research

[Maryna]

Hi everyone,

I am doing a research into MINI and its purchasing proccesses.

Please, could you answer my questions ranking from 1 - 6, where 6 is the top mark for each question.

Thank you SO much for your time.

I really appreciate !!!!

Best,
Maryna



1 Why did you buy MINI Cooper?
Image
Fun
Sporty
Stylish
Fashionable
Cult-car
Uniqueness
Iconic
Asssociations
History
Motorsport
Mini clubs
Product
Handling
Appearance
Cheap
Customise
Build quality
Reliable
Easy to drive

2 What in your opinion makes the MINI unique?
Image
Fun
Image
Sporty
Stylish
Classless
Famous/Iconic
Cool/Trendy
Young/Youthful
Traditional

Product related
Handling
Appearance
Small

Associations
Name
History/Heritage
British
Chic users
Customise

3 What factors did you consider most important to the MINI offering?

Reliability
Durability
Safety
Sporty
Value for money
Unique
Stylish
Excitement
Classic

4 Are the Mini's associations with BMW positive or negative for the brand?
Positive
Reliable
Build quality
Expertise
Money/Backing
Reassurance
Established
Negative
Expensive
German/Not British
Lost heritage
Lost character
No charge

5 What effect has the ownership of BMW on your perceptions of the MINI brand?
Reliable
Durable
Very safe
Sporty
Luxury
Good value
Modern
Status symbol
Unique
Stylish
Exciting