When observing the outcomes of the team’s survey (considering segment 1-low involvement), it is possible to draw considerable conclusions and recommendations about the concerned products, as well as their consumers. Foremost, it is notable that Mercedes Benz has a relatively higher average score on reliability and safety compared to its rival, BMW.
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There is also comparison of safety attributes between BMW and Mercedes-Benz. Herein, the difference of the eventual score of safety multiplied by the belief strength of safety in this context is-0.575. Concurrently, the difference in their eventual scores for reliability multiplied by their belief strength (of reliability) remains -0.175. The general indication of these associations is clear that consumers in low involvement sections feel that BMW performs poorer than Mercedes-Benz in safety, a fact that is relative to reliability.
It is notable that a considerable number of consumers would prefer Mercedes-Benz to BMW while considering safety issues. On the contrary, the correlation of the △ErBr and the △EsBs indicates that a given percentage of consumers would prefer BMW to Mercedes-Benz on reliability and viability grounds.
According to this survey, there is a significant demonstration of the concerned association (from higher to lower values). Basic attitudes are tested, and it is recommendable to form a viable matrix, which relates to reliability, performance, quality, safety, and style. The highest BMW’s attribute is safe at 1.15 values. Conversely, the phenomenon is low at 0.4 values.
It is also critical to note that BMW has the most significant or highest attitude strength valued at 2.8375 relative to its competitor’s Mercedes-Benz attitude strength of 2.0925. From the analysis, it is obvious that safety remains the most significant attribute which influences consumers within the low segment’s purchases decision. However, it is notable that, within the segment 2, consumers give high estimate to BMW. BMW’s entire BiEi of all attributes score remain higher than Mercedes-Benz.
Thus, it can be seen that as long as the company, BMW, performs excellently in high involvement segment, there should be great focus on the low involvement consumers. Therefore, there is a specific need for the brand managers to intervene and pay a great deal of attention to the lower involvement segment consumers in order to increase the volume of sales. This indicates the viability of the concerned organizations in the realms of business and other considerable provisions.
Apparently, within the high involvement segment, BMW already holds the whole market share and Mercedes-Benz lacks some competitive advantages. This explains the reason for choosing to adopt one marketing strategy for both segments. In the low involvement segment, BMW Company is considerably disadvantaged. BMW still remains inconvenienced even though its overall attitude score is higher.
This is because its competitor, Mercedes Benz, enjoys a high average score on reliability as well as safety, unlike BMW. The overall depiction of correlation is that consumers in low involvement segment feel that BMW performs minimally compared to Mercedes-Benz. This is a considerable observation in the entire business contexts.
However, the demerits experienced by BMW might also help them to establish and embrace numerous competitive advantages. This is because there is a greater chance for the BMW Company to increase its total amount of sales. Therefore, it is important for the brand manager to adjust marketing strategies focused on low involvement consumers. Evidently, the favor remains practical.