Miami University ZEN Motors Marketing Research Paper

Question Description

This is a paper for a Marketing Research Class, Approximately 1250-1500 words

Summary:

You have been made CEO of Global Motors, a new division of a large automobile manufacturer, ZEN Motors. ZEN is the leading brand by Global Motors, with international presence and sales all over the world. ZENs products have been slowly losing market share to other competitors.

You want some consumer feedback on the status of the ZEN brand and have identified five KPIs as the most important:

Intentions to purchase

Importance of value for the price

Attitude toward the brand

Recall of an advertisement

To deal with this issue and determine how consumers feel about the ZEN brand, you need to suggest a set of questions to measure the above constructs and explain why these questions help you meet your objectives.

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