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The Master Thesis analyzed the luxury automotive sector formalizing a definition and proposing a classification of customers, based on their attitude. The research analyzed the main strategies in the field of marketing and supply chain, highlighting the ma in differences with the theoretical models.
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Citations
This study examines how price sensitivity parameters affect customer lifetime value in the luxury business. Quality, position, information, time, and customer lifetime were examined as price sensitivity factors followed by a conceptual model and research hypotheses were produced based on previous studies. Secondary analysis and in-depth interviews with industry specialists and customers. A representative sample of 232 A class consumers was included in a survey that was given to A-class customers in Egypt. A new level of price sensitivity known as ‘quality positioning value’ was found through the use of factor analysis. Multiple discriminant analysis was performed to validate the hypotheses and Cronbach’s alpha was utilised to assess the reliability of the data. This analysis sheds light on the effect of price sensitivity on customer lifetime value in the luxury industry.
Social Media influencer is one of the primary keys in the advertising industry, which provides more impetus to increase consumers' sense of homophily towards brands. This is assisted by the level of expertise possessed by SMI, which is in accordance with the brand identity and elements owned by the brand. The level of homophily and expertise can increase image satisfaction and advertising trust in building a sense of emotional connection and shared values between consumers and brands. This interpersonal feeling can be interpreted as a self-brand connection where consumers with a high sense of connection will increase the consumer's desire to buy and feel the benefits provided by product consumption emotionally or practically. This research focuses on the luxury car industry, which is often promoted through social media influencers on the YouTube platform. The use of the YouTube platform has the right features to provide information through audio, visuals, and also the right duration in promoting luxury cars. Respondents who were targeted using non-probability sampling also had specific criteria where Respondents were Youtube users who had watched automotive YouTuber content and recognized SMI luxury cars on Youtube.
