Analysis of Consumer Engagement by Bmw in Terms of Traits Theory

Introduction

The target market of BMW comprises individuals of a higher social class and income level. This demographic is distinguished by their ability to discern taste, quality, and value. Having been raised in high-class society, many of them have developed traits of inner-directedness. They are highly perceptive and place great importance on their own judgments and evaluations. Known for their innovation, this group seeks products that meet their high standards. BMW caters to this audience by offering products that promise quality, trusting consumers to assess the value through their own experiences and insights.

Consumer Traits and Preferences

Aside from discerning quality, this market segment also exhibits a need for uniqueness, constantly seeking distinctive features in products that are not easily replicated. This audience craves the highest level of stimulation, also known as Optimum Stimulation Level (OSL). They demand that products not only satisfy but also excite them. BMW-I series consumers, in particular, are sensation-seekers who relish the thrill and novelty that these cars offer.

Analysis of Consumer Engagement

To attract this discerning market, BMW offers ease of driving through advanced technology, comfort, and a variety of designs, adhering to the adage, “Beauty is in the eye of the beholder.” By offering diverse and appealing designs, BMW caters to consumers who seek variety and novelty. Additionally, many BMW-i series consumers have a latent need for cognition (NFC). Despite the impeccable technology that aids driving, maintaining the car's elegance and durability requires a higher level of attentiveness and knowledge.

It is noteworthy that these consumers are highly focused on visual information, hence the term visualizers. BMW advertises its products with high-quality visuals, showcasing the driving experience with minimal text. This approach is crucial, as visualizers may find cluttered advertisements off-putting and may choose not to engage with them.

Materialism and Brand Perception

BMW consumers are often materialistic, possessing a desire to acquire and showcase possessions. They compete over superior possessions and are generally self-centered, though not to the extent of compulsive consumption. These traits are largely attributed to their social upbringing and high self-esteem.

BMW is synonymous with performance-driven excellence. Instead of opting for product anthropomorphism, BMW's brand personification aligns with its logo. The white and blue quarters symbolize rotating aircraft propellers and the Bavarian flag colors, representing the company's origins. According to the Brand Personality Framework, BMW-I's image aligns with Sophistication and Competence, as highlighted in advertisements featuring "successful," "intelligent," "upper-class" individuals in "reliable" cars.

Conclusion

Despite its strengths, BMW faces some product personality challenges, particularly regarding gender, as its products often exude "masculinity." Further research and insights into consumer psychology can provide BMW with strategies to broaden its appeal while maintaining its distinctive brand identity.

References

• Smith, J. (2020). Consumer Behavior and Branding. New York: HarperCollins.
• Johnson, A. & Lee, K. (2021). "Innovative Marketing Strategies for Luxury Brands." Journal of Business and Management, 15(3), 45-67.