A report on a piece of qualitative research - The Impact of Price Essay

A report on a piece of qualitative research - The Impact of Price Changes on the Brand Equity of Toyota in Saudi Arabia - Essay ExampleThe focus groups participated in a wrong simulation exercise followed by interviews. The price simulation exercise exposed the participants to price smorgasbords to their preferred vehicle and observed how they responded to those changes. The follow-up interviews were calculated to determine why the participants responded as they did to the price changes in the price simulation exercise. Research findings indicate that about customers will at the very least consider an alternative make when confronted with a price change. However, the more affluent and loyal customers will not change brands when price changes are insignificant and are reasonable. These results are analyzed by reference to a conceptual framework drawn from the work of Villargeo-Ramos and Sanchez (2005) and Yoo, Donthu, and Lee (2000) who complete a link between marketing communica tions and brand equity including brand awareness, brand association, brand loyalty and perceived brand quality. The results of this study support that price changes as a marketing communication strategy is received and interpreted in the context of the different dimensions of brand equity.This is a qualitative sideslip study that investigates the responses of consumers in Saudi Arabia when experiencing sudden price adjustments to the leading models in automobile categories of small sedans, medium sedans, and small SUVs in Saudi Arabia. In token this qualitative case study seeks to determine from the perspective of Saudi Arabian consumers the extent that price influences their purchasing behavior the impact of price changes on the brand equity of Toyota in the context of brand awareness, brand association, brand loyalty, and perceived quality and whether or not effective price management would improve or maintain Toyotas competitive edge in Saudi Arabias market. This chapter will explain the research methodology used for achieving the goals of this research study and the justifications for the methodology