Cross-Cultural Brand Perception
Pennington, Andrew (2010)
Pennington, Andrew
Kajaanin ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010120817501
https://urn.fi/URN:NBN:fi:amk-2010120817501
Tiivistelmä
The purpose of this research is to analyze how global brands differ according to markets and are viewed differently. In order to do this Mercedes-Benz was used as an example of a global brand and Germany and USA as the market places where the perception of this brand was to be compared.
The main similarities and differences in the perception of this brand in the stated countries were compared. The first step that was taken was the preparation of a survey for the two countries, which involved creating 10 questions to be answered by both Americans and Germans. The survey was based on the Mercedes-Benz brand and also included general questions that would help to give a better insight into buyer behavior. Furthermore, respondents were randomly selected, with the only prerequisite being that they are either German or American. Quantitative research was conducted through the survey. The goal was to collect as many surveys as possible in order to lower chances of error. After responses from both countries were received, they were analyzed using the program SPSS.
Thus, the fashion in which Mercedes-Benz is perceived in both countries could be identified and compared. The results showed that the brand is perceived very similarly in both countries and there are only minor differences. However, it also showed that German consumers prefer German car brands, while Americans show less of a preference towards domestic car brands.
The main similarities and differences in the perception of this brand in the stated countries were compared. The first step that was taken was the preparation of a survey for the two countries, which involved creating 10 questions to be answered by both Americans and Germans. The survey was based on the Mercedes-Benz brand and also included general questions that would help to give a better insight into buyer behavior. Furthermore, respondents were randomly selected, with the only prerequisite being that they are either German or American. Quantitative research was conducted through the survey. The goal was to collect as many surveys as possible in order to lower chances of error. After responses from both countries were received, they were analyzed using the program SPSS.
Thus, the fashion in which Mercedes-Benz is perceived in both countries could be identified and compared. The results showed that the brand is perceived very similarly in both countries and there are only minor differences. However, it also showed that German consumers prefer German car brands, while Americans show less of a preference towards domestic car brands.