Automobile (Toyota in Saudi Arabia) customer reponces to price changes Essay

Automobile (Toyota in Saudi Arabia) customer reponces to price changes according to cusomer segmentation - see Example.......................................... 4 1.2 Problem Statement ........................................................................................ 8 1.3 Aims or Purpose of this Study....................................................................... 9 1.4 research Objectives ....................................................................................... 9 1.5 Research Questions ........................................................................................ 10 1.6 moment of the Study ............................................................................... 10 1.7 Rationale for Choosing the Research Topic.................................................. 10 1.8 Research Procedure...................................................................................... 12 1.9 Scope and Limitations ....................................... ............................................. 13 1.10 Chapter Summary .......................................................................................... 14 2. Literature Review ...................................................................................................... 14 2.1 Conceptual Framework and Research Hypothesis ............................................. 15 2.1.1 Conceptual Framework ........................................................................ 15 2.1.2 Research Hypothesis for Further Verification ..................................... ... .............. 31 2.2.3 brandmark Association ................................................................................ 34 2.2.4 Perceived Brand Quality ...................................................................... 39 2.3 Importance of Effective Pricing Strategy ........................................................... 41 2.4 Signifi piece of tailce of Pricing over the Development of Brand Equity .... 46 2.5 Significance of Price Changes on Consumer Behavior ...................................... 50 2.6 Chapter Summary................................................................................................ 54 2.7 References............................................................................................................57 Chapter 1 Introduction In order for marketing managers to develop and implement effective marketing strategies, it is prerequisite to understand the meet that price changes have on consumers purchasing behavior and purchasing decisions. In particular, the market price of automobiles is one of the most significant factors that can influence consumers purchasing behavior and purchasing decisions. Since price movement can affect consumers purchasing behavior, a majority of marketing managers are concerned with analyzing the impact of price changes on brand equity and consumer behavior (Yoon and Tran, 2011). Most of the available rese arch studies are focused on examining the impact of marketing mix on brand equity (Buil et al., 2011 Chattopadhyay, Shivani and Krishnan, 2009 Villarejo-Ramos and Sanchez-Franco, 2005 Yoo, Donthu and Lee, 2000). Specifically the study of Valette-Florence, Guizani and Merunka (2009) examined consumers opinion with regards to the impact of sales promotion intensity and