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Mrs

TC
YEDÝTEPE UNIVERSITY
INSTITUTE OF SOCIAL SCIENCES

MRKT563B

Consumer Behaviour

FINAL PROJECT

Consumer Behaviour
of
Luxury Automobiles

by

Fatih ÖZTÜRK
20MBA109

Master of
Business Administration

ISTANBUL, 2003

TABLE OF CONTENTS

Page

Consumer Behaviour of Luxury Automobiles 3
Research Into Luxury Automobiles 3
Table 1 4
Consumer Behaviour of Luxury Automobiles' Customers 6-7
How Can Luxury Automobiles' Customers Be Segmented 8
Vals Typology and Luxury Automobile Customers 9
How Can Luxury Automobiles Be Segmented 10
Brand as Luxury Automobile Segmentation 10
Automobile's Price and Characteristics as Luxury Automobile Segmentation 11
Developed Country and Emerging Country Customers' Perceptions
of Luxury Automobiles 12
What Directs the Market Performances 12
Figure 1a 13
How Important Are The Luxury Automobiles' Characteristics. 14
How Important Are the Social Influences 15
How Can Vals Explain Thai And UK Luxury Auto. Customers 16
Recommendations 17-18
Conclusion 19
Figure 2 19

CONSUMER BEHAVIOUR OF LUXURY AUTOMOBILES

Total worldwide sales of premium luxury and entry luxury saloons and sports cars are of the order of 1.5 million units a year. The major luxury markets today are the USA, Germany, UK and Japan. The £21.1 billion UK new car market competes with France and Italy, to be the second biggest in Europe behind Germany. The new registration of luxury marques' cars in 1997 in UK alone was 154,506 units. In other markets, especially in South East Asia there are, of course, significant sales of luxury cars. However, these are limited to total volume either by the overall industry size or by local market conditions and preferences. Accordingly, the luxury car market overall is currently undertaking a social change with luxury brands seeming less remote, less different, and...