I want my research proposal aimed to answer two questions.
(1) What distinguishes a luxury car from an ordinary car?
There is a need to develop (a) a clarification and definition of luxury cars, and (b) a luxury car price concept/range, to identify customers’ profile, and to explore influences on consumer purchase decisions.
(2) How do cultural explain the purchasing patterns of luxury cars and provide insights for brand marketing of the luxury cars in the Saudi Auto market?
I want to identify (1) theoretical concepts and hypotheses appropriate for this study, and which also developed (2) a working definition of luxury cars for the selection of samples and research methodology for
this study. Methods of qualitative data collection included observation, and face-to-face interviews,and semi-structured interviews
The outcomes include:
? A detailed profile of luxury cars buyers in Saudi Arabia.
? The technical and non-technical attributes of luxury cars as well as dealer and customer perceptions of luxury cars marquees in Saudi Arabia.
? Commonalities between marquees and differences in buyer attitude and behaviour in
Saudi Arabia.
? A consumer decision model that determines the choice of a new luxury car, and criteria that determine the choice of a new luxury car in Saudi Arabia
? Identification of significant cultural determinants of new luxury car purchasing patterns and cultural characteristics and socio-economic structures;
? Marketing implications on customer acquisition and retention as well as upward brand stretching of luxury cars marquees in Saudi Arabia.
These findings enable the study to conclude that buyer perceptions of new luxury car in Saudi Arabia are unique and different.
Please do not count the references words numbers in the writing; I want the full 3025 words to cover the research topic which is
An Investigation into Consumer Behaviour towards Purchasing a New Luxury Car in Saudi Arabia for my PhD topic.
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