Competitive advantage of the car brand in the light of qualitative price quantification: Analysis based on the example of the selected impact area
Changing operating conditions cause an important challenge for car manufacturers to influence the market through price. The main research goal of the work is to identify the role of price in building the competitive advantage of the car brand manufacturer in a given area of its impact. Au-ditorium r...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Malopolska School of Economics in Tarnow, Poland
2020-12-01
|
| Series: | Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie |
| Subjects: | |
| Online Access: | https://zn.mwse.edu.pl/index.php/zn/article/view/764/699 |
| Summary: | Changing operating conditions cause an important challenge for car manufacturers to influence the market through price. The main research goal of the work is to identify the role of price in building the competitive advantage of the car brand manufacturer in a given area of its impact. Au-ditorium research was carried out among the clients of a leading car brand from the area of the former Tarnów province. The research shows the rule of creating a competitive advantage. The rule shows that the number of custom-ers satisfied with the final quality of the purchased product is greater if there is a larger number of customers deciding on the choice of the brand and the repair plant representing the brand based on the price. This rule also indicates that the number of customers satisfied with the final quality of the purchased product is greater if the number of customers considering the price of spe-cific repair services as meeting their requirements is greater. The study con-firmed that effective price management using quality parameters means that the brand will gain a competitive advantage. Price evaluation using quality can be used to market brands in global conditions. |
|---|---|
| ISSN: | 1506-2635 2658-1817 |