Consumer Behavior & Brand Image of Audi, BMW & Mercedes-Benz in France. Breaking Stereotypes, Unlocking doors to French Premium Automotive Market

      Аннотация: The Purpose of this research was to identify what is the Consumer behavior and Brand Image of the famous leading German-trio namely Audi, BMW and Mercedes-Benz in France. The motive is to understand the factors that affect the Brand Image, how Consumer Behaviour is affected by the Brand Image and what is the consumer psychology of people in France when they go to buy a Premium Car. In the first half we talk about how we conducted a Survey in order to understand our consumers in a qualitative format. In the second half we analyze different concepts on the basis of the responses, draw conclusions and compare it with the Competitors and the Market. This will not only help in strategizing but also give a new outlook. Our overall approach was to understand what makes a brand what it is and how can marketers benefit from the results.

Ключевые слова: Audi, automobiles, BMW, brand image, consumer behavior, consumer psychology, France, Mercedes-Benz, Premium Cars