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Buyer's Behaviour Essay

6279 words - 26 pages

1. Market

1. Market Size

|‘000 |2006 |2007 |2008 |2009 |2010 |% Growth |
|Babies/ Infants (0 – 2 years) |141 |144 |150 |152 |152 |7.6 |
|Kids ( 3 – 8 years ) |333 |334 |343 |343 |335 |0.7 |
|Teenagers (9 – 12 years) |252 |256 |259 |258 |257 |1.8 |
|Teens (13 – 19 years) |436 ...view middle of the document...

1.2 Market Share

[pic]

Figure 1.2a Singapore Automobile Market Share 2011

1.3 Market Position

Mercedes-Benz C-Class saloon came out with attractive and catchy phrases like “They say nothing’s perfect. We beg to differ”, “Outclasses even the stiffest of opposition”, “As impressive inside as it is outside” and “Never accept less except when it comes to emissions”. That is what Mercedes Benz wants to portray their new C-Class to their consumers, allowing them know exactly where it comes from and where it wants to go. Its aspiration is to lead, its path onwards, upwards and also to incorporate outstanding technology, design and materials. “A new generation with its own rules.” Mercedes Benz decided to exemplify the standards expected of a Mercedes-Benz, which is based on the next generation Mercedes-Benz styling. Therefore, one of the highlight of the new Mercedes-Benz C-Class Saloon transmission technology is the new efficiency-optimized 7G-TRONIC PLUS automatic transmission, equipped with a wealth of diverse BlueEFFICIENCY features, environment-friendly technologies, ECO start/stop function and direct petrol injection. These new features will be further elaborated in this report.

The C-Class Saloon shines – inside and out, with expressive profile exemplifies dynamism and elegance in inimitable style. The vehicle’s clear lines create a character that loves forward propulsion, and the high-quality material in the interior which allows exemplifying the standards expected of a Mercedes-Benz to their consumers wanting to purchase the product.

1.4 Market Depth and Breadth of Product Range

|Depth |Features |
|Saloon[pic] | |
| | |
| | |
| |The engine has just enough go to keep things interesting, and keeps purchase |
| |prices and running costs down. Executive SE trim comes with most of the kit you |
| |want, and keeps purchase prices down. |
|Coupe | |
|[pic] | |
...

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