Year of Graduation
Factors of the Consumer Choice Among Premium Segment Brands
Main purpose of this study is to identify key factors influencing the choice of the end consumer in the car market. The study is based on data collected from actual consumers on Russian market. Owners of AUDI, BMW and Mercedes-Benz cars took part in this survey. This approach allowed to talk about the specifics of Russian consumers. It was also artificially limited by consumers of cars, which were bought no longer than 10 years ago. Such restrictions make it possible to create an up-to-date dataset relevant for Russia. Results of the research showed that many stereotypes are consistent with the image of brands, but there are factors that are somewhat out of their brand image. The work contains an introduction, a theoretical research base, a market survey and research methodology (Chapter 1-2), econometric analysis (Chapter 3), conclusion and a list of referenced literature.