PREMIUM SEGMENT IN THE AUTOMOTIVE INDUSTRY. OVERVIEW OF THE DYNAMIC CHARACTERISTICS THRU ANALYSIS OF BRAND VALUE AND CONSUMER BEHAVIOR

Valeanu Alexandra Iuliana
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Valeanu Alexandra Iuliana: THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES, FACULTY OF MARKETING

Annals - Economy Series, 2020, vol. 4, 90-97

Abstract: The existing link between brands and individuals represents an ongoing challenge for both implied parties given the high complexity of involved elements, actions, experiences or required knowledge processes. In the case of the automotive industry the situation is no less intricate. To be accounted into attention are both the high dynamic of consumer’s needs or demands towards lifestyle simplification thru any possible procedure or instrument as well as the constant involvement demonstrated by the brands in this area which’s mail goal remains the leadership on market, while having in vision consumers as central elements, along with environment imprint and a fundamental strong, unique and values-based company culture. The decluttering process of the convoluted dependency appeals for a better understanding of the peculiar premises that generate certain situations with impact on social, economic, financial or phycological patterns. The current preliminary study generates an insight into the direct relationship existent between the two participants: companies, as brand representatives and major role players within a market state of being at a point in time and consumers, as final elements in the business model, with a similar high importance part, in shaping traits of successful interaction models. The interdependency of the two mentioned factors generates remarkable variations which authorizes flexibility and proactivity to contribute to objectives attainment, while sharing the common ground that allows a proper functioning of commercial activities within the studied field, automotive industry for this case.

Keywords: automotive industry; premium; quality perception; consumer behavior (search for similar items in EconPapers)
Date: 2020
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