There is no use denying the fact that the issue of recalls and its influence on the image of a company is closely connected with the feelings and emotions of customers. Starting the procedure of recalls, a company confesses that the products manufactured by it have some crucial problems and there is no opportunity to get rid of them but to give these products back. It is obvious that under these conditions a person feels bad because of several reasons. First of all, he/she becomes deprived of the feeling of joy and anxiety connected with a new purchase. Especially topical it is for the owners of cars manufactured by General Motors. Being rather significant purchase, a car can give a lot of pleasant moments for its owner, though, in case of recalls positive feelings are replaced by anger and disappointment as a customer has no possibility to enjoy his/her purchase. It is possible to predict the fact that appearance of these feelings can lead to the deterioration of the customers attitude towards GM.
However, to obtain clear and credible information, it is necessary to undertake a study which will take into account all thoughts and feelings of customers connected with the issue and process them, suggesting credible information for further investigation of the issue. The targeted audience for the research should be chosen according to several factors. First of all, they should be the owners of cars manufactured by GM. Moreover, it is possible to suggest subdivision of customers to those who suffered from recalls and those who not. These two control groups will be given the same questions and the difference in answers will show how some recalls can alter the customers attitude towards the company and the issue of recalls itself. Moreover, the information obtained in this way can help to support the given research paper with clear evidence of the influence of recalls on the image of the company. Finally, basing on the answers given by the interrogates, a certain idea could be obtained and developed in the course of research work. Moreover, interrogates answers can help to create recommendations for the company to improve its image. With this in mind, it is possible to conclude that the survey among the owners of cars created by GM is the best possible remedy to collect credible information for this project.