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Mercedes Benz Case Study

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Mercedes Benz Case Study
Abstract Do you know what is world ranking of Mercedes-Benz in most famous brands? Do you know what is the situation of Mercedes-Benz in cars industry? Do you know the factors that affect the purchase decision of customers while buying cars? Mercedes-Benz is a famous brand of luxury cars. These are German made cars and are known as status symbol of high class consumers. All customers have their own values and beliefs while purchasing a car. There are several factors responsible for the purchase decision. Car industry is growing very fast worldwide. There is a rapid change in trends and consumers preferences for comfortable, reliable, highly efficient and economical cars. Mercedes-Benz company has to take care of consumers choice to maintain its position in the market and also for further growth in the car industry. The company is adapting new technologies and techniques to make its cars more famous among the customers. It is also introducing low priced luxury in the market. The company should take steps to know the exact consumer demand and needs so that it can provide them a suitable car.

Introduction & History
Mercedes - a Spanish girl's name meaning ‘Grace'.
The Brand
Mercedes-Benz is a well known brand of luxury cars. These are German made cars with classy European styling. Also it ranks as the world's second most famous brand (after
Coca Cola). Daimler-Motoren-Gesellschaft (DMG) delivered its first Mercedes on 22 December 1900. After that the company started a dynamic development culminating in the inception of the global company DaimlerChrysler AG in the late 20th century. Today Mercedes-Benz is the most successful premium brand. Its technical perfection, quality standards, innovative impact and numerous car legends such as the 300 SL Gullwing are unique .

The Founders
Gottlieb Daimler and Carl-Benz are the founders of the famous luxury cars -
Mercedes'-Benz. His first four-wheeler, the Victoria, was built in 1893. The first


Bibliography: 10. Solomon R., Zaichkowsky L., Polegato. Consumer Behavior. Toronto, Ontario: Prentice Hall, 2002. 11
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