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Marketing Theory

In: Business and Management

Submitted By jagdeepbrar8603
Words 2797
Pages 12
Executive summary
It is the intention of this report to critically discuss the different factors that influences the consumer’s behaviour. It aims to provide a better understanding on internal and external factors that influences consumers decisions. Internal factors like perception, learning & memory, motivation, personality & emotion and attitudes or it may be external factors such as society, demographics, group influence & social stratification, etc. Different companies choses different ways to influence consumers and design their advertisements so as to attract more and more consumers. Secondly, this report will explain and discuss about the marketing strategies adopted by two famous car manufacturers Mercedes and BMW and how they were able to influence consumers using different internal and external factors. After comparing both the companies and their strategies, a conclusion would be derived that which was more successful.

1. Introduction: 2.1 Purpose:
The purpose of this report is to analyse the internal and external factors that influences consumer buying behaviour and how Mercedes benz and BMW uses these in their advertisements. 2.2 Background:
Mercedes Benz and BMW(Bayerische Motoren Werke) are the two big players and most famous car manufacturing companies and are the biggest competitors of each other. Both the organisations manufacture high end luxury and sports cars. BMW and Mercedes Benz both are German luxury automobile manufacturing companies. BMW was founded in 1916 and Mercedes Benz got patented in 1886, 2.3 Scope:
This report covers the detailed theoretical explanation of the internal and external factors that influences purchasing decisions of buyers. 2.4 Methodology:
The data for the report has been collected by detailed research through the journals and eBooks and writings of the famous…...

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