The impact of price changes on the brand equity of Toyota in Saudi Arabia

Document 3 describes the research methodology used in this qualitative case study, the rationale/justification for the methodology and reports the findings with an analysis of the findings. The purpose of the study is to investigate and describe the effect of sudden price changes on consumer purchasing behaviour and attitudes toward brand equity. The qualitative case study consists of 6 mini focus group each were comprised of between 3-5 participants who are Saudi national car owners of Toyota and its competitors' car models no older than the year 2010. The focus groups participated in a price simulation exercise followed by interviews. The price simulation exercise exposed the participants to price changes to their preferred vehicle and observed how they responded to those changes. The follow-up interviews were calculated to determine why the participants responded as they did to the price changes in the price simulation exercise. Research findings indicate that most customers will at the very least consider an alternative brand when confronted with a price change. However, the more affluent and loyal customers will not change brands when price changes are insignificant and are reasonable. These results are analyzed by reference to a conceptual framework drawn from the work of Villargeo-Ramos and Sanchez (2005) and Yoo, Donthu, and Lee (2000) who established a link between marketing communications and brand equity including brand awareness, brand association, brand loyalty and perceived brand quality. The results of this study confirm that price changes as a marketing communication strategy is received and interpreted in the context of the different dimensions of brand equity.

Name dc:type.qualificationname

mphil

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2014

Author dc:creator

• Ezzat, AM

Language dc:language

en