Who are you? (archive)

I am student at Rice University conducting a marketing study to evaluate BMW marketing strategy in the US. This study is purely an academic exercise and does not represent any commercial interest. No sales person will contact you.

Our team would greatly appreciate anyone in this forum to answer the following questions AND return the survey to U. Marathi, Ph.D. at marathi@rice.edu. Please cut and paste this question into the body of e-mail.

Many thanks,

Upendra

1) When you think of a luxury performance car, which brands come to mind? Please rank order of importance (1-last to come to mind, 7-first to come to mind)

BMW
Porsche
Mercedes
Lexis
Acura
Cadillac

2) Why have you bought or considering buying a BMW? Please rank order of importance (1- least important, 7- most important)

Prestige or Status
Style
Performance
Quality
Reputation
Safety
German engineering
Comfort/ Luxuriousness

3) What modes of advertising influence you purchasing behavior? Please rank order of importance (1- least important, 7- most important)

Television commercials
Magazine adds
Internet chat sites
Newspaper ads
Dealer web sites

4) What factors in a BMW advertisements appeal to you? Please rank order of importance (1- least important, 7- most important)

Prestige or Status
Style
Performance
Quality
Reputation
Safety
German engineering
Comfort/ Luxuriousness

5) What factors would you like to see in future BMW models?

5) Who are you?

Age:
Marital Status:
# Of Children:
Income:
State of residence:
Current car:

Follow Ups:

Re: Who are you? Ken- 15:17 10/24/99 (0)

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