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BMW Research.How does the consumer impact a marketing plan created by the brand? Essay

BMW Research


How does the consumer impact a marketing plan created by the brand?

Consumer behavior influences the type of marketing plan that is adopted by an organization to promote their brand. An organization can segment its consumer market through defining groups of consumers with characteristics which are similar, but every segment will have varying types of consumers. When an organization recognizes which type of consumer is most likely to purchase their brand, then the organization’s marketing plan can be changed accordingly in order to increase its effectiveness (Retrieved August 14, 2014, from http://www.referenceforbusiness.com/management/Comp-De/Consumer-Behavior.html). BMW carries out various studies to discover their consumers need and consumer behavior which helps them in designing effective marketing plans to market their brand.

How is the consumer influenced by others?

According to a recent survey, 90 percent of the consumers stated that their buying decisions are influenced by the online reviews from the other consumers. This shows that a consumer can be influenced by other consumers towards a certain brand. Positive customer reviews influences other consumers negatively towards a certain brand while negative consumer reviews influences other consumers negatively. These customer reviews portrays the customer experiences on whether their needs were satisfied or not satisfied with a certain brand. BMW ensures that their products satisfy the needs of their consumers, thus ensuring that there are positive online reviews by their consumers concerning their products (Colson, 2011).

Does culture direct a consumer to purchase one product vs. another?

Consumer buying decisions are usually influenced by factors which are beyond their control. Cultural factors are external influences which have a great impact on what individuals consume and how they live. The culture represents the beliefs, behavior and also the way individuals observe and interact with other society members. Cultural values play a great role in determining whether a certain product will be purchased in a particular market. As a way of convincing their customers to buy their products, organizations usually use cultural representations, particularly in promotional appeals (Retrieved August 14, 2014, from http://smallbusiness.chron.com/type-buyer-consumer-affect-marketing-strategy-65738.html). The main aim is to connect the customers using the cultural references that can be embraced and understood easily by the consumers. In order to win the consumers, marketers adopt strong research efforts so as to discover differences concerning how sub-culture behaves. BMW acknowledges this fact and has put its efforts through their marketers to ensure that their consumers relate well and feels more comfortable with their products because they correspond well with their cultural values (Bohner et al, 1997).


Colson, R. S. (2011). BMW. New York: PowerKids Press.

How Does the Type of Buyer or Consumer Affect a Marketing Strategy?. (n.d.). Small Business. Retrieved August 14, 2014, from http://smallbusiness.chron.com/type-buyer-consumer-affect-marketing-strategy-65738.html

Reference for Business. (n.d.). Consumer Behavior. Retrieved August 14, 2014, from http://www.referenceforbusiness.com/management/Comp-De/Consumer-Behavior.html

Wänke, M., Bohner, G., & Jurkowitsch, A. (1997). There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?. Journal of Consumer Research, 24(2), 170-178.




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