Chapter 6 Consumer Decision Making

“We set future standards today” is the main slogan for BMW and that sentence alone attracts consumers to their product because who doesn’t want to be a trendsetter in society, but it’s not just a sentence that made BMW master their effect on consumer decision making; it is the brand of BMW and how they run their organization as a whole. Let’s start with the first steps of purchasing a product which is need and want, every time you see a BMW product it is always displayed in the best lighting and atmospheres while performing its top features, which makes the consumer automatically want it because it seems to be the elite of cars. It is easy to show a consumer why he/she should want something but to prove why they need it is the real work which as always BMW completed by showing their consumers the intricate design that enhances aerodynamics, ventilation and efficiency which in other words means you are driving with the wind. Besides the look of the vehicle BMW has proven to their consumers a comfortable commute in their vehicles with spacious seating and back seat reclining so one person can nap or just relax while catching up on some office work. Technology is a major factor in society today so by providing the most updated software it combines a consumer needs and wants because consumers need the software to be compatible with current devices but also wanting the newest software as a luxury to get things done faster with less work, such as voice commands and hand gestures for demands or the self-parking. When you think of BMW you think luxury, presentable, expensive, and when you look up BMW typically you’ll find feedback such as being the best of the best and driven by the best which is intense stimuli on your internal and external research. However this high end brand BMW created also formed a culture and refined to an upper class social class where consumers of all ages are striving for.