The Perception of Luxury Scooter Brands of Vietnamese Consumers Essay

The Perception of Luxury Scooter Brands of Vietnamese Consumers Essay

Length: 1821 words (5.2 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Brand is one of the most important resources, the real identity, and public image for an organization (Heding, Knudtzen, &Bjerre, 2009). A brand represents the unique features, characteristics, quality, and reliability of the product of a company. A good brand develops an idiosyncratic, ever-lasting, and distinctive perception of the product in the minds of the customers.
Keeping in view the significance of a brand, an organization must manage it in the same way as the other important organizational resources; like human, financial, physical, etc. Nowadays, demands on powered two-wheel vehicles are growing sharply because they offer a variety of options in speed, comfort and economy to both genders in all the social categories (Barker, 2002).
They are used for work, commuting, and recreation. Additionally, in Asian countries such as Vietnam where heavy traffic becomes a problem, powered two-wheel vehicles, including scooters and mopes, have ability to maneuver and ease of parking at riders’ destination. In the last ten years the research on customer perception and behavior in the luxury transportation means has been driven by Asian researchers (e.g. Anurit, Newman, & Chansarkar, 2002). However, most of them focused on luxury cars and very few researchers have investigated customer perception of luxury motorcycles.

2
Hence, the limited volume of previous research enables this study to make a contribution to knowledge and to theory development. The study can demonstrate the perception of luxury scooter brands of Vietnamese consumers and their attitude toward country of origin when they intent to buy a luxury scooter. A great brand does more: It lends coloration and resonance to a product or service.

Companies must work ha...


... middle of paper ...


...the feelings and effects formed as a result of the perception of quality. Results obtained in this study were different,
The product quality and performance based on the perceived quality (extrinsic attribute) was still found to have significant influence on the brand loyalty. This happened because the customer has developed perceptions that derived from high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc.
Such perceptions may increase the consumer’s desire to buy the product. Future research should focus on the similar study of product quality and brand loyalty to the other brands being the competitor to Malaysia National Brand Motorcycle/Scooter in the market. By doing this only the gap can be closed with a clearer picture on the extended scope market environment which can be further examined



Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Luxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture

- Luxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture “Luxury is a necessity that begins where necessity ends” Coco Chanel The display of luxury signifies individual power and achievements. The manner which people dress reflects economic, political, social standing and self worth. Christian Dior quoted “it seems to me that women and men instinctively yearn to exhibit themselves”. Luxury in the fashion industry is usually defined in elements as: silk, gold, silver, and precious stones....   [tags: Luxury Brands Marketing Business]

Powerful Essays
1835 words (5.2 pages)

Positive Trends in Emerging Markets for Luxury Goods Essay

- Opportunities: Large Market for luxury goods and positive trends in emerging markets Trends that control the global luxury goods market are globalization, consolidation, and diversification (Tavoulari 1). Globalization is a result of the increased availability of these goods, additional luxury brands, and an increase in tourism. Consolidation involves the growth of big companies and ownership of brands across many divisions of luxury products. LVMH is one example, demonstrating to be one of the top luxury companies that dominate the market in segments ranging from luxury drinks to fashion and cosmetics....   [tags: brands, sales, pricing]

Powerful Essays
1886 words (5.4 pages)

Essay on Chinese Luxury Market

- In 2005, Ernest & Young published a report on Chinese luxury market stating China has become the world’s third largest consumer of high-end fashions, accessories and other luxury goods and accounts for an estimated 12% of global sales (Young, 2005). Along with other similar reports on the booming growth of the Chinese economy and the luxury market in particular, many of the luxury brands originated from Western countries such as France, Italy and United Kingdom has already tapped into the market, those who haven’t already has plans for it are starting to do so....   [tags: Business, Consumers, Culture]

Powerful Essays
900 words (2.6 pages)

Social Media Market and Its Effects on Consumers Essay

- In the world today brands are looking to connect with consumers more intimately then ever before by levarging disruptive technology to influence consumer behavior. One such technology that has been growing in popularity in the last 5-years is social media. Many brands are trying to utilize social media to influence the consumer buying process and stir emotions that affect buying behavior. Unfortunately many brands don’t understand that consumers use social media for certain purposes and because of that, they have not been able to build effective strategies to engage customers....   [tags: brands, consumer behavior]

Powerful Essays
1022 words (2.9 pages)

Essay on Analyzing the Relationship Between Brands and Consumers

- How do contemporary promotional cultures construct a relationship with consumers through brands and how active are consumers in this relationship. Illustrate your answer with examples. This paper provides a framework for the relationship formed between brands and consumers; It will attempt to discover what this relationship looks like from an annalist point of view, additionally it will be touching upon brand management, this will be applied in relation to appropriate examples such as the US clothing brand, Abricombie & Fitch (A&F)....   [tags: products, personality, emotions]

Powerful Essays
1894 words (5.4 pages)

Understanding Service Brands and Their Meaning For Consumers Essay

- 1. Background “The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority.” (O'Cass and Grace, 2004) It has been suggested by theoretical frameworks that an effective consumer-centred marketing activities and sustainable differentiation relies on the understanding of how consumers perceive and respond to brands (de Chernatony, 1993; Keller, 1993). This is even more important to service brand....   [tags: Research Results]

Powerful Essays
1543 words (4.4 pages)

Core Consumers in India and China Essay example

- Economist and marketers have predicted that in the near future the younger generation of China and India will be the core of most consumers spending in that region. According to research and records there are around 300 million people that live in China and India that are between the 16 and 30 years of age and that core has about $136 billion to spend. Winning the loyalty of these youth is the key to being successful in your marketing. Most of the newer generation of consumers would prefer to purchase products that really reflect who they are personally and/or aspire to be....   [tags: youth, marketing, brands, product, change]

Powerful Essays
726 words (2.1 pages)

India's Growing Prosperity Opens Up A New Market For Luxury-Goods Firms Essay

- At the end of the 19th century, India's maharajahs discovered a Parisian designer called Louis Vuitton and flooded his small factory with orders for custom-made Rolls-Royce interiors, leather picnic hampers and modish polo-club bags. But after independence, when India's princes lost much of their wealth, the orders dried up. Then in 2002 LVMH, the world's largest luxury-goods group, made a triumphant return to India, opening a boutique in Delhi and another in Mumbai in 2004. Its target was the new breed of maharajah produced by India's liberalised economy: flush, flash, and growing in number....   [tags: India Economy Luxury Market]

Free Essays
1626 words (4.6 pages)

Essay about Vietnamese Food

- Vietnamese cuisine can be very diverse due its geography and climate. There is no accurate average temperature for the whole country. The Vietnamese national culture emerged from a concrete living environment: a tropical country with many rivers and the confluence of great cultures (Vietnam Country). Vietnam is a long, narrow country in Southeast of Asia that borders south China, east of Laos and Cambodia. Vietnam is practically the size of Italy and Japan put together; and is divided into three regions: north, central, and south....   [tags: Vietnamese Cuisine ]

Powerful Essays
1889 words (5.4 pages)

Brands Essay

- Abstract Some brands have lasted for decades, even centuries. However, there are others which have not. All brands go through their individual life cycles. Companies continually strive to revive and adapt their brands to the evolving market. Brand managers and their companies primarily determine how brands adapt to their changing environment. Complacency of brand managers and companies, and the evolving nature of the markets are some of the factors that determine whether brands stay or become extinct....   [tags: Marketing]

Powerful Essays
612 words (1.7 pages)