The Role of Brands in Purchasing Luxury Auto

Abstract

In this article we will try to investigate the market of luxury auto and for presenting some view of marketing programs, at first review the supply and demand of auto in market of Iran. Then we will recover the taste and behavior of costumers in this segment and list the effective factors in purchase decision and if they attend to the brands or not. Then with interview with experts using multi criterion decision making method (AHP) and using many text sources, we analyze these factors by “Super Decision” software. At the end with the synthesized model we estimate the whole market with about 21 cars in this segment of market (15K$-60K$).

Keywords

• Auto
• Purchase Factors
• AHP
• Brand
• Supply and Demand
• Iran