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-Arabian Arabia - Essay sampleThe focus groups participated in a price simulation figure followed by interviews. The price simulation exercise exposed the participants to price changes 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 most customers pass on at the rattling least consider an alternative blur when confronted with a price change. However, the more affluent and loyal customers depart not change brands when price changes are insignificant and are reasonable. These results are analyzed by extension phone to a conceptual framework drawn from the work of Villargeo-Ramos and Sanchez (2005) and Yoo, Donthu, and Lee (2000) who established a link amongs t marketing communications and brand equity including brand awareness, brand association, brand loyalty and perceived brand quality. The results of this study confirm that price changes as a marketing communication strategy is received and interpreted in the background of the different dimensions of brand equity.This is a qualitative case 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 particular this qualitative case study seeks to determine from the perspective of Saudi Arabian consumers the expiration 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 care would improve or maintain Toyotas competitive edge in Saudi Arabias mar ket. This chapter will explain the research methodology used for achieving the goals of this research study and the justifications for the methodology