Factors of the Consumer Choice Among Premium Segment Brands

Student: Tsvetkov Andrey

Educational Programme: Economics (Bachelor)

Year of Graduation: 2018

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses