Marketing Manager for Toyota Prius Case Study & Essay Writing With Marketing Research Problem - Marketing Assignment Help

Assignment Task

Scenario:  
You are the Marketing Manager for Toyota Prius and there are a number of  things you want to find out about customers in Australia. On the one hand,  you want to determine customers’ attitudes and perceptions towards  Toyota Prius (essentially this is the image of Toyota Prius in the consumers’  mind). You also want to establish the factors that customers use to  determine their choice of car and their motivations for choosing Toyota  Prius. Lastly, you are also interested in finding out the satisfaction of  customers driving a Toyota Prius, particularly in relation to their satisfaction  with their experience and its various aspects. These are all very relevant  topics, since evaluation of customer image, motivations and customer  satisfaction and product/service quality are all very common activities  conducted by many businesses.  

Marketing Manager for Toyota Prius
You are required to prepare for the first part of the Research Brief. First,as the Marketing Manager of Toyota Prius, you need to choose what you  actually want to research:  
? customers’ attitudes and perceptions towards Toyota Prius (i.e.: their  image of Toyota Prius); OR  
? the factors that customers use to determine their choice of car and their  motivations for choosing Toyota Prius; OR  
? the satisfaction of customers driving a Toyota Prius, particularly in  relation to their satisfaction with their experience and its various  aspects.  

nce you have chosen ONE of the above three as the focus for your  research brief, your Assignment 1 needs to cover the following:  

?Introduction:  
Initially, you must briefly outline the Marketing Research Problem and  associated Research Questions that you are hoping to answer with your  research, as well as the objectives of your research. Both of these will, of  course, depend on which of the above three aspects you have chosen as  your research focus.  
 

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