Consumer Behavior towards Mercedes-Benz brand

Consumer behavior towards Mercedes-Benz brand
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Abstract
This report is concerned with the adoption of marketing strategies that focus on consumer
learning and motivation towards Mercedes-Benz luxurious brand. It provides an analysis of the
theories related to brand loyalty, consumer decision-making and consumer attachment. Then the
theoretical analysis is related to Daimler activities to maintain and motivate consumer attachment
to the brand. Finally, recommendations are provided to motivate the consumer attachment to the
brand.

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Table of contents
Introduction......................................................................................................................................3
First: Overview of the company and a description of the target market they focus........................4
Second: Detailed analysis of motivation and learning in this type of purchase decision-making
process.............................................................................................................................................5
Third: Assessment of brand current success in achieving an emotional attachment with its target
audience...........................................................................................................................................6
Fourth: Marketing recommendations for the brand to increase the emotional attachment to the
brand................................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
Research provides many pieces of evidence that connect the consumer to the brand. Many
approaches have discussed the consumers' attitudes and emotional relationships with the brands.
The consumer brand attitude is considered as a foundation for the brand image. It formulates the
consumer related beliefs as it includes the product features, price, usage imagery and packaging.
The likeability of the brand, attractiveness and consumer appeal are considered items that
describe the consumer attitude towards a brand. This attitude is likely to affect the decision-
making process of purchasing and repurchasing a brand (Zarantonello et al., 2016).
The market of the luxury brand has developed progressively during the past two decades. The
main reason behind this is due to the relationship between the consumption of luxury products
dominated by the brand and consumers’ self-perception. The relationship management of
consumer-brand in the luxury products market is dominating the marketing strategies of the
organizations involved in luxury products production and sales (Seibold, 2010).
The focus of this report is to investigate Mercedes-Benz luxury brand and its target market. Also,
it analyzes the motivation and learning theories related to consumers' decision-making process of
purchasing this luxury brand. In addition, it investigates the newly emerging concept of
consumer attachment and the company strategies to enhance it. Finally, recommendations are
provided to motivate the consumer attachment to the brand.