Hossain, Md Naeem (2025) Investigating the Marketing Strategies Implemented by Aston Martin and BMW and its Impact on Consumer Behaviour in the UK. Masters thesis, University of Wales Trinity Saint David.
![[img]](https://repository.uwtsd.ac.uk/style/images/fileicons/text.png) |
Text
Hossain_MN_MBA_Thesis.pdf - Accepted Version Available under License CC-BY-NC-ND Creative Commons Attribution Non-commercial No Derivatives. Download (2MB) |
Abstract
The evaluation of the brand marketing strategies of the luxury car companies such as Aston Martin and BMW in the UK is crucial to foster more sales and increase market share. The purpose of this research was to evaluate the various marketing strategies that could be followed by the marketing managers of both these companies to improve their market share in the UK. The UK automobile market is highly competitive, which also affects the manufacturing components for the luxury car brands. Intra-network promotion packages serve as a brand accomplishment strategy for the vehicle manufacturing companies to ensure better customer engagement. Furthermore, the use of digital technologies such as AI and ML to attract more customers is another important aspect that needs to be closely followed. Effective and visible CSR policies play a major role in boosting customer confidence as well. The methodology followed in this study is involved with both qualitative and quantitative strategies. This section involves a customer survey with preferences by conducting a live interaction with proper topic-related questions. Here, both the inductive and deductive approaches are conducted. The study finds that investing in marketing strategies is one of the best approaches that luxury car companies can opt which eventually lead to the betterment of the company including customer engagement, enhancing brand perception and customer loyalty. The study finds that appropriate and strategic marketing like celebrity endorsement, and social media marketing are effective in changing consumer attitudes and building trust. The survey result showed that customer-centric marketing strategies have a major effect on the development of business growth in the UK for BMW and Aston Martin. Also, celebrity brand endorsement can help the companies to make an impact on the minds of the customers as well. The marketing strategies also need to be changed according to cultural diversity and feedback using social media and online and print advertisements. The conclusion part contains a brief discussion of the effects and the strategies provided on the topic of investigating the marketing strategies implemented and the impact on consumer behaviours in the UK, which helps in developing performance metrics and establishing the relation with the consumers. The limitations of the study and the future scopes related to this study are also discussed. Ultimately, the study provides various successful strategies to improve marketing strategies and impact consumer behaviour.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Theses and Dissertations > Masters Dissertations |
| Depositing User: | Victoria Hankinson |
| Date Deposited: | 01 Sep 2025 11:00 |
| Last Modified: | 01 Sep 2025 11:00 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/3899 |
Administrator Actions (login required)
 |
Edit Item - Repository Staff Only |