Research Proposal: Impact of Brand Equity on Pricing - Mercedes-Benz

This research proposal investigates the impact of brand equity on the pricing strategies of Mercedes-Benz. The study begins with an introduction to the chosen research area, emphasizing the importance of pricing in creating brand identity and achieving market success. It highlights the influence of brand equity, particularly in the luxury car market, and provides background information on the global luxury car market, including market share and growth trends. The research aims to understand how Mercedes-Benz utilizes pricing techniques, focusing on the influence of brand equity. Objectives include defining brand equity and pricing, exploring their relationship in the context of Mercedes-Benz, and providing strategic recommendations. The literature review covers brand equity and pricing concepts, emphasizing their significance in marketing and business success. The methodology section details the research philosophy (Positivist), approach (Deductive), and strategy (Primary Quantitative), including survey questionnaires and statistical analysis. Potential research problems and ethical considerations are addressed, along with limitations of the study, such as the reliance on primary data collection. A research timetable outlines the activities and timelines involved. The report is a comprehensive study on the role of brand equity in pricing within the context of the luxury car market, providing insights into how Mercedes-Benz maintains a competitive pricing strategy based on its brand equity.