.9 point, while favorable approval is the last place in their feeling of 3.8 point.In the one-quarter section, the data is used to analyze 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 willing to refer the model to others share the same 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 married and which left remaining 30% of them as single . Finally, the education fact shows that 50% of the total respondents graduated their highest education in high school while other 40% and 10% are undergraduates and winner level respectively. ConclusionAccording to the study, exterior design consider to be the most important 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 better look in designing along with new technologies inclined 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 support their physical body and quad 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 th e best balance in control. On the other hand, only 60% of customers perceived this model is worth a premium price due to the less agreement that this model is a high performance product. However, customers still satisfied with the product even though, the customers have standard perceived that this motorcycle model is worth to spend money on. Therefore, it can be analyzed that there is less relationship between price and satisfaction.The relationship between product quality and satisfaction can be interpreted as there is a positive 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 important need in every rider which is safety, and delivers the value to them clearly which resulted in gaining the satisfactions from value deliver. However, by feeling 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 involved 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 positive relationship toward satisfaction.Finally, with the high number in people 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 Brand Equity Capitalizing on the Value of a Brand Name, Free Press, New York, NYAggarwal, P. (2004). The Effects of Brand Relationship Nor ms on Comsumer Attitudes and Behaviour. Journal of consumer research, June Court, D., Freeling, A., Leiter, M., Parsons, J. A. (1996). Mckinsey Quarterly Uncovering the value of brands. 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